Answers
Exact match or phrase match — which should I use?
Start with exact for control, add phrase as you learn what converts, keep both fenced with negatives.
The short answer
Start with exact for control, add phrase as you learn what converts, keep both fenced with negatives.
Exact gives predictability and clean data at low volume. Phrase widens reach while keeping the core intent, which is useful once you know which intents actually pay.
The practical structure for most stores: exact on proven terms, phrase to discover adjacent ones, negatives to stop the drift.
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