More Pesky AdWord questions: phrase matching

[scrittibear]

I've been using the free AdWord Wrapper tool http://www.mikes-marketing-tools.com/adwords-wrapper.html - and it forms separate groups of Ads (phrase match, exact match, and assortment of each etc, etc). Is there an advantage to forming separate ad groups with these permutations? Easier to track?

Question 2: And it's a bit odd - why bid on Broad match in the first place - why not put every keyword in quotes or brackets to keep the search more relevant? Just a thought. But what do you think?

Thanks for the advice -

scrittibear

[Will]

Just in case you're wondering, I replied to your identical post here. I won't repeat my reply here as it can get confusing running multiple threads on the same discussion