If I run a broad match on say "Philips TV" I would get a lot of traffic un the search phrase "Philips".
So I want to exclude traffic on the exact term "Philips" because it converts badlys - I only have TV's in my shop.
I tried to edit my keywords and put this in my ad group:
Philips TV -"Philips"
But it does not work, now I don't get traffic with any search phrases containing the word Philips. I wanted to keep broad match on "Philips TV" and only exclude search phrases that are exactly "Philips".