buckworks - 2:02 pm on Apr 19, 2013 (gmt 0)
IMHO what's needed here would be at least one ad group that uses broad match terms so you could catch relevant searches that don't happen to match what you've already targeted with exact or phrase match.
If you're only targeting exact match or phrase match, that's likely too restrictive unless you have a gazillion terms and variations in your account.
Suggestion: create one or more ad groups that use modified broad match, to give a wider reach within the target area. Monitor the activity they generate, and watch for for productive terms you could add to your exact match collections. Also watch for new negatives to block.
Modified broad match uses the plus sign, like this:
The plus sign limits the broad matching to variations that are quite close and reduces the problem of "over-reaching" that can happen with unmodified broad match.
If I setup a phrase match post type with a keyword such as "electrician bournemouth" will this compete with [electrician bournemouth] and if so, do I prevent that by simply adding -[electrician bournemouth] at the ad group level?
Yes, they would compete with each other but in this context I wouldn't see that as anything to worry about. Unless you'd have a reason to serve significantly different ads to phrase vs exact match searches, just leave them both in the same ad group and don't worry about trying to block one or the other.