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I followed the advice of an "Expert" Bryan McConnahea explained in this blog: <snip>. Explaining that a good structured campaing should have a ad group A with exact match keywords and an ad group B with the same keywords with phrase match using the exact match as neg keyword to avoid to trigger the wring ad group.
When I created a campaign like this the phrase match ad group is not being shown. Google adword tooltip says "You may have included this keyword in your negative keyword list for this ad group. If your negative keywords overlap with your regular keywords, the negative keywords will block your regular keywords from showing your ad".
It have now the impression that it is not necessary to exclude the exact match keyword because Google will choose the most precise match i.e. the exact match anyway!
Am I right? I do I misunderstand the blog?
[edited by: buckworks at 11:04 pm (utc) on Jan. 25, 2010]
[edit reason] No URLs please; see TOS [/edit]
As for ad group structure, it can be worthwhile to put exact match and phrase match into separate ad groups. It should be unnecessary to add the negative exact keywords, because Google is supposed to use the most restrictive match type [adwords.google.com] ("When keywords are the same but have different match types, use the keyword with the most restrictive match type"). But I've read about that behavior supposedly not working properly for some people, though I've never seen it myself. So you can add the negative exact keywords in the phrase match adgroup to be on the safe side, if you want.
Anyway, although the tooltip is useless for the phrase match keywords, you can gauge whether the keywords are actually being displayed by keeping an eye on their impression counts. Use the Search Query Report and the "See search terms" function to find out which queries those keywords are showing for.