exact match and phrase match on the content network

is there any use for this

[elsewhen]

i am in the process of splitting my campaigns into ones targeted for the search network, and for the content network.

since there arent any "searches" performed on the content network, is there any reason to have exact match or phrase match keywords on the content network campaigns?

is there a disadvantage to having them there?

[howiejs]

great question. I am also interested in this answer.

I think its "broad" for content - since it is trying to "read" a full page

[Paul_N]

Anyone?

Does using different matching options in 'Content only' campaigns have any noticable effect?

[grigoroo]

I would think that the reason for using more targeted ads that you get from phrase and exact matching is that you stand a better chance of a higher placement. Nobody digs down a few pages in a content placement to find a better widget offer when they're reading about a related subject. If you don't get a top position, you don't get seen. You might as well not have an ad.