We’ve talked about not running too many keywords (if any) on broad match, but recently we’ve seen a lot of cases of the inverse – people wanting to run only on exact match. Don’t do this either! If you run too many keywords on exact match, you won’t be able to gain any query information — if users don’t type in the exact keywords you put in (and only those) the ads won’t show up. You’ll miss out on potential customers and potential learnings. Phrase match should be your keyword match type of choice – and the match type of the majority of the keywords in your AdWords account.