Fill your ad groups with exact match keywords only, and you'll miss out on huge volumes of traffic. (entrepreneur.com)
If your broad matches are triggering exact match keywords this is a big no no when it comes to reporting. (woorkup.com)
Sometimes it is possible to find the perfect exact match keyword that converts every time thanks to the data that you gather on phrase match keywords over a period of a couple of weeks. (searchmarketingstandard.com)