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With ad groups that are more tightly focused you'll be able to quickly spot poor performers and react accordingly by lowering bids, adding various negatives, adjusting match type or writing new ad copy. For beginners, it is strongly suggested to get an idea just before using Google Ad - Words because this method involves monetary investment. Exact match - employing this type, you'll want to apply the square brackets [ ] around the search phrase which narrows the search even further.