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Should I keep phrase and exact keywords in the same ad group? As I said earlier on, it really depends on how your campaigns and ad groups have been set up you can do both you can keep them together or you can keep them separate with separate then you will need to keep or you need to have a better workflow and what you should also do is if you are keeping phrase and exact separately then all the phrase keywords should be as phrase negatives in the exact ad group.

So that you are sculpting the traffic and that becomes a bit more complicated for most people because it is a fair amount of work as you keep adding more keywords to the ad groups you then need to negate them out from the exact match or the exact match keyword should be as exact negatives in the phrase so the phrase don't trigger the exact match search term so it really depends on your workflow and how you create them but for sure you can definitely keep them in the same ad group.