Concerning Google Adwords. We know there are various ways of presenting keyword search terms, broad match, "phrase match", [exact match] and so on. This question is not about the differences between them.
However, I really can't get my head around what happens if you have, say a phrase match and an exact match in the same ad group eg. "polar bear" and [polar bear].
Is this self penalizing ? Should identical phrase matches and exact matches be run in separate ad groups perhaps ?
If any experts are genuinely knowledgeable about this then it would be great to hear opinions. The most I have really come across about this is from a possibly (probably) uncertain source which is Chris Carpenter/Jeff Alderson and their various schemes in which they claim it's a good idea ...
thanks and best wishes