The lesser of two evils

[machix]

A mini survey here. Do you guys prefer phrase or exact match?
Not really comparing here, just want to see the general opinion of the majority.

Personally, I like the high relevance that exact match gives me. :cool:

[Shmuel]

I don't have a clear cut winner here. For some things exact works better and for others phrase/broad works better.

[chris1]

I use exact, phrase and broad but for the most part prefer broad match with negatives. Some terms we have found that exact works best... or that having multiple match types at different bids is best. Its all about testing, testing and more testing.