Difference b/w 'exact match' and 'phrase match' in Google AdWords keywords tool?
Question 
Q: FYR - I am watching the taped classes from October ( not december)
1. Whilst researching keywords you were using "phrase" filter in adwords tools...It seems that for research it may be a better filter but it does not provide an accurate descripti
Answer: -
Question 1. When using the Google AdWords Keyword tool, EXACT Match as in [Dog Boarding] means people who typed that phrase [Dog boarding] and NOTHING else. NO OTHER WORDS. Vs. phrase match "Dog Boarding" means anytime that they used the phrase as in Dog boarding San Francisco or Dog Boarding Seattle but NOT Dogs and Boarding for example.
So they are measuing different value. If you do NOT check phrase or exact you are getting BROAD match, which means LOTS of substitutions and ideas... Not very useful for SEO keywords research. I recommend using phrase and/or exact but take all the metrics provided by Google with some doubt - none are 100% accurate. These are just guides to how people search rather than hard and fast numbers.
Question 2. Mobile advertising. The best way to get a sense of mobile advertising activity is to actually implement you site, optimize it, and then use Google Analytics to drill down into mobile devices (on the left hand side of Google Analytics). Then you can see how many people are searching on MOBILE vs. regular. Where this is all moving is RESPONSIVE site design - websites that know whether the user is on a mobile device or a desktop and change the look and feel accordingly.
Inside the Google Keyword tool, you can also use the 'advanced options and filters' option and drill down to mobile search, to get a sense of how many mobile searches are in play.
Hope this helps!
- Jason McDonald
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