For those new advertisers that are creating ad campaigns using the keywords (as opposed to the channels), make sure you put one keyword or phrase per line.
When putting your keywords in make sure you don't put all phrases. Try to also include single keywords as well as to insure you get the maximum exposure for your ad while keeping it highly targeted.
Also, remember you can use these different type matches as well.
Keyword = broad match
[keyword] = exact match
"keyword" = phrase match
-keyword = negative match
