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Yeah, I guess what I was getting at is basically that without using Exact, you are open to issues of paying for clicks that may be way off from what you want. Using a single word like "xxx" as a phrase match is silly anyway. 2 words can be a phrase, 1 can not lol.
Work from your landing page backwards.. not the other way around.. again imho. If you try to get as many clicks as possible to your catch-all landing page that caters to everyone.. welp, good luck with that.
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43-922-863 Shut up and play your guitar. 
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