How to use phrases for the AC in contextual advertising with the exact occurrence ("!") or not (with negative words)?

Question

contextual advertising

I collected the semantics in the collector, cleaned it from garbage, simultaneously forming a base of negative keywords, scattered it across the landing pages, made a cross-background track. Here it is more correct to use the exact occurrence of phrases ("!") in the Republic of Kazakhstan, or enter without operators, but add negative keywords?

Answer 1

Do not use phrases with the "!" operator in contextual advertising campaigns. Only if its use is justified to avoid ambiguous interpretation of certain words. This is not SEO.
Some people like to use phrases in quotation marks when typing a large pool of queries. But I wouldn't recommend this approach. It is better to add phrases with frequency from 10 to 2000 using negative keywords. And in the future, with the maintenance, this list of negative keywords is constantly replenished.