What is phrase match?
Phrase match is a keyword match type that shows your ad for searches that include the meaning of your keyword, with other words allowed before or after. It sits between broad match and exact match in reach and control.
Last reviewed .
How phrase match works
In Google Ads, a phrase match keyword can trigger on searches that include its meaning, even when extra words are added around it. Word order matters when it changes the meaning of the search.
You mark a phrase match keyword with quotation marks, for example "running shoes".
When to use phrase match
It's a good middle ground when exact match is too limiting and broad match is too loose. You get more reach than exact match while keeping searches closer to your intent.
Review the search terms report to see what phrase match brings in, then add negative keywords or new exact keywords as needed.
Phrase match and the old modifier
Google Ads has retired broad match modifier, and phrase match now covers much of the same ground. If you used the older option, check that your phrase match keywords behave the way you expect.
Common questions
How do I write a phrase match keyword?
Put the keyword in quotation marks, such as "running shoes". The quotes tell the platform to use phrase match.
What is the difference between phrase match and exact match?
Exact match targets searches with the same meaning as your keyword. Phrase match also allows searches that include that meaning plus extra words.
What is the difference between phrase match and broad match?
Broad match can show for related searches that don't contain the keyword's meaning directly. Phrase match stays closer to your keyword.
Is phrase match a good default?
Many advertisers find it a useful balance of reach and control. Whether it's right for you depends on your budget, data, and goals.
Want help putting this to work?
Tell us where your marketing stands today, and we'll show you what to do first.