What is a Phrase Match?
A keyword match type that shows ads for searches including the meaning of your keyword.
Understanding Phrase Match
Phrase match is a Google Ads keyword match type that shows ads for searches that include the meaning of your keyword, with additional words before or after. It provides more control than broad match while still capturing variations.
Phrase match keywords are indicated with quotation marks: "running shoes" would match "buy running shoes online," "running shoes for women," or "best running shoes near me." After Google's 2021 update, phrase match absorbed the functionality of broad match modifier and now focuses on matching search intent rather than literal word order. Phrase match balances reach with relevance—it captures related searches without the sometimes-too-aggressive matching of broad match.
Frequently Asked Questions
What is a Phrase Match?
A keyword match type that shows ads for searches including the meaning of your keyword.
Phrase match is a Google Ads keyword match type that shows ads for searches that include the meaning of your keyword, with additional words before or after. It provides more control than broad match while still capturing variations.
Why is Phrase Match important?
Phrase match offers a middle ground between broad match's reach and exact match's precision. It's particularly useful for advertisers wanting control without limiting themselves to exact queries. After Google expanded phrase match, it became the go-to for advertisers seeking balance—relevant variations without completely trusting the algorithm's judgment of "related" searches.