Phrase Match
Google AdsDefinition
Phrase match is a Google Ads keyword match type that shows your ad for searches containing the meaning of your keyword in the order specified. Denoted by "quotation marks," it sits between exact and broad match.
Phrase match was updated in 2021 to absorb Broad Match Modifier functionality. It now matches searches including the meaning of your keyword, even if additional words appear before or after.
Phrase match provides a useful middle ground: more reach than exact match while maintaining tighter intent control than broad match. It is effective for discovering longer-tail variations without opening up to full broad match breadth.
Add keywords in "quotation marks." Your ad shows for searches that include the meaning of your keyword phrase, with additional words allowed before or after. Google uses AI to determine meaning match.
Phrase match balances reach and control effectively. It expands coverage to relevant longer-tail queries while filtering out searches that diverge from your keyword's core intent.
Related Terms
Related Services
Frequently Asked Questions
-
Phrase match requires the search to include the meaning of your keyword phrase. Broad match can show ads for any search Google considers related, even if the meaning differs.
-
Yes, if the meaning is preserved. "Shoes for running" can match "running shoes" because the intent is the same.
-
Google has not announced plans to remove it. However, Google is pushing broad match + Smart Bidding as the recommended approach.
Not sure which match types fit your account?
Our audit identifies the right keyword strategy for your budget and goals.