Phrase match keywords are a targeting option in Google Ads that allows advertisers to show their ads when a user's search query contains the meaning of their keyword phrase, including close variations. This match type offers a balanced approach between reach and relevance, sitting between broad mat…Phrase match keywords are a targeting option in Google Ads that allows advertisers to show their ads when a user's search query contains the meaning of their keyword phrase, including close variations. This match type offers a balanced approach between reach and relevance, sitting between broad match and exact match in terms of specificity.
When you use phrase match, you signal to Google that you want your ad to appear for searches that include the concept or meaning of your keyword. The search query must contain your keyword's meaning, though it may include additional words before or after. Google's system has evolved to understand intent and context, so phrase match now captures searches that share the same meaning as your keyword, even if they don't use the exact wording.
To implement phrase match, you place your keyword in quotation marks. For example, if your phrase match keyword is "running shoes," your ad might appear for searches like "buy running shoes online," "best running shoes for marathons," or "affordable running shoes for women." However, it would not show for queries that change the meaning, such as "shoes for running a business."
Phrase match provides several advantages for advertisers. It helps control costs by filtering out less relevant traffic while still capturing a reasonable volume of searches. This match type is particularly useful when word order or specific phrases matter to your business offering.
Best practices for phrase match include regularly reviewing search term reports to identify new keyword opportunities and adding negative keywords to prevent unwanted impressions. Combining phrase match with other match types in your campaigns can help you achieve optimal coverage and performance. Advertisers should monitor their phrase match keywords' performance metrics and adjust bids accordingly to maximize return on investment while maintaining relevance to user searches.
Phrase Match Keywords: Complete Guide for Google Ads Search Certification
What is Phrase Match?
Phrase match is a keyword matching option in Google Ads that allows your ads to show when a user's search includes the meaning of your keyword. The search query must include the same meaning as your keyword, though it can include additional words before or after.
Phrase match keywords are denoted by placing quotation marks around the keyword, for example: "running shoes"
Why is Phrase Match Important?
Phrase match strikes a balance between reach and relevance. It provides:
• More control than broad match - Your ads won't show for unrelated searches • More flexibility than exact match - You can capture variations and longer search queries • Better qualified traffic - Users searching with your phrase are more likely to be interested in your offering • Efficient budget usage - Reduces wasted spend on irrelevant clicks
How Phrase Match Works
When you use phrase match, Google Ads will show your ad when:
• The search query includes the meaning of your keyword • Additional words may appear before or after the keyword phrase • Close variants are included (misspellings, singular/plural forms, abbreviations, acronyms) • Word order matters when it changes the meaning
Example: Keyword: "tennis shoes"
Your ad MAY show for: • buy tennis shoes online • red tennis shoes for women • tennis shoes on sale • shoes for tennis
Your ad will NOT show for: • tennis racket • running shoes • shoe repair tennis court
Phrase Match vs Other Match Types
Broad Match: Widest reach, shows for related searches, uses no symbols Phrase Match: Moderate reach, must contain keyword meaning, uses quotation marks Exact Match: Narrowest reach, must match keyword meaning closely, uses brackets [keyword]
Exam Tips: Answering Questions on Phrase Match Keywords
1. Remember the syntax: Phrase match uses quotation marks (" "). If you see brackets [ ], that indicates exact match.
2. Focus on meaning preservation: The key concept is that the search must include the meaning of your keyword, not necessarily the exact words in the exact order.
3. Word order consideration: Remember that word order matters only when changing it would alter the meaning. "New York to Boston" and "Boston to New York" have different meanings.
4. Close variants are included: Phrase match covers misspellings, plural forms, abbreviations, and synonyms with the same meaning.
5. Additional words allowed: Unlike exact match, phrase match can trigger for searches with extra words as long as the core meaning is preserved.
6. Common exam scenario: You may be asked which searches would trigger a phrase match keyword. Look for options that contain the keyword's meaning with possible additions.
7. Balance concept: If asked about choosing match types, remember phrase match offers a middle ground between reach (broad) and precision (exact).
8. Negative keywords: Understand that negative phrase match keywords work similarly - they prevent ads from showing when the negative phrase meaning is included.
9. Budget optimization: Phrase match is often recommended when advertisers want to control costs while still capturing relevant traffic variations.
10. Read questions carefully: Pay attention to whether questions ask about when ads WILL show versus when they WON'T show for phrase match keywords.