What is a phrase match in Google Ads?

A phrase match in Google Ads is when you put your keywords in quotation marks. This setting means your ad will only appear when someone searches for your keyword phrase exactly as you have entered it, in the exact same word order.

Full Explanation

Phrase match involves enclosing your keywords within quotation marks in your Google Ads campaign. This instructs Google to trigger your ad only if a search query contains your exact phrase and in the exact sequence of words you specified. Unlike broader keyword matches, phrase match ensures more precise targeting of users who search using your specified phrase exactly.

Step-by-Step Breakdown

Choose the keywords you want to target in your campaign.
Enclose these keywords within quotation marks; for example, “buy running shoes”.
Google Ads will then display your ad only when users search for that exact phrase in the exact order you typed it.
Other variations or reordered phrases will not trigger your ad, maintaining strict control on when your ad appears.

Real Examples

If your keyword is “best coffee maker,” your ad will show when someone searches exactly “best coffee maker,” but not if they search “coffee maker best” or “best maker of coffee.” This precision allows you to target a focused audience by matching their exact search intent.

Common Mistakes

Not using quotation marks around keywords, which will result in Google Ads treating them as broad match keywords.
Assuming phrase match allows for word reorder or insertion of words between keywords which it does not.
Failing to recognize that phrase match requires exact order, possibly missing some relevant but reordered searches.

FAQs

Can phrase match keywords have extra words before or after? Yes, but the exact phrase you enclosed in quotes must appear in order within the search query.
Does phrase match trigger ads if words are added inside the phrase? No, the exact phrase in the exact order is required without any insertions.

Key Takeaways

Phrase match keywords are enclosed in quotation marks in Google Ads.
Ads only show for searches that contain the exact keyword phrase in the exact order written.
This match type offers more targeted ad delivery than broad match but is less restrictive than exact match.