What is the difference between phrase match, exact match, and broad match in Google Ads?

Short Answer: Phrase match keywords in Google Ads are shown with small comma-like characters around them, exact match keywords are enclosed in square brackets, and broad match keywords appear without any special symbols, just the name itself.

Full Explanation

In Google Ads, keywords can be categorized into different match types to determine how closely a user’s search query must align with your keyword for your ad to be shown. The three main types are phrase match, exact match, and broad match.

Phrase match keywords are recognized by the presence of small comma-like signs surrounding the keyword. This indicates that your ad will be triggered when a search query includes the precise phrase or a close variation within it.

Exact match keywords use square brackets around the keyword. This signals that the ad will only show for searches that exactly match the keyword or very close variations, ensuring precise targeting.

Broad match keywords stand out because they have no special characters around them, only the keyword name itself. Broad match allows your ads to appear in a wide range of related searches, offering broad exposure.

Step-by-Step Breakdown

1. Identify Phrase Match: Look for keywords with comma-like symbols on each side.
2. Identify Exact Match: Look for keywords enclosed in square brackets.
3. Identify Broad Match: Look for keywords without any brackets or commas; just the name.

Real Examples

While specific keywords are not provided, the key difference lies in how they are visually marked. For instance, a phrase match might look like ,keyword,, exact match as [keyword], and broad match simply as keyword.

Common Mistakes

• Confusing the symbols: Using square brackets instead of commas for phrase match or vice versa.
• Omitting symbols when needed: Leaving keywords without marks when phrase or exact match is intended.
• Assuming broad match requires special symbols when it does not.

FAQs

Q: How do I know if a keyword is phrase match?
A: Phrase match keywords are indicated by little comma things on their sides.

Q: What symbol shows an exact match keyword?
A: Exact match keywords are shown with square brackets.

Q: Does broad match have any surrounding symbols?
A: No, broad match keywords have nothing extra around them—just the name.

Key Takeaways

• Phrase match is marked by commas around the keyword.
• Exact match is indicated by square brackets.
• Broad match has no surrounding symbols; it’s just the keyword alone.