How do you use phrase match and exact match in Google Ads?

The short answer is to usually start with phrase match when running Google Ads campaigns. If your ads seem to be going off course, switch to exact match to apply stricter rules. If you find you aren’t getting clicks or impressions, especially in areas with low search volume for that keyword, revert back to phrase match and give it a week or two to collect data. If that still doesn’t produce results, you may consider broad match as a next step.

Full Explanation

Phrase match in Google Ads allows your ads to show when users search for a keyword phrase in the exact order, but with additional words before or after. This makes it a good starting point for most campaigns because it strikes a balance between relevance and reach. However, if your ads are not performing as expected — potentially due to matching searches that are too broad or unrelated — then switching to exact match is recommended. Exact match restricts ad triggering to searches that match the keyword exactly, providing tighter control over who sees your ads.

On the other hand, if exact match yields very low impressions or no clicks, especially when your keyword doesn’t have high search volume in your target geographic area, returning to phrase match helps to expand your reach while maintaining relevance. Allowing your phrase match campaigns to run for at least a week or two provides enough time to gather meaningful data. If neither phrase nor exact match produces good results, broad match can be tested as an alternative, but this comes with even less restriction.

Step-by-Step Breakdown

Start your campaign using phrase match keywords to allow some flexibility in search queries but maintain relevance.
Monitor the campaign performance. If ads go “off board”, meaning they show to irrelevant audiences or receive unwanted traffic, switch to exact match keywords.
If you notice extremely low or zero clicks and impressions under exact match, especially in your specific location where search volume is low, switch back to phrase match.
Allow phrase match campaigns to run for one or two weeks to collect sufficient data and test their effectiveness.
If after testing phrase match you still don’t see expected results, consider trying broad match for greater reach.

Real Examples

While specific examples are not provided, the approach implies starting with phrase match keywords such as “running shoes sale” to capture relevant searches with slight variation. If irrelevant traffic appears, shifting to exact match like [running shoes sale] narrows your audience strictly to those typing this exact phrase. If this exact phrase has few searches nearby, return to phrase match and test for longer. If still unproductive, broaden your keyword strategy further.

Common Mistakes

Starting with exact match right away without testing phrase match limits initial reach and data collection.
Switching match types too quickly without allowing time to gather data (less than a week or two).
Not responding to low impressions by adjusting match types; continuing with exact match may stall performance if keyword search volume is low locally.
Ignoring the balance between strictness and reach that phrase match offers versus the control of exact match.

FAQs

Q: Why start with phrase match instead of exact match?
Phrase match provides flexibility while maintaining relevance, allowing your ads to reach a wider audience at the start.

Q: When should I switch to exact match?
If phrase match causes your ads to display for irrelevant searches or underperforms with off-target traffic, switching to exact match tightens control.

Q: What if exact match doesn’t get enough clicks or impressions?
Return to phrase match and test for at least one or two weeks to assess performance before trying other match types like broad match.

Key Takeaways

Use phrase match as a starting point for keyword targeting to balance reach and relevance.
Move to exact match when tighter control over search queries is needed.
Always consider local search volume; low impressions may require returning to phrase match.
Test each match type for a week or two to collect reliable data before making changes.
If phrase and exact match don’t work, broad match may be explored as a last step.