What is a phrase match in Google Ads?

A phrase match in Google Ads is a keyword setting that restricts your ad to appear only when a user’s search includes the exact phrase of your keyword or close variations of that exact phrase.

Full Explanation

Phrase match is a specific keyword option in Google Ads that makes sure your advertisement is displayed only when someone’s search query contains the exact phrase you’ve targeted. This can include close variations, but the critical aspect is that the exact phrase structure of your keyword appears within the search.

Step-by-Step Breakdown

Choose a keyword phrase to target in your Google Ads campaign.
Set the match type to phrase match.
When someone searches using the exact phrase or a close variation of that phrase, your ad becomes eligible to show.
Searches that do not contain the exact phrase or its close variations will not trigger your ad.

Real Examples

If your keyword phrase is set as a phrase match, your ad will only appear for searches that include that phrase exactly, or close variations of it. For instance, the search must contain the exact order of words and meaning of your targeted phrase for the ad to show.

Common Mistakes

A common error is assuming phrase match allows ads to show for any search containing the keyword terms in any order or separated by other words. Phrase match requires the precise phrase to be part of the search query, otherwise, the ad won’t appear.

FAQs

Can my ad show if the search only partially matches the phrase?
No, the search must include the exact phrase or a close variation for the ad to show.

Does phrase match include variations of the phrase?
Yes, close variations of the exact phrase are included, allowing some flexibility.

Key Takeaways

Phrase match targets ads to searches containing the exact keyword phrase.
Close variations of the phrase are also included.
This match type helps control when ads appear by focusing on search queries with the precise phrase.