What is phrase match in Google Ads?

Short Answer: Phrase match is a keyword matching option in Google Ads that uses parentheses to allow your ad to show only when someone searches for your exact keyword phrase or close variations of that exact phrase. This option offers more control and is ideal for advertisers who understand the specific role of each keyword in their campaigns.

Full Explanation

Phrase match in Google Ads is a controlled method of keyword targeting that helps ensure your ads display only when search queries include your exact keyword phrase or close variations of it. Unlike broader match types, phrase match limits impression opportunities to more relevant searches, increasing the precision of your targeting.

Denoted by parentheses, this match type requires the search query to contain the keyword phrase in the same order, though additional words before or after the phrase are allowed. It balances restricting unwanted traffic with capturing relevant interested users.

This type of match is recommended for advertisers who are well-versed and educated on how each keyword fits into their overall advertising strategy, giving them confidence to manage and optimize their keyword lists with accuracy.

Step-by-Step Breakdown

Select phrase match for a keyword: Use parentheses around the keyword phrase you want to target, e.g., (digital marketing).
Control ad triggering: Your ad will only appear when the exact phrase or a close variation is present in the search query.
Allow variations: While the phrase must remain intact and in order, additional words can appear before or after it in the search.
Monitor and optimize: Since this match grants refined control, educated advertisers adjust their keyword list based on performance knowing exactly where each keyword’s value lies.

Real Examples

Using phrase match with the keyword phrase (running shoes) means your ad could show for searches like “buy running shoes” or “running shoes for men” because the phrase is intact and in the same order. However, it won’t show for “shoes for running” since the order is changed.

Common Mistakes

Failing to use parentheses correctly can switch your match type from phrase match to another type, reducing control.
Applying phrase match without understanding the role of each keyword can lead to inefficient ad spend.
Ignoring variations and performance data limits the advantages that phrase match provides.

FAQs

Q: How is phrase match different from broad match?
Phrase match allows ads to appear only when the exact keyword phrase or close variations appear in the search query, providing more control than broad match, which shows ads for a wider range of searches.

Q: Can I use phrase match if I’m new to Google Ads?
Phrase match is recommended for advertisers who have a solid understanding of their keywords and campaign goals, as it requires knowledge on managing precise keyword targeting.

Key Takeaways

Phrase match uses parentheses to give you control over ad impressions.
Your ad shows only when the exact keyword phrase or very close variations are in the search query.
This match type is ideal for educated advertisers confident in their keyword strategy.
Phrase match balances precision and reach, helping improve ad relevance and campaign performance.