Phrase Match
A keyword match type that shows ads when a search includes the meaning of your keyword.
Why It Matters
Phrase match balances reach and control, capturing relevant variations while filtering noise.
How It Works
Ads show when a search includes the meaning of your keyword phrase, even if the exact words are not present. Google interprets intent, so word order and close variants are matched.
Real-World Example
The phrase match keyword "digital marketing agency" can trigger ads for "agency for digital marketing services."
Common Mistakes
Assuming phrase match only triggers for exact phrases
Not reviewing search terms for intent mismatches
Related Terms
A keyword match type that shows ads for searches related to your keyword, including synonyms and variations.
A keyword match type that shows ads only for searches with the same meaning as your keyword.
Keywords that prevent your ad from showing for specific irrelevant searches.
Phrase Match FAQs
How is phrase match different from broad match?
Phrase match requires the search to include the meaning of your keyword, while broad match allows loosely related queries.
Should I use phrase match or exact match?
Use phrase match for discovery and exact match for high-intent terms where you want precise control.
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