Phrase Match Explained
Phrase match keywords are a type of keyword matching option used in Google Ads (formerly known as Google AdWords) to control which searches trigger your ads to appear. They offer a balance between broad match and exact match keywords, allowing you to reach a broad audience while maintaining some control over the specificity of the searches triggering your ads.
With phrase match, your ad will appear when someone searches for your exact keyword phrase, or close variations of your exact phrase, with additional words before or after. This allows flexibility in reaching potential customers who may use variations of your targeted keyword phrase.
For example, if your keyword phrase is "women's hats," your ad might appear for searches like "buy women's hats" or "women's hats for sale," but not for "hats for women" or "women's scarves."
Since 2021, Google has integrated many capabilities of its older modified broad match type into phrase match. This change aims to provide the expansive reach of broad match while maintaining the precise control that was originally offered by modified broad match.
Try It Below
You can use our generator below to have a go at creating some phrase matched keywords. If you want a more extensive keyword match generator/tool that covers all match types, check out our one here.