What is phrase match?

Phrase match is a keyword option in Google Ads where your ad can show for searches that include the meaning of your keyword. Words can come before or after it, and word order counts when it changes the meaning. Phrase match is wider than exact match and stricter than broad match.

Why is phrase match important?

Balance: more reach than exact match, more control than broad match.
More relevant searches: the core of your keyword stays recognizable.
You can still steer: negative keywords exclude unwanted searches.

Examples of phrase match

The keyword "crm software" can show for “best crm software for construction”.
A sporting goods store with "yoga mat" can show for “non-slip yoga mat to buy”.
Searches with a different meaning, such as “crm job”, you exclude with negative keywords.

How do you use phrase match?

Put the keyword in quotation marks, for example "crm software", and choose phrase match for keywords with a clear meaning or buying intent. Check the search terms report and add negative keywords where needed. Read more about a solid setup on our Google Ads page.

Phrase match