Google Ads Phrase Match Keywords [Complete Guide 2021]

In Google Ads, phrase match is a keyword matching option where your ad can show on searches that include your keyword phrases, close variations of your keyword phrases, or other terms that are related to your keywords. To reach people who are searching for what you offer, you’ll need to use the right keywords.

When you create a new campaign or ad group in Google Ads, you’ll need to choose between three keyword match types: broad match, phrase match, and exact match. Your choice will determine how closely related the searches must be to your keywords before your ad can appear.

If you want your ad to appear on as many relevant searches as possible, choose broad match. If you want your ad to appear only on searches that are very similar to your keywords, choose phrase match. If you want your ad to appear only on searches that exactly match your keywords, choose exact match.

To reach people who are searching for what you offer, you’ll need to use the right keywords. When creating a new campaign or ad group in Google Ads, you have the option to choose between three keyword match types: broad match, phrase match, and exact match. Your choice will determine how closely related the searches must be to your keywords before your ad can appear.

If you want your ad to appear on as many relevant searches as possible, choose broad match. Broad match is the default option and allows your ad to show on relevant variations of your keyword, even if the searcher doesn’t use those same terms in their search query.

For example, let’s say you sell women’s shoes and someone searches for “shoes for women.” Your Broad Match Modified women’s shoes would be eligible to show because it’s a close variation of your broad match keyword.

If you want more control over when and where your ads appear, choose either phrase match or exact match. Phrase Match allows you more control than broad match but still gives you the opportunity to reach more customers with relevant searches that may not include all of your keywords. For example, if someone searches for “red shoes for women,” your phrase match red women’s shoes would be eligible to show because it includes all of the words in the searcher’s query, in the same order. But if someone searched for “women’s shoes size 8 red,” they wouldn’t see your ad because size 8 red isn’t included in your phrase-matched keyword red women’s shoes. Exact Match gives you the most control by only allowing your ads to show when someone enters a search query that exactly matches one of your keywords—without any additional words before or after it. So using our previous example, if someone searched for “red women’s shoes size 8,” they would see your Exact Match [red women’s shoes] but if they searched for “where can I find red women’s shoes size 8,” they wouldn’t see Exact Match [red women’s shoes]. You can learn more about choosing the right keywordmatch type here: [link removed]