Phrase match is a Google Ads keyword matching option that helps advertisers display their ads to users who search for exact phrases or close variations of them. It balances broad and exact matches, offering advertisers more control over their targeting while capturing a wider range of relevant queries. Phrase match keywords are placed in quotation marks, like “tennis shoes.”
This match type allows your ad to show when someone searches for your phrase keyword, even if other words appear before or after it. It’s a powerful tool in digital marketing campaigns when you want relevance and reach without the randomness of broad-match keywords.
Understanding Google Ads’ Keyword Match Types
Before diving deeper into phrase match, it’s helpful to understand the broader family of keyword match types in Google Ads.
Overview of Broad Match
Broad match is the default match type. It displays ads for any search term Google deems relevant, often leading to irrelevant traffic. For example, a broad match for “tennis shoes” could trigger ads for “running gear” or even “footwear stores.” While a broad match captures a wide audience, it lacks the precision many campaigns need.
Overview of Exact Match
The exact match is the most restrictive match type. Ads only show when the user types the exact key close variants. It offers high control, but limits reach. For example, “[blue suede shoes]” (using square brackets) would only trigger that precise query or close variations like “blue suede shoe.”
Overview of Phrase Match
Phrase match offers a middle ground. Ads appear when the search query includes your exact keyword phrase in the correct order but may include other words before or after. For instance, “comfortable tennis shoes for kids” could trigger an ad for the phrase to match the keyword “tennis shoes.”
How Phrase Match Works in Google Ads
Definition and Functionality
Phrase-match keywords allow for a more refined reach. It ensures your ads appear for queries where the phrase’s meaning is preserved and captures slight variations or additions. For example, “affordable moving services” could match searches like “affordable moving services in Chicago.”
Examples of Phrase Match Usage
Using the phrase match keyword “gym workout clothes,” your ad could appear for:
- “cheap gym workout clothes.”
- “best gym workout clothes for women”
It wouldn’t show for:
- “workout clothes for gym” (word order is different)
- “clothes for gym workouts” (the phrase is broken up)
Comparing Phrase Match with Other Match Types
The most significant difference between phrase match and broad match is the level of control. Broad matches may attract more traffic but often bring irrelevant clicks. An exact match, while precise, doesn’t capture variations. Phrase match offers a flexible but focused approach—perfect for reaching intent-aligned queries while avoiding unrelated terms.
Advantages of Phrase Match Keywords
Improved Ad Relevance
Using phrase match, your ad appears only when queries align closely with your keyword phrase. This boosts the relevancy of your ad copy and landing page, which can lead to better Quality Scores.
Enhanced Targeting Efficiency
Since phrase match maintains the keyword’s intent, you avoid wasting money on unrelated queries. It gives you more control over search terms without completely restricting traffic.
Increased Click-Through Rates
Because the queries are more aligned with user intent, CTRs often improve. Users are likelier to like ads that closely match their search terms, especially when using phrase keywords like “eco-friendly cleaning supplies.”
Recent Updates to Phrase Match
Transition from SKAG to SIAG
The old structure of Single Keyword Ad Groups (SKAGs) has evolved. Now, marketers prefer SIAG—Single Intent Ad Groups. With phrase match’s flexibility, you can group intent-aligned queries without over-segmenting campaigns.
Thematic Targeting Advancements
Google’s AI-driven updates have made phrase matching more intent-aware. This means that even if a user’s query isn’t exactly matched, Google might show your ad if the search intent is similar. For example, “buy blue sandals” could match “blue shoes for summer.”
Effects of Recent Algorithm Changes
Recent changes in Google’s matching behavior give advertisers more reach but require careful monitoring. Advertisers now rely heavily on the search terms report and negative keyword lists to maintain campaign efficiency.
Strategies for Optimizing PPC Campaigns with Phrase Match
Structuring Thematic Ad Groups
Use keyword themes instead of rigid SKAG structures. For example, group all “basketball shoes” variations into one ad group using the phrase match. This keeps your ad copy focused while expanding keyword reach.
Implementing Smart Bidding Techniques
Smart BiddInnovativetrategies like Target CPA and Target ROAS work well with phrase match. Because you’re targeting relevant variations, machine learning algorithms have more data to optimize conversions.
Importance of A/B Testing
Test different versions of ads with phrase matches to discover which messages perform best. Try variations in ad copy, display paths, or final URLs to refine campaign performance.
Considering the Role of Negative Keywords
How Negative Keywords Complement Phrase Match
Phrase match still allows broad variations, sometimes pulling in irrelevant traffic. This is where harmful types shine. For example, if you’re targeting “running shoes” but don’t want clicks for “cheap running shoes,” adding “cheap” as a negative keyword improves traffic quality.
Common Scenarios and Best Practices
Let’s say your target keyword is “ceramic cookware.” If your ad shows “ceramic skillet reviews,” but you don’t sell skillets, you’ll want to add “skillet” as a negative keyword. Regularly using the search terms report helps spot and eliminate bad clicks.
Benefits and Drawbacks of Using Phrase Match
Situations When Phrase Match is Most Effective
Phrase match works well in high-competition markets, where you need a balance between traffic and control. It’s ideal for eCommerce, local services, and B2B brands that want to refine ad spending without narrowing their reach.
Potential Limitations and Pitfalls
The phrase match isn’t perfect. Sometimes, Google may show your ad for queries that seem aligned but don’t convert. Without careful monitoring, you could see an increase in cost-per-click without meaningful results. Combining phrase matches with keyword research tools, conversion tracking, and audience insights is essential.
Best Practices for Phrase Match in PPC Campaigns
Practical Tips for Matching Strategies
- Use phrase match for mid-funnel keywords.
- Layer in audience signals and demographics.
- Combine phrase match with Smart Bidding for better results.
Avoiding Common Mistakes
Avoid relying solely on phrase match without reviewing the search terms report. Also, don’t forget to add negative keywords regularly. Relying too heavily on any one match type can lead to missed opportunities.
FAQs
What is Phrase Match in Google Ads?
Phrase match allows your ad to show when a user’s search includes your exact keyword phrase in the same order.
How is the phrase match different from the exact match?
An exact match only triggers for the precise query or close variants. Phrase match includes the phrase with other words before or after.
Should I use phrase match or broad match?
Use phrase match when you want a balance of control and traffic. A broad match is better for early testing or brand discovery.
Can I use negative keywords with phrase match?
Yes, and you should. Negative keywords help filter out irrelevant queries that a phrase match might still trigger.
Is phrase matching still relevant in 2025?
Absolutely. Especially with Google’s intent-based matching, phrase match offers a reliable way to stay competitive while optimizing spending.
Conclusion
Phrase matching remains one of the most valuable tools in a marketer’s arsenal. It offers bright, innovative precision and flexibility, making aligning ads with search intent easier while controlling costs. Whether running local ads for “lawn mowing service” or scaling a national campaign for “comfortable tennis sneakers,” phrase match helps you meet your advertising goals without sacrificing reach or relevance.
