Phrase match: Definition

A keyword setting that allows your ad to show only when someone's search includes the exact phrase of your keyword, or close variations of the exact phrase of your keyword, with additional words before or after. The phrase match keyword "bicycle bell" can cause your ad to show if someone searches for "bicycle bell," "buy bells for bicycles" and "bicycle bell reviews."

  • Phrase match lets a keyword trigger your ad to show only when someone searches for your exact keyword phrase, or close variations of your exact keyword phrase, with potentially other words before or after that phrase. Close variations include misspellings, singular and plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, accents, implied terms, synonyms and paraphrases, and variants of your keyword terms that have the same meaning. Word order is important with phrase match, meaning that your ad won’t appear if someone enters an additional unrelated word in the middle of your keyword. Words in the phrase keyword can be reordered as long as the meaning of the phrase is maintained.
  • For example, when you add "adopt a kitten" as a phrase match keyword, you tell Google Ads to try to show your ad only when someone's search includes "adopt a kitten" or close variations of "adopt a kitten" such as "where to adopt kitens in Nashville,” “how to adopt a baby cat,” or “local kitten adoption events.”
  • Phrase match is one of the four keyword matching options that help control how closely the keyword needs to match a person's search term in order for your ad to appear. You can choose one or more matching options for a keyword, and broad match will be used by default if you don't specify a particular matching option.

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