Phrase match type
Keyword matching options are parameters that you set for your keywords so that your ads appear on searches according to your needs. These settings determine which search queries trigger your ad. We distinguish between 4 types: broad match, exact match, phrase match, and broad match modifier.
What is the phrase match?
If you use keyword phrase matching in your campaigns, your ad will appear only when it is exactly the wording in a search query. It is still flexible, such as broad match type, but it is more precisely targeted. It gives you more control.
This type of match will show your ad to customers searching for an exact keyword with other words before or after it. He’ll also see close variations of that keyword. With this match, you can reach more customers and show your ads to those customers who are more likely to be looking for your product or service.
How to use phrase match?
When you use phrase matching, your ad will show with the exact wording of the keyword, but also with close variations. This is also true when adding additional words before or after a given keyword. For example, plurals, abbreviations, synonyms, homonyms, etc. can be considered as various variations.
The order of the words is important in this match. This means that the ad will not appear to a customer who adds an unrelated term in the middle of the keyword. A phrase is broken if it contains spelled words or additional words are added between them and the ad doesn’t show. When setting it, we mark it with quotation marks, e.g. “Men’s clothing”.
Examples of the use of phrase matching
For men’s clothing, your ad would appear for the search for “elegant men’s clothing,” “men’s clothing price,” and so on. However, it would not appear in cases such as “men’s winter clothing” or “cheap clothing for men”.
Google cites the keyword ‘tennis shoes’ as an example. Ads may also show for phrase match when searching for: tennis shoes, buy sneakers for sale, red sneakers, comfortable tennis sneakers.
“To ensure that your ads don’t show for a particular search term, add it to your ad group or campaign as a negative keyword.”
“Phrase matching increases the likelihood of a click because your ad appears only when it matches a search engine phrase or similar variations. It also helps reduce unwanted impressions on search terms that don’t match your phrase.”
Comparison of match types in the table (according to Google)
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