What Is Phrase Match?
Also written as phrase match keyword, phrase match type, "phrase match".
Definition
Phrase match is a Google Ads keyword match type that shows your ad on searches that include the meaning of your keyword. You write it in quote marks, like "dog bed". For an ecommerce store, it reaches more searches than exact match and fewer than broad match, so it sits in the middle of the three.
Written by Christopher Krassnig, Founder & CEO of ZenoX Media. Written by the ZenoX team from the accounts we run. Definitions are general; the numbers in examples are maths, not client results.
Phrase Match, Explained
Phrase match is the middle option of the three match types. Google says ads "may show on searches that include the meaning of your keyword" (checked 5 November 2026). It adds that searches "can be a more specific form of the meaning". You add it with quote marks. Google's example is "tennis shoes".
In practice, "dog bed" can catch more specific searches, such as a shopper looking for a large dog bed. Those people want what you sell and they gave extra detail. Phrase match picks up searches you would never think to list one by one.
Compare the three. Exact match reaches the fewest searches and gives you the most steering. Broad match reaches the most, and it is the default if you add no symbols. Phrase sits between them. Google says it shows ads only on searches that include your product or service.
Since it follows meaning, the word order and exact words are no longer a hard rule. Some searches will surprise you.
Phrase match is no safe fence. Open the search terms report. You may find dog bed plans, free dog bed patterns or dog bed repair. Add those as negative keywords. Phrase match works well with regular checks.
How We Use It at ZenoX
Our brand Search build starts on exact match alone, with one keyword: the store's name. Phrase match is the next step when you want common variations of that name. We skip broad match there, so brand budget stays on people looking for the store. Search term checks keep it clean.
Questions People Ask About Phrase Match
What Is the Difference Between Phrase Match and Exact Match?
Exact match shows on searches with the same meaning or intent as your keyword. Phrase match shows on searches that include the meaning, so it can catch more specific ones. Phrase reaches more people. Exact gives you more steering. You write phrase in quotes and exact in square brackets.
How Do You Add a Phrase Match Keyword?
Put quote marks around the keyword when you add it to an ad group. Google's example is "tennis shoes". With no symbols, Google treats the keyword as broad match, which is the default. Check the search terms report after launch to see what it matched.
Related terms
- Exact MatchExact match is a Google Ads keyword match type that shows your ad on searches with the same meaning or same intent as your keyword.
- Negative KeywordA negative keyword is a word or phrase you tell Google never to match your ad against.
- Search Terms ReportThe search terms report is the list of actual queries people typed before they saw your ad.
- Brand Search CampaignA brand search campaign is a Search campaign that only bids on your shop's own name and close spellings.
Go deeper
On the call, we look at your account live. If we can grow it, we will show you how. If we cannot, we will tell you that too, and point you at someone who can.
We work with brands serious about scale. If that is you, let's talk.
