Phrase Match, explained properly.
What is phrase match?
Phrase match, shown in "quotes", lets your ad show for searches that include the core meaning of your keyword. It is the middle ground between broad match and exact match: more volume than exact, more control than broad. For example, "kitchen fitter Bristol" might trigger "best kitchen fitter in Bristol" or "reliable kitchen fitter Bristol", but would not typically trigger "kitchen fitting courses" or "kitchen DIY Bristol".
How phrase match changed
Originally, phrase match meant the search query had to contain the exact words of the keyword in the exact order. Google has progressively expanded what qualifies. Today, phrase match covers: - The literal phrase in the query. - Same-meaning rephrasings of the phrase. - Reordered words, within reason. - Plurals, misspellings and other close variants. When Google deprecated broad match modifier (BMM) in 2021, phrase match was updated to absorb much of BMM's behaviour, which made it slightly broader than before.
Phrase match syntax
Wrap the keyword in quotes: "running shoes". The quotes tell Google to use phrase match. No quotes means broad match, and square brackets like [running shoes] mean exact match.
When to use phrase match
- **Broad-but-controlled targeting:** when you want more reach than exact match without the wide variability of broad. - **Established campaigns with Smart Bidding:** phrase match feeds the algorithm enough variation to optimise toward conversions. - **Mid-funnel keywords:** where you want to capture intent variations without locking down to literal queries. - **Keywords with common modifier patterns**, such as location-based searches.
Phrase match and negative keywords
Even phrase match can trigger unintended queries. Always build a negative keyword list alongside phrase match keywords and review the Search Terms report regularly. Our PPC campaigns typically use a combination of phrase and exact match for the best balance of control and scale.
Phrase Match: common questions.
Phrase match vs exact match, which to use?
Use exact match for tight control on your highest-value keywords, such as brand and top commercial intent. Use phrase match for broader reach with reasonable safeguards. Most modern accounts use both, layering match types by each keyword's commercial value and the data available.
Will phrase match keywords match wildly different searches?
More than they used to, but less than broad match. The Search Terms report shows exactly which queries Google considered phrase-match equivalents. Review weekly and add negatives for any matches that are not actually relevant.
How do I write phrase match keywords?
Wrap them in quotes: "buy running shoes". The quotes signal phrase match. Keep the phrase tight, because long phrases of four or more words often have low search volume. The sweet spot is two to four words.
Did Google really deprecate broad match modifier?
Yes, in 2021. Broad match modifier, which used plus signs to require words, was folded into phrase match. The difference is mostly invisible day to day; phrase match is now slightly broader than the old version, covering most of what broad match modifier used to.
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