Quick answer: Phrase match is one of three keyword match types in Google Ads. A phrase match keyword tells Google to show your ad on searches that include the meaning of your phrase. Despite the name, phrase match no longer requires the exact phrase to appear; modern phrase match includes synonyms, reordered words, and same-meaning rephrasings, similar to but slightly tighter than exact match.
What Is Phrase Match?
Phrase Match (denoted by “quotes”) allows your ad to 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 while being more controlled 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 in 2021
When Google deprecated Broad Match Modified (BMM) in 2021, Phrase Match was updated to absorb much of BMM’s behaviour. This made Phrase Match slightly broader than it had previously been.
When to Use Phrase Match
- When you want more volume than Exact Match allows
- For keywords with common modifier patterns such as location-based searches
- As a complement to Exact Match to catch related but not identical queries
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 Term Report regularly.
Our PPC campaigns typically use a combination of Phrase and Exact Match for the best balance of control and scale.
How Phrase Match Has 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
Modern phrase match is now closer to old-school broad match modifier (which Google deprecated and folded into phrase match in 2021).
Phrase Match Syntax
Wrap the keyword in quotes: "running shoes". The quotes tell Google to use phrase match. No quotes mean broad match. Square brackets ([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.
Frequently Asked Questions
Phrase match vs exact match: which to use?
Exact match for tight control on highest-value keywords (brand, top commercial intent). Phrase match for broader reach with reasonable safeguards. Most modern accounts use both, layering match types based on each keyword’s commercial value and the available data.
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 to add negatives for any matches that aren’t 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; long phrases (4+ words) often have low search volume. The sweet spot is 2 to 4 words.
Did Google really deprecate broad match modifier?
Yes, in 2021. Broad match modifier (using +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 was, covering most of what broad match modifier used to.
Take this further
Match types are one of the highest-leverage Google Ads settings. Tightening match types is a common audit win, especially for accounts that drifted to broad match for volume.
Ready to apply this to your own site? Book a free discovery call, or explore our PPC packages.