Unit
- Phrase match definition: In paid search advertising, phrase match is a keyword matching option that triggers ads when a user's search query contains the exact phrase of the keyword in the same order, with or without additional words before or after. For example, the phrase match keyword "running shoes" may match queries like "buy running shoes online" or "running shoes for men". This differs from exact match, which requires the query to be identical or a close variant, and broad match, which allows synonyms and related searches.
- Historical context: Originally, phrase match was strict: the word order and exact words had to appear in the query. Starting around 2014, search engines began expanding phrase match to include close variants such as plurals, misspellings, stemmings, abbreviations, and acronyms. This increased reach but also introduced the risk of irrelevant impressions if not managed with negatives.
- Phrase match syntax: In Google Ads, phrase match is denoted by surrounding the keyword with quotation marks, e.g., "digital marketing agency". In Microsoft Advertising, the same syntax applies. Other engines like Yahoo and Yandex use similar conventions. Understanding the syntax is fundamental before building campaigns.
- When to use phrase match: Phrase match is ideal for keywords that require a specific word order to maintain intent. For instance, "best running shoes" implies an intent to compare; if a user types "running shoes best", broad match might still trigger, but phrase match won't because the order is different. This control helps advertisers avoid mismatches.
- Phrase match vs. broad match: Broad match casts a wide net and can match to semantically related terms, even if the keyword words aren't present. Phrase match requires the exact word sequence, offering a middle ground between control and reach. Advertisers seeking a balance of volume and relevance often start with phrase match.
- Phrase match vs. exact match: Exact match is the most restrictive, requiring the query to match the keyword exactly or be a close variant. Phrase match allows additional words around the phrase, capturing more traffic. For example, "SEO services" as exact match would not trigger for "affordable SEO services New York", but phrase match would.
- Phrase match in expanded formats: In some engines, phrase match can now match queries where words are inserted within the phrase, as long as the original order is preserved. This is sometimes called "expanded phrase match". Advertisers must monitor search query reports to ensure such expansions align with their goals.
- Setting up phrase match in ad groups: When structuring campaigns, it is common to group phrase match keywords separately from exact and broad match to control bids and track performance. A typical structure is one ad group per theme with phrase match as the core targeting layer.
Campaign Case Study
Campaign: Brightway Brands - Online Home Goods Store
Objective: Increase conversions for kitchen appliances category while controlling cost per acquisition.
Target Audience: Homeowners aged 25-55 actively searching for kitchen upgrades.
Channels: Google Search using phrase match keywords like "stainless steel blender" and "best countertop oven".
Results: After switching from broad match to phrase match for the core keyword set, impressions dropped by 30 percent, but conversion rate increased by 45 percent and cost per conversion decreased by 22 percent. The team was able to reallocate budget to high-performing exact match variants for further gains.
Quick Revision
- Phrase match triggers ads when the query contains the exact keyword phrase in order, with possible extra words.
- Close variants like plurals and misspellings are automatically included in modern phrase match.
- Phrase match offers a balance between the control of exact match and the reach of broad match.
- Use phrase match for keywords where word order indicates high purchase intent.