What are phrase match keywords?

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Phrase match keywords in online advertising are a keyword match type that allows your ads to appear when a user’s search query contains the exact phrase or sequence of words in the same order as your keyword, but with additional words before or after it. This match type provides more control than broad match while still allowing for some variation in search queries.

Key Characteristics of Phrase Match Keywords:

Exact Phrase with Variations: Your ad will show when the search query contains the exact phrase, but it can have additional words either before or after it. The order of words must remain the same as the keyword you’ve chosen.
Example:
- If you use the phrase match keyword “women’s shoes”, your ad could show up for search queries like:
  - “buy women’s shoes online”
  - “best women’s shoes sale”
  - “women’s shoes with heels”
  - “cheap women’s shoes”
  - “women’s shoes store near me”
- But it won’t show up for searches like:
  - “shoes for women” (different word order)
  - “women footwear” (synonym variation)
Variation Flexibility: The phrase can be expanded with additional terms, such as adjectives, locations, or product details, but the essential phrase must remain intact. This gives you some flexibility while maintaining a tighter focus than broad match.

Pros of Phrase Match Keywords:

Better Control than Broad Match: Phrase match keywords allow you to capture relevant traffic while avoiding the risk of showing ads for unrelated search queries, which is more common with broad match.
Captures Relevant Variations: Your ad can still show for searches that include extra words or slight variations, giving you a good balance between reach and relevance.
Higher Relevance: Because the search query must include your exact phrase (or a close variation), the traffic is generally more relevant, leading to potentially higher conversion rates than broad match.

Cons of Phrase Match Keywords:

Limited Reach Compared to Broad Match: While phrase match gives you more control, it may limit your ad’s exposure compared to broad match because it requires the search query to contain your keyword in the exact order.
Still Some Room for Irrelevant Queries: While phrase match is more controlled, it’s still possible for your ad to show for queries that aren’t a perfect fit, particularly if your phrase is common or can be part of many different searches.

Best Practices for Using Phrase Match Keywords:

Use with Negative Keywords: Just like with broad match, it’s important to use negative keywords to filter out any irrelevant searches that might still trigger your ad. For example, if you sell premium women’s shoes, you might want to exclude searches with terms like “cheap.”
Monitor Search Query Reports: Regularly check the search terms report to ensure that your phrase match keywords are driving relevant traffic. If you notice any queries that are not ideal, consider adjusting your negative keywords or adding new phrases to your keyword list.
Balance with Exact Match: Phrase match is often used in combination with exact match keywords to capture a wider range of relevant searches while still maintaining high control over the exact terms that trigger your ads.

Summary:

Phrase match keywords are a middle ground between broad match and exact match, offering a balance between reach and relevance. Your ad will appear when the search query contains your chosen phrase in the same order, with extra words before or after it. This provides more control than broad match, reducing the risk of irrelevant clicks while still allowing for some variations in search terms.