Phrase match

Positive keyword match types

How it works

Review actual queries because the system uses meaning, not just an exact letter sequence.

Example

Example: A shoe-repair phrase may match a more specific query for that service.

Common mistakes

Quotation marks do not mean literal text matching only.

How can you check this in practice?

Check whether reported search terms include the keyword's meaning. Quotation marks specify phrase match but do not promise an identical word sequence. Monitor irrelevant meanings and add negatives using their separate rules.

• Exact match →
• Broad match →

Distinctions and limitations

Phrase is narrower than broad but is not exact. Synonyms and close variants may be eligible. Negative phrase keywords do not follow the same semantic rules as positive keywords.

Official sources

• Google Ads — About keyword matching options ↗

Related terms

• Broad match →
• Exact match →