What Is a Phrase Match Keyword?
A Phrase Match keyword in Google Ads allows your ad to appear when someone’s search contains your keyword in the same order, but with extra words before or after it. It gives more control than Broad Match and more flexibility than Exact Match.
In simple words:
Your ads show only when the meaning of your keyword is included in the search.
How Phrase Match Works
When you add a Phrase Match keyword, you write it inside quotes:
Example Keyword:
“digital marketing course”
Google will show your ad for searches like:
- best digital marketing course
- digital marketing course online
- digital marketing course for beginners
But your ad will NOT show for:
- marketing course digital
digital training course (different meaning)
Why Use Phrase Match?
Phrase Match gives the perfect balance of control and reach.
✔ More targeted than Broad Match
✔ Less restrictive than Exact Match
✔ Better lead quality
✔ Lower wasted clicks
✔ Shows ads to people who actually want what you offer
Real-Life Example
Imagine you run a fitness training program.
Your Phrase Match keyword:
“personal trainer near me”
Your ad may show for:
- best personal trainer near me
- personal trainer near me for women
But it won’t show for unrelated searches like:
- online trainer courses
- personal coaching books
This ensures your ad reaches people who actually want a personal trainer.