PHRASE MATCH EXPLAINED
WHAT IS PHRASE MATCH
• Phrase Match is a Keyword Feature in Google Ads that tells Google how to target keywords for your ads.
• You have the three options with keyword targeting: Broad Match, Exact Match, and Phrase Match.
• Phrase Match targets keywords similar to the keyword you entered with slight variations.
Eg: If you entered “SEO Company”, you would appear for:
“Top SEO Company”
“Best SEO Company JHB”
“Hire SEO Company“.
“SEO Company Johannesburg”
• Phrase Match is specified by surrounding your keywords with inverted commas (“Keyword”)
• Google will target keywords with added words in the front or the back of the keyword targeted.
• If you target the keyword ‘SEO Agency’, Google targets keywords like ‘Top SEO Agency’ or ‘SEO Agencies’.
WHY USE PHRASE MATCH
REACH
Phrase match has a wider reach than ‘exact match’ keywords, reaching a broader audience.
It targets keywords with close variations to the keyword you entered, not expanding its reach beyond these limitations.
RELEVANCY
Phrase match is more targeted than ‘broad match’ keywords, reaching a more interested audience.
Phrase Match offers higher ad relevancy and better Click-Through Rates than broad match keywords.
COST-EFFECTIVE
Phrase match focuses on keywords similar to the ones you entered, preventing you from spending money on wasted clicks.
Phrase Match avoids targeting redundant keywords, keeping your campaign focused on users who are more likely to take action.
FREQUENTLY ASKED QUESTIONS
How are phrase match keywords different from exact match?
Exact match triggers only for the exact keyword (or close variants), while phrase match allows extra words before or after the phrase.
When should I use phrase match keywords?
Use phrase match keywords in Google Ads campaign when you want to balance reach and control. It is more precise and targeted than broad match but still flexible.
Can phrase match keywords include plurals or misspellings?
Yes! Google includes close variants like plurals and misspelled words.
How do I write specify match keywords in Google Ads
Enclose the keyword in quotes, like: “SEO Company”.
Can phrase match keywords trigger unwanted searches?
Yes, but you can add negative keywords to prevent irrelevant clicks.
Should I combine phrase match with other match types?
Yes! Using a mix of broad, phrase, and exact match can maximize reach, control and performance.
How do I monitor phrase match performance?
Check your Google Ads dashboard and view impressions, clicks, CTR, and conversion data to optimize ads and keywords.