What is Phrase Match?
In PPC advertising, phrase match is a keyword targeting selection that activates ads when a user’s search contains the exact keyword phrase in order or closely resembles it. It is more refined than broad match and more lenient than exact match, so phrase match filters out irrelevant searches while capturing important queries with modifiers. For instance, the keyword for phrase match “digital cameras” would match “best digital cameras under $500,” but would not match “digital accessories for cameras.” This aids advertisers in reaching diverse audiences while still maintaining relevance, thus maximizing ROI.
Examples of phrase match include: Awarding “online coding courses” phrase match to “best online coding courses” ordering and bidding on “vegan protein bars” to also include “cheap vegan protein bars near me”.
Related terms: exact match, broad match modifier, negative keywords, match types