Phrase Match Keywords in Google Adwords, Keyword Match Types in Adwords

All about Phrase Match Keyword Type in Google Adwords

Feb 21, 2012   //   by Kaushal Shah   //   Blog, Google Adwords  //  No Comments

I am continuing the series of keyword match types. First I covered broad match keywords in Google Adwords, now in this post I am going to discuss about Phrase Match Keyword Types.

Phrase Match Keywords in Google Adwords

In simple words, Adwords shows your ad only when the keyword phrase is targeted. To define the phrase match, you need to put the keywords in double quotes (” “). Google only triggers ads when keywords in your phrase are matched.

According to Google, “If you enter your keyword in quotation marks, as in “tennis shoes”, your ad would be eligible to appear when a user searches on the phrase tennis shoes, in this order, and possibly with other terms before or after the phrase. For example, your ad could appear for the query red tennis shoes but not for shoes for tennis, tennis shoe, or tennis sneakers. Phrase match is more targeted than broad match, but more flexible than exact match.”

Phrase Match benefitsPhrase Match Keyword Type in Google Adwords

  • Targeted website traffic
  • Less cost
  • Good for small budget campaigns
  • Better than broad match keywords

Phrase Match drawbacks

  • Doesn’t target synonyms and similar words
  • Lesser reach
  • Less traffic

Phrase Match Keyword Examples

Continuing from the example above of “tennis shoes”, the ad would be eligible to appear when a user searches for the exact same phrase or with combination of other keywords where the order of the targeted keyword “tennis shoes” is not disturbed. So, the ad would show up for search queries like buy tennis shoes and tennis shoes nike, but it will not show up for tennis shoe or shoes for tennis.

As mentioned for broad match keywords, you should periodically check the search term reports to see which keywords are triggering your ad. The non-relevant keywords should be added to negative keywords list regularly.

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