What is phrase match?

In the world of paid advertising, like Google Ads, choosing the right keyword match type is crucial for your ads to show up for the right searches. Phrase match is one of these important settings. Think of it like a specific search request you give to a search engine. When you use phrase match for a keyword, your ad will appear when someone searches for that exact phrase, or a very close version of it, even if they add other words before or after your phrase.

For example, if your phrase match keyword is "running shoes," your ad could show up for searches like "best running shoes for women," "cheap running shoes online," or even just "running shoes." However, it won't show for "shoes for running" because the order of the words "running" and "shoes" is different, nor will it show for a single word like "running" or "shoes" on its own. It's more focused than a broad match keyword, which might show your ad for loosely related searches, but it's not as strict as an exact match keyword, which only shows your ad for that precise phrase and very close variants.

Using phrase match helps you find a good balance. It allows your ads to reach a wider audience than exact match, catching those slightly varied searches that are still very relevant. At the same time, it helps prevent your ads from showing up for completely unrelated searches, which saves you money and improves your ad performance. It’s about being specific enough to be relevant, but flexible enough to capture valuable traffic.

Why phrase match matters for your campaigns

Phrase match is a powerful tool because it offers a sweet spot between reach and relevance. It helps your marketing team focus your ad spend more effectively and connect with potential customers who are genuinely interested in what you offer.

• Better targeting than broad match: Broad match keywords can cast a very wide net, sometimes showing your ad for searches that aren't quite what you're selling. Phrase match tightens that focus, ensuring the core intent of the search aligns with your keyword. This means fewer wasted clicks from irrelevant searches.
• More search volume than exact match: While exact match is incredibly precise, it can limit the number of people who see your ad because very few people search using the exact same wording every time. Phrase match captures those slightly varied but still relevant searches, giving you access to more potential customers without losing too much relevance.
• Improved relevance and cost-efficiency: When your ads are more relevant to what people are searching for, they are more likely to get clicked. This often leads to higher Quality Scores in ad platforms, which can lower your cost per click and improve your ad's position. Essentially, you get more bang for your buck by reaching interested users.

How to use phrase match effectively

To get the most out of phrase match, you need a thoughtful approach to keyword selection and ongoing management. Here are some key steps:

Identify target keywords

Start by thinking about what your potential customers would type into a search engine to find your product or service. Don't just pick single words. Instead, think in short phrases that describe your offerings.

• Think like your customer: Put yourself in their shoes. What problems are they trying to solve? What solutions are they looking for? For a coffee shop, "best coffee near me" or "espresso delivery" might be good phrase match keywords.
• Use keyword research tools: Tools like Google Keyword Planner, SEMrush, or Ahrefs can help you discover popular search phrases that include your core terms. Look for phrases with decent search volume that are specific enough to indicate intent.

Use negative keywords

This is a critical step for any match type, but especially helpful with phrase match. Negative keywords tell the ad platform when not to show your ad.

• Prevent irrelevant clicks: If you sell high-end "luxury cars" but not "used luxury cars," you'd add "used" as a negative keyword. This stops your ad from showing to people looking for something you don't offer.
• Save budget: Every irrelevant click costs money. By strategically using negative keywords, you ensure your budget is spent on users who are more likely to convert.

Monitor search terms report

After your ads have been running for a while, regularly check the search terms report in your ad platform. This report shows you the actual queries people typed that triggered your ads.

• Discover new keywords: You might find new, relevant phrases that you hadn't thought of. You can then add these as new phrase match keywords.
• Identify negative keywords: You will also see irrelevant searches that triggered your ads. Add these as negative keywords to refine your targeting further.

Group similar keywords

Organize your phrase match keywords into tightly themed ad groups. For example, all your keywords related to "men's running shoes" should be in one ad group, while "women's running shoes" should be in another. This helps you write very specific ad copy that matches the user's search intent, leading to better ad performance.

Best practices for managing phrase match keywords

• Start small and expand: Don't try to use hundreds of phrase match keywords at once. Begin with your most important 10-20 phrases, gather data, and then expand as you learn more about what works.
• Regularly review performance: Keyword performance isn't a "set it and forget it" task. Check your click-through rates (CTR), conversion rates, and cost per conversion regularly. Pause keywords that aren't performing well and invest more in those that are.
• Combine with other match types: A balanced keyword strategy often includes a mix of broad match (with careful negative keyword use), phrase match, and exact match. Phrase match acts as a bridge, offering controlled reach.

Phrase match keywords are a valuable part of a successful paid advertising strategy. They help you attract qualified traffic by targeting specific, relevant search queries while maintaining a broader reach than exact match. By carefully selecting your keywords, using negative keywords, and regularly monitoring performance, you can make phrase match work hard for your marketing goals, leading to more efficient ad spending and better results.