What Is Phrase Match in Google Ads? (15,000 Accounts Say It Has Higher CVR!)

Phrase match in Google Ads is a keyword matching option that gives you more control than broad match but more flexibility than exact match. It lets your ads show when users search for terms that include your keyword, even if there are slight variations. In this video, we’ll go over the best match option for your Google Ads campaigns, so you can get the most from your ad spend!

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00:00 What is Phrase Match?

00:46 Broad vs Phrase vs Exact Match

01:30 When to Start Using Exact Match

Frequently Asked Questions:

What is phrase match in Google Ads?

Phrase match allows your ad to appear when a search includes your keyword, but with additional words before or after. It helps balance reach and relevance, making it a middle ground between broad and exact match.

How does phrase match compare to exact and broad match?

Phrase match gives you more flexibility than exact match but is more targeted than broad match. Exact match only triggers when the search closely matches your keyword, while broad match can show ads for broader related searches.

Why does phrase match have a higher conversion rate?

Since phrase match keeps search intent more relevant than broad match while still capturing a range of searches, it tends to attract higher-quality traffic. This can lead to better engagement and conversion rates.

When should I use phrase match keywords?

Use phrase match when you want to maintain control over search intent but still allow for slight variations. It’s great for targeting mid-funnel users who are more likely to convert than broad match traffic.

Does phrase match cost more than other match types?

Not necessarily. While phrase match may have a higher cost-per-click (CPC) than broad match, it often leads to better conversions, improving overall return on ad spend (ROAS).