What is phrase match in Google Ads?

In Google Ads, phrase match is a keyword match type that allows your ad to show when a user's search query contains the exact phrase or close variations of that phrase, with additional words either before or after the phrase. This match type gives you more control over who sees your ad compared to broad match but still offers flexibility compared to exact match.

For example:

If your keyword is "running shoes", your ad might show for queries like:

"best running shoes"

"buy running shoes online"

"running shoes for men"

But it won't show for:

"shoes for running" (words are reordered, which changes the meaning)

"running socks" (additional words change the meaning)

Key points about Phrase Match:
The search query must include your exact phrase, but it can have words before or after it.

It does not allow for words in the phrase to be reordered.

Close variations (like singular/plural, misspellings, or different word forms) are included.