Keyword Match Type | Phrase Match

Phrase match keywords are enclosed in double quotes –”. For example, “running shoes” is a phrase match version as identified by the double quotes. 

In the past, advertisers had the option to use Broad Match Modifier (BMM) keywords (using the + notation). Today, match types have been simplified and the expanded reach of broad match modifier is now combined with the control of phrase match – meaning keywords with + notation and “” notation are now treated the same in terms of matching and BMM is now discontinued.

For example: +florist and “florist” are now treated the same way! Therefore, BMM keywords are now redundant, and no more support is provided for new Broad Match Modifier keywords. Our keyword list definitely looks neater without those BMM keywords. 

 

 

Keyword matching example – “running shoes” phrase match:

In this case, your ad will trigger for ‘shoes for running’.

Your ad will trigger for ‘buy running shoes on sale’.

Your ad will trigger for ‘red running shoes’ because the phrase ‘running shoes’ is part of the query.

Your ad will trigger for ‘comfortable running sneakers’ because shoes and sneakers can be considered synonyms. Google is being helpful by making this work in your favour because they understand that you may not have identified every single keyword profitable in your business.

 

Your ads will NOT show:

When the query is ‘running socks and training shoes’, your ad will NOT trigger.

When the query is ‘can you wear walking shoes for running’, your ad will NOT trigger. And this is fair because the purchase intent in this query is weak.

 

From the above examples, we can see a marked improvement in phrase match tightness over broad match and it is helpful to include them in your keyword list.