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What Does a Phrase Match Keyword Mean for Your Search Campaign?
Learn how phrase match keywords work in Google Ads. Understand how this match type allows your ad to show for searches containing your keywords’ meaning in any order.
Question
Which statement correctly describes a phrase match keyword?
A. Your ad shows only when the search includes your exact keyword phrase in the same order
B. Your ad shows for any search containing your keywords in any order
C. Your ad excludes certain search terms
D. Your ad shows only for exact matches of the keyword with no extra words
Answer
B. Your ad shows for any search containing your keywords in any order
Explanation
In Google Ads, a phrase match keyword tells the system to show your ad when a user’s search query includes the meaning of your keyword. While phrase match used to require the exact words in the exact order, Google updated this match type so that ads can now trigger for queries that contain your keywords (or close synonyms with the same meaning) in any order, and they can also include extra words before or after the phrase. This makes phrase match more flexible than exact match, but more targeted than broad match.