Phrase Match is a keyword matching option used in online advertising, particularly in pay-per-click (PPC) advertising platforms like Google Ads. It allows advertisers to specify certain keywords or phrases for which their ads should appear when users enter search queries. Phrase match offers a balance between broad reach and precise targeting by showing ads for searches that include the specified phrase in the query.

In Phrase Match, keywords or phrases are denoted by enclosing them in quotation marks (" "). For example:

• The keyword "red shoes" in phrase match would trigger your ad for queries like "buy red shoes," "red shoes for sale," and "red shoes online," but not for unrelated queries like "blue shoes" or "shoes for running."
• Phrase match provides a degree of flexibility while maintaining some level of control over the relevance of the search queries triggering your ads. It allows for variations in the search queries as long as the specified phrase is present within the user's query.

If you do not specify a keyword match type in Google Ads, Google defaults to using Broad Match. In Broad Match, your ads may appear for a wider range of related queries, including synonyms, misspellings, and variations, even if the specified keyword or phrase is not an exact part of the user's query. This can provide broad exposure but may result in less control over ad relevance and budget utilization compared to phrase match or other match types.

Keyword match types in Google Ads include:

1. Broad Match: Ads can appear for a wide range of related queries, including synonyms, misspellings, and variations.

2. Phrase Match: Ads appear for queries that include the specified phrase in the user's search, allowing for some word variations before or after the phrase.

3. Exact Match: Ads appear only for the exact keyword or phrase specified, without variations.

4. Broad Match Modifier: A more restrictive option than broad match, this match type requires that specific words be present in the user's query but allows for variations in word order and additional words.

5. Negative Match: This is used to exclude specific keywords or phrases from triggering your ads, ensuring that your ads do not appear for irrelevant queries.

Choosing the appropriate match type for your keywords is crucial for achieving the right balance between reach and relevance in your advertising campaigns. Different match types offer different levels of control over which queries trigger your ads, and the choice depends on your campaign goals and targeting strategy.