Phrase Match

Definition

A setting that ensures your ad is only displayed when the user’s search query contains an exact keyword phrase or an extremely close variation, like a misspelling.

For example, if your keyword phrase is “organic coffee,” a search for “cheap organic coffee” will display your ad; a search for “free-trade coffee” will not.

“Phrase match strikes a good balance between unforeseen variations of keywords and very targeted queries.” — @Acquisio #PPC #Marketing
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Resources

  1. Using Match Types to Optimize Performance
  2. The Secret Power of the AdWords Search Terms Report
  3. Keyword Match Types: The What and Why