All you have to do is surround each of your existing keywords with quotation marks and voila! You have phrase match.


Phrase match simply means that a user’s query (or what they are searching for) must include the phrase you are bidding on. It can include more words in front of, in between or after your words, but your words have to be in there. Example: “running shoes” may be the phrase you are bidding on (hence the quotes) and someone searches for “size 8 women’s running shoes”. Your ad will be visible because the searcher’s query contains your target phrase. If someone searched for “wedding shoes”, your ad would not be visible if you are using phrase match. If you were using broad match, your ad would be visible.