This keyword match type strikes a balance between reach and relevance.

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Sentence matching
Phrase match means your ads may appear when queries include the meaning of your keyword (as determined by Google's artificial intelligence).



To indicate phrase match keywords in Google Ads, enclose the keyword in quotation marks.

Let's say you bid on "interior paint" (with punctuation included).

Your ad may appear for the following queries:

Buy interior paint (because the query contains the meaning of cuba email list your keyword)
Living room paint (because the query contains the meaning of your keyword)
White paint for walls (because the query contains the meaning of your keyword)
Interior paint (because the query matches the meaning of your keyword)
But it shouldn't show up for more tangential searches like "lavender paint" or "interior design."

Phrase match keywords are useful for brand and competitor campaigns. Because you can ensure that queries are referring to your brand or a competitor's brand.

Tip: Design and optimize your Google Ads campaigns with Semrush's PPC Keyword Tool . You can easily plan keyword match types, remove duplicate keywords, and more.

"Match Types" column highlighted in PPC Keyword Tool
3. Exact match
Exact match means that your ads can only appear when queries have the same meaning as your keyword .

To indicate phrase match keywords in Google Ads, enclose the keyword in square brackets.

Let's say you bid on [interior paint] .

Your ad may appear for the following queries:

Interior paint
Interior paint
Painting the room
But it shouldn't show up for more tangential queries like "living room paint" or "paint for white walls."

Phrase match keywords are useful if your industry regulations require you to only advertise on specific terms.