Phrase match

Phrase match keeps more control than broad while still catching longer searches around a keyword. It suits accounts that want reach without handing over the meaning entirely.

Since broad match modifier was retired, phrase also covers what that used to do.

1. Phrase keywords are written in quotes, such as "boiler repair".
2. Filter the keywords report on Match type: Phrase match.
3. Read the search terms of phrase keywords to see the longer searches they match.
4. Compare phrase and broad cost per conversion for the same words.

"boiler repair" matches emergency boiler repair near me and boiler repair cost, but not boiler installation, because that search does not include the meaning of repair.

• Expecting phrase to keep the exact word order every time.
• Assuming phrase never needs negatives.
• Duplicating every phrase keyword in broad without checking which pays.

The audit checks Oppy runs on this, each with its own page.

• One match type is paying more for the same intent
• The same keyword bought at two very different prices

• Match type: How closely a search must match a keyword for the ad to show: broad, phrase or exact.
• Broad match: The widest keyword match type: ads can show on searches related to the keyword's meaning, even without its words.
• Exact match: The narrowest keyword match type: ads show on searches with the same meaning as the keyword, including close variants.