Phrase Match

Phrase match is a keyword match type that will trigger your ad for your exact keyword, with additional words allowed before or after.

Definition

Phrase match is a keyword match type that will trigger your ad for your exact keyword, with additional words allowed before or after. You set this match type by putting your keyword in quotes—for example “gray hats.” With phrase match keyword, results would trigger for queries such as big gray hats, gray hats bulk, or custom gray hats, but not for gray baseball hats.