Keyword Match Type Converter
Instantly convert your keywords between broad match, phrase match, and exact match formats. Paste your keywords and get all three match types ready to import into Google Ads.
Tip: Keywords can be in any format - we'll clean and convert them automatically.
Understanding Google Ads Keyword Match Types
Keyword match types control which searches trigger your ads. Choosing the right match type is crucial for balancing reach and relevance in your Google Ads campaigns. This tool helps you quickly convert keywords between all three match type formats.
Broad Match Keywords
Broad match is the default match type with the widest reach. Your ads may show on searches that relate to your keyword, including:
- Synonyms and related searches
- Misspellings and variations
- Related concepts and topics
Example: Keyword tennis shoes could match "buy running sneakers" or "athletic footwear."
Best for: Discovery, reaching new audiences, and campaigns with Smart Bidding.
Phrase Match Keywords
Phrase match shows your ads on searches that include the meaning of your keyword. The search must contain the same meaning or intent.
- Includes searches with additional words before or after
- Matches close variations and implied words
- Excludes searches with different intent
Example: Keyword "tennis shoes" could match "buy red tennis shoes" but not "shoes for tennis court maintenance."
Best for: Balanced reach and control, mid-funnel targeting.
Exact Match Keywords
Exact match provides the most control, showing ads only on searches with the same meaning or intent as your keyword.
- Highest relevance and control
- Still matches close variants (plurals, misspellings)
- Same intent required
Example: Keyword [tennis shoes] matches "tennis shoes," "tennis shoe," and "shoes for tennis."
Best for: High-intent keywords, brand terms, and controlled spending.
Match Type Strategy Tips
- Layer match types: Use multiple match types for the same keyword at different bid levels.
- Start narrow: Begin with exact/phrase match, then expand to broad as you learn.
- Use negative keywords: Combine broader match types with negatives to filter irrelevant traffic.
- Monitor search terms: Regularly review the search terms report to refine targeting.
- Match with Smart Bidding: Broad match works best when combined with automated bidding strategies.
Deprecated Match Types
Broad Match Modifier (BMM): As of February 2021, BMM (+keyword) is no longer available. Phrase match now includes the behavior of BMM, matching to searches that include the meaning of your keyword.
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