Keyword match type tool
In Google Ads, exact match goes in square brackets, [red shoe], phrase match goes in quotes, "tennis shoes", and broad match is the bare keyword, which is also the default. Paste a list below to clean it and wrap every keyword in the match types you pick.
Wrap your keywords
A sample list is loaded with a duplicate, mixed capitals and old match-type symbols, so you can see the cleanup. It runs in your browser and sends nothing.
[emergency plumber] [water heater repair] [drain cleaning] [sewer line repair] [tankless water heater] "emergency plumber" "water heater repair" "drain cleaning" "sewer line repair" "tankless water heater"
Paste the list into the keywords box of an ad group. Google reads the brackets and quotes as the match type.
The agent builds keyword lists from your site and reads the search terms report every day.
Match types at a glance
| Match type | How to type it | Ads may show on |
|---|---|---|
| Exact[1] | [red shoe] | Searches with the same meaning or intent |
| Phrase[1] | "tennis shoes" | Searches that include the keyword's meaning |
| Broad (default)[1] | red shoe | Related searches, including ones without the keyword's direct meaning |
Picking a match type
- Exact match gives you the most control over who sees the ad and reaches the fewest searches.[1] Use it for your best-converting terms.
- Phrase match reaches more searches than exact and fewer than broad.[1] It's a sensible default for a new local account.
- Broad match is the default, and Google says it's critical to pair it with Smart Bidding.[1] Turn it on once conversion tracking works and the campaign has conversions to learn from.
- Don't add near-duplicates like "red car" and "car red". Google treats them as one, and only the one with the higher Ad Rank is used.[1]
- Negative keywords use the same symbols but behave differently: they don't match close variants, so add singular and plural forms yourself.[2] Start with a negative keyword list for your industry.
Link to this tool
Common questions
How do I enter exact match and phrase match keywords?
Put exact match keywords in square brackets, like [red shoe], and phrase match keywords in quotes, like "tennis shoes". A keyword with no brackets or quotes is broad match, which Google uses by default.
What is the difference between broad, phrase and exact match?
Exact match shows ads on searches with the same meaning or intent as the keyword and reaches the fewest searches. Phrase match shows ads on searches that include the keyword's meaning. Broad match shows ads on related searches, even ones that don't contain the keyword's direct meaning. Each broader type also matches everything the narrower types match.
Should I add the same keyword in all three match types?
Not usually. Google notes that a broad match keyword already matches the searches of the same keyword in phrase and exact match. Many advertisers start with phrase and exact while the account is new, then test broad match with Smart Bidding, which Google says broad match needs.
What happened to broad match modifier (+keyword)?
Google's help page on keyword matching lists three options: broad, phrase and exact. The + signs from the old broad match modifier aren't one of them, so the tool strips them before wrapping.
Can RunAds build my keyword lists?
Yes. RunAds reads your site, builds keyword lists in the right match types for each campaign, and adds negatives from the search terms report as it runs. Signing up is free and credit packs start at $25.
Sources
- About keyword matching options, Google Ads Help. Checked Nov 9, 2026.Broad match is the default and is entered as the bare keyword; phrase match goes in quotes ("tennis shoes"); exact match goes in square brackets ([red shoe]). Broader types also match every search the narrower types match.
- About negative keywords, Google Ads Help. Checked Nov 6, 2026.Negative keywords don't match close variants, so synonyms and singular or plural forms have to be added separately. Casing and misspellings are covered automatically.
Every outside number on this page links to its source above, with the date we checked it.
Related pages
The right keywords, in the right match.
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