Match types in Google Ads and Microsoft Ads
| Match type | Syntax | Matches |
|---|---|---|
| Broad | keyword | related searches, decided by the platform |
| Phrase | "keyword" | searches that include the meaning of the phrase |
| Exact | [keyword] | searches with the same meaning |
| Negative broad | -keyword | blocks searches containing all the words |
| Negative phrase | -"keyword" | blocks searches containing the phrase |
| Negative exact | -[keyword] | blocks the exact search |
Broad match modifier (+keyword) was retired by Google in 2021 and is included only for legacy campaigns and other platforms.
Using the wrapper
Paste one keyword per line and pick the match types you need. Group by type outputs each type as its own block (ideal for pasting into Google Ads Editor, which accepts keywords with their match-type syntax). Turn grouping off to interleave the versions of each keyword. Existing brackets and quotes are stripped first, so you can re-wrap lists safely.
Worked example
Here is what the Keyword Match Type Wrapper returns for its built-in example. Settings used: Group by type: on. Click Try an example in the tool above to load it, then change it as you like.
word counter
character counter
free grammar checker# Phrase
"word counter"
"character counter"
"free grammar checker"
# Exact
[word counter]
[character counter]
[free grammar checker]Questions
How do I add brackets to keywords for exact match?
Paste your keywords and select Exact; each line is wrapped in square brackets.
Is broad match modifier still available?
No. Google Ads phased out broad match modifier in 2021; phrase match took over its behaviour.
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