Paste keywords one per line and instantly format them as exact match [keyword], phrase match "keyword", or broad match. Copy directly into Google Ads Editor.
Paste keywords on the left to see formatted output here.
Keyword match types control which search queries trigger your Google Ads. There are three types: exact match, phrase match, and broad match. Each offers a different balance between targeting precision and reach. Choosing the right match type for each keyword determines how much of your budget goes toward relevant traffic versus wasted impressions on searches that will never convert.
Exact match [keyword] shows your ad only for queries that closely match the exact meaning. Phrase match "keyword" allows your ad to appear for queries that include the phrase's meaning with words added before or after. Broad match keyword shows for any query Google considers relevant, including synonyms, related topics, and implied intent.
Exact match gives you the tightest control. Adding [running shoes] means your ad shows for "running shoes" or a very close variant like "running shoe" (singular), but not "best running shoes" or "cheap running shoes for men." Use exact match for your highest-intent, highest-converting keywords where you know the query is directly tied to revenue.
Phrase match expanded significantly in 2021 and now captures many queries that previously required broad match modifier. "running shoes" can trigger ads for "best running shoes for flat feet" or "women's running shoes on sale" because the core meaning is preserved. Phrase match is the best default for most campaigns. It balances control with reach without the heavy negative keyword overhead that broad match demands.
Broad match has changed more than any other match type. Google now uses machine learning to determine query relevance, pulling in signals from your landing page, other keywords in the ad group, audience lists, and historical conversion data. The result is that broad match performs very differently depending on whether you're using Smart Bidding.
With Target CPA or Target ROAS, broad match lets Google's bidding model suppress bids for irrelevant traffic and focus spend on queries that fit your conversion profile. Without Smart Bidding, broad match tends to chase low-intent queries and burn budget quickly. If you're running broad match keywords without conversion-based bidding and solid tracking in place, switch to phrase match until your data foundation is ready.
Google Ads Editor uses bracket and quote notation to distinguish match types in bulk uploads. Exact match keywords are wrapped in square brackets: [keyword]. Phrase match keywords use double quotes: "keyword". Broad match keywords have no special formatting. Just the keyword text. This tool handles the formatting automatically. Paste your keywords, select which match types you need, and copy the output directly into the keyword column in Google Ads Editor.
For large keyword lists, use the Deduplicate option before copying. This removes duplicate entries and prevents Google Ads Editor from flagging conflicting match types for the same term in the same ad group. If you're uploading via CSV, the same bracket/quote format applies. The import template recognizes these characters and assigns the correct match type on upload.