Google Phrase Match: Everything You Need To Know – Search Engine Journal
Google has continued evolving its ad targeting systems, emphasizing AI-driven, intent-based matching that connects ads to user searches more flexibly.
With this shift, Google Ads aims to give advertisers a balance between reach and control – where phrase match keywords can now capture broader, intent-aligned search terms.
Recent updates focus on “relevant variations” of search terms, leaning heavily on Smart Bidding to provide cost-effective results while allowing AI to show ads for a broader set of queries that match the user’s intent rather than specific words.
Phrase Match Examples
Phrase match’s looser definition introduced in 2024 means ads can appear for broader, intent-aligned queries rather than just queries that contain the same words as the keyword.
For example, a keyword like “eco-friendly cleaning supplies” may trigger ads for searches like [sustainable cleaning products] or [green cleaning solutions].
While these queries don’t have the same words as the keyword, which…
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source: https://news.oneseocompany.com/2025/01/13/google-phrase-match-everything-you-need-to-know-search-engine-journal_2025011359822.html
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