Phrase matching is when a search must include keywords in a specific order for the ad to be displayed. However, the phrase can be included anywhere in the search query.

An example would be for the keyword ‘ppc management’. The search ‘What is ppc management’ would trigger the phrase matching option. The phrase ‘ppc options for management company’ would not trigger the phrase match.

However, to use a phrase match, you must have standard match enabled. Therefore you should understand keyword stemming as that is a default match for every keyword.

The reason for this is that in the above examples, the phrase match ‘ppc management’ will be shown for the query ‘what is ppc manage’. Manage and management are stemming variables of each other, and keyword stemming in done in every search at Overture no matter the matching option.

Phrase match options are very useful for question type queries. The phrase match ‘engagement ring’, would be shown for queries ‘How do I buy an engagement ring’ and ‘Where can I purchase an engagement ring’.

Because phrase match includes the keyword being included anywhere in a search string, a single keyword (i.e. travel) can be phrased matched.

We suggest everyone use the phrase match options, as it will display your keywords whenever they are searched for in your original intention of the keyword. If your query brings up a lot of irrelevant results ‘Where can I get a free engagement ring’, then the use of negative keyword matching.

Read more about Keyword Matching Options.

• Overture Keyword Matching Options: Standard Match
• Overture Keyword Matching Options: Negative Keyword
• Overture Keyword Matching Options
• Phrase Keyword Matching for AdWords
• Overture Keyword Matching Options: Advanced Match