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Keyword match type converter
Paste your keywords and get clean broad, phrase and exact match versions in one click. Duplicates and characters Google Ads rejects are removed for you.
- Free, no sign-up
- Results in seconds
- Built by the JuvioX team
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Quick answer
How do you write match types in Google Ads?
Broad match is the keyword on its own (roof repair), phrase match goes in quotes ("roof repair") and exact match goes in square brackets ([roof repair]). This converter turns a list of keywords into all three formats at once, ready to paste into Google Ads.
How it works
Three steps, no sign-up
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01
Paste your keywords
One per line, or separated by commas. Existing quotes and brackets are cleaned up.
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02
Pick the match types
Choose any mix of broad, phrase and exact, and whether to output them as negatives.
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03
Copy or download
Copy the list or download a CSV for Google Ads Editor with keyword and match type columns.
FAQ
Questions about this tool
Need more than a tool? See how our Google Ads service works.
Google AdsWhat is the difference between broad, phrase and exact match?
Broad match can show your ad for searches related to your keyword. Phrase match ("keyword") needs the meaning of the phrase in the search. Exact match ([keyword]) is limited to searches with the same meaning. Tighter matches give more control; broader ones give more reach.
Which match type should I use?
Many accounts start with phrase and exact match for control, then test broad match once conversion tracking is reliable and Smart Bidding has data to learn from.
Which characters does Google Ads not allow in keywords?
Symbols such as ! @ % ^ * ( ) = { } ; ~ ` < > ? \ | and commas are not allowed in keywords. This tool removes them automatically.
Does broad match work with smart bidding?
It can. Google recommends pairing broad match with smart bidding, which uses many signals to judge each search. It works best when conversion tracking is accurate and you review search terms and add negatives regularly.
Does exact match only show my ad for that exact search?
Not anymore. Exact match also shows your ad for searches with the same meaning, such as close variants and plurals. It still gives you the tightest control over which searches you pay for.
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