About the Keyword Match Type Generator
Typing quotation marks and square brackets around hundreds of keywords is slow and error-prone. This keyword match type generator does it in one step: paste your list, choose broad, "phrase" or [exact], and copy the formatted output. It also removes duplicate keywords and strips characters that Google Ads and Microsoft Ads reject in keywords, so imports fail less often.
Match type controls how closely a search must relate to your keyword before your ad can show. Exact gives the most control, broad the most reach, and phrase sits between them. Many advertisers run a mix and use negative keywords to block poor matches. The list is processed entirely in your browser.
How to use it
- Paste your keywords, one per line.
- Select the match types you want to generate.
- Review the cleaned, deduplicated output.
- Copy the list into Google Ads, Microsoft Ads or Ads Editor.
Frequently asked questions
What are keyword match types?
Match types tell the ad platform how closely a search must relate to your keyword. Broad match can show for related searches, phrase match for searches that include the meaning of the keyword, and exact match for searches with the same meaning or intent. Each gives a different balance of reach and control.
How do I write phrase and exact match?
Phrase match keywords go inside quotation marks, like "running shoes". Exact match keywords go inside square brackets, like [running shoes]. Broad match has no symbols. The generator adds the symbols for you. You can generate several match types at once, which is handy when you want the same keywords in separate ad groups or campaigns.
Which characters are not allowed in keywords?
Google Ads rejects a number of symbols in keywords, such as ! and @, and stray punctuation can cause import errors. The tool strips characters that commonly cause problems, but check the editor's error report after importing. Fixing any remaining errors there is usually quick.