What Is a Keyword Match Type Generator?
In Google Ads, the way you write a keyword decides which searches it can match. Plain text is broad match, text in quotes is phrase match and text in square brackets is exact match. Typing those symbols around hundreds of keywords by hand is slow and easy to get wrong.
This keyword match type generator does it for you. Paste a list from any keyword tool and it returns every keyword in the match types you pick, cleaned of symbols Google rejects, duplicates and leftover plus signs from the old broad match modifier.
How to Use the Match Type Generator
- Paste your keywords, one per line. Existing quotes, brackets and plus signs are fine.
- Tick the match types you want to build: broad, phrase, exact or all three.
- Keep the clean up options on to fix capitals, invalid symbols and repeats.
- Pick an output format. Use a plain list to paste into Google Ads, or the CSV for Google Ads Editor.
- Copy or download the result and add it to your ad group.
Google Ads Match Types Explained
| Match type | How to write it | Can show for |
|---|---|---|
| Broad | running shoes | Searches related to the meaning, even without the words, like "jogging trainers" |
| Phrase | "running shoes" | Searches that include the meaning of the phrase, like "buy running shoes online" |
| Exact | [running shoes] | Searches with the same meaning or intent, like "shoes for running" |
All three types also match close variants such as plurals and misspellings. Google explains each type in its guide to adding keywords.
Rules the Generator Checks
- A keyword can have up to 10 words and 80 characters.
- Symbols such as
!,@,%,,and brackets inside a keyword are not accepted. - Plus signs from broad match modifier no longer work, since Google retired it in 2021, so they are removed.
Tips for Choosing Match Types
- Pair broad match with Smart Bidding. Broad match works best when bids learn from your conversion data.
- Use exact match for your best terms so you control the bid and the ad for searches you know convert.
- Avoid the same keyword in two ad groups in the same match type. They compete with each other.
- Review search terms weekly and add negatives for anything that wastes money.
Build Better Keyword Lists
Start from strong ideas with the best keyword research tools, match intent with our search intent guide, and learn why exact terms help in Quality Score explained. Next, split your list into themed ad groups with the keyword grouper.
Frequently Asked Questions
1What is the difference between phrase and exact match?
Phrase match, written in quotes, can show for searches that include the meaning of your keyword plus other words. Exact match, written in square brackets, only shows for searches with the same meaning as your keyword.
2Does broad match modifier still work?
No. Google stopped broad match modifier in 2021 and folded it into phrase match. Plus signs in keywords are ignored, so this tool removes them.
3How do I import the CSV into Google Ads Editor?
Download the CSV, open Google Ads Editor, choose Account, then Import, then From file, and select it. Review the changes and click Keep before you post.
4Should I add the same keyword in all three match types?
Not always. With Smart Bidding many advertisers now use broad and exact only. Adding all three can split data, so test before you roll it out to every ad group.