Google Ads Keyword Match Type Tool
Paste your keyword list and get all three Google Ads match types instantly — Broad, Phrase (“quotes”), and Exact ([brackets]). Bulk convert and export to CSV for Google Ads Editor. No signup.
One keyword per line
keyword"keyword"[keyword]Google Ads match types explained
running shoesBroad Match
Shows for related searches, synonyms, and variations. Maximum reach, lowest precision. Default if no format is specified.
"running shoes"Phrase Match
Shows when the meaning of the phrase is included in the search. More targeted than broad. Wrapped in double quotes.
[running shoes]Exact Match
Shows only for that exact meaning or close variants. Highest precision, lowest volume. Wrapped in square brackets.
Faster than manual formatting or Keyword Shitter
Most PPC managers format match types by hand in Excel — error-prone and slow for large lists. Keyword Shitter generates keyword ideas but doesn't format match types. This tool is purpose-built: paste any size list, get all three formats in one shot, export to CSV for Google Ads Editor.
| Feature | MarketerTools | Manual (Excel) | Keyword Shitter |
|---|---|---|---|
| All 3 match types at once | ✓ | ✗ | ✗ |
| Bulk paste input | ✓ | ✓ | ✗ |
| CSV export | ✓ | ✗ | ✗ |
| Copy individual formats | ✓ | ✗ | ✓ |
| Copy all at once | ✓ | ✗ | ✗ |
| No signup required | ✓ | ✓ | ✓ |
| No keyword limits | ✓ | ✓ | ✗ |
| Match type explainer | ✓ | ✓ | ✗ |
Frequently asked questions
What are Google Ads keyword match types?
Google Ads has three keyword match types: Broad Match (shows for related searches and synonyms — default), Phrase Match (shows when the phrase appears in the query, wrapped in double quotes), and Exact Match (shows only for that specific query or close variants, wrapped in square brackets).
How do I format phrase match and exact match keywords?
Phrase match: wrap in double quotes — "running shoes". Exact match: wrap in square brackets — [running shoes]. Broad match has no special formatting — just type the keyword as-is. This tool converts your keyword list to all three formats in one click.
Which match type should I use in Google Ads?
Start with Phrase Match for most campaigns — it balances reach and relevance. Use Exact Match for branded keywords and high-converting queries where you know intent precisely. Reserve Broad Match for discovery campaigns with strong Smart Bidding, as it can attract irrelevant traffic without Target CPA or ROAS targets.
What changed with Google Ads match types in 2021?
In 2021, Google retired Broad Match Modified (BMM) and merged it into Phrase Match. Phrase Match now behaves similarly to how BMM worked — it respects word meaning but allows additional words around the phrase. Modified Broad keywords (with + signs) are no longer supported.
Can I export keyword match types to Google Ads Editor?
Yes. Use the CSV export button to download your keyword list with match type formatting. Google Ads Editor recognizes the quote and bracket formatting, so you can import the CSV directly into your ad groups.
Related tools