What is the difference between Exact and Phrase in Google Adwords?
Contains only the keywords used in their exact order, no other words in no other order.
Exact match keywords are created with square brackets around them [ ]
Ie. Your keyword is [female hats] and someone searches for ‘red female hats’, although the search includes the words ‘female hats’ this ad would not show up as it is not exactly the same because it includes red. It will only shows results from the search that only have ‘female hats’.
Will get specific high quality traffic
Cuts out any close variations which may not create the results desired
May be too narrow and you could miss out on potential leads, calls or conversions from similar searches
Contains all the keywords in this exact order, although there can be other words before and/or after.
Phrase match keywords are created using quotation marks around them “ “
Ie. Your keyword is “female hats” and someone searches for ‘red female hats’, this ad would show up because the keyword “female hats” are included in the search in that exact order.
Will get specific high quality traffic and variations of it
Will get more impressions than exact match
Will get close variations of it that the exact match would exclude from it
May not be as specific and may drive irrelvant traffic to page (not likely, but a potential)
May cost a little more than an exact match version of it
Check out Google’s official guide to Using Keyword Match Types here: https://support.google.com/