Keyword Match Type Converter
Convert a list of keywords into broad, phrase, exact, or broad match modifier format for Google Ads.
What is keyword match type in Google Ads?
Match type controls how closely a search term must match your keyword for your ad to be eligible to show. Broad match (running shoes) reaches the widest range of related searches, phrase match ("running shoes") requires the search to include that meaning or phrase, and exact match ([running shoes]) only triggers on searches with the same meaning as the exact term. Broad match modifier (+running +shoes) was a fourth option, retired by Google in 2021 and folded into broad match — it's included here for reference and for accounts that still document it.
How to use the Match Type Converter
Paste your keyword list into the input box, one keyword per line, then choose a match type — Broad, Phrase, Exact, or Broad match modifier. The converted list updates instantly. If a keyword already has quotes, brackets, or plus signs, they're stripped before the new format is applied, so you won't end up with [[double brackets]] or ""double quotes"". Copy the result or download it as a CSV ready for Google Ads Editor.
Match type best practices in 2026
Since Google phased out broad match modifier and made phrase match behave more like the old BMM, most accounts now run a mix of phrase and exact match for control, with broad match reserved for Smart Bidding campaigns that have enough conversion data to optimize automatically. Always pair broad match with strong negative keyword lists and automated bidding — running broad match on manual bidding with a thin conversion history tends to waste spend on irrelevant searches.
FAQ
What's the difference between broad, phrase, and exact match?
Broad match (running shoes) can show ads for a wide range of related searches, including synonyms and related queries. Phrase match ("running shoes") requires the search to share the same meaning or include that phrase. Exact match ([running shoes]) only matches searches with the same meaning as your exact keyword, giving you the tightest control.
Is broad match modifier still used in Google Ads?
Google retired broad match modifier (+keyword) in July 2021 and merged its behavior into phrase match. This tool still offers a broad match modifier conversion for documentation, training, or legacy account audits, but you can no longer add new +keyword entries in Google Ads.
What happens if my keyword already has quotes or brackets?
The tool strips any existing quotes, brackets, or leading plus signs before applying the new match type, so converting [running shoes] to phrase match correctly produces "running shoes" instead of "[running shoes]".
Is there a limit on how many keywords I can convert?
Yes, up to 10,000 keywords per conversion. If your list is larger, split it into batches — the tool shows a warning and only converts the first 10,000 lines if the limit is exceeded.
Does this tool support non-English keywords?
Yes. The tool works with any UTF-8 text, including keywords with accents, Cyrillic, Arabic, or CJK characters.
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