Instantly wrap keywords in broad, phrase, exact, and modifier match types.
Keyword match type tells the ad platform how strictly a user’s search must relate to your keyword before your ad can compete in the auction. Tighter match types usually mean more control; broader types can reach more queries. This tool helps you format the same keyword list for broad, phrase, exact, and legacy modifier-style syntax.
Broad match is the default, widest-reaching option in Google Ads. Your ads may show for searches that relate to your keyword including synonyms, variations, and related intent even if the wording is not identical. In the editor you enter the keyword without extra symbols (this tool leaves the line as plain text when you choose Broad Match).
Phrase match targets searches that include the meaning of your keyword. The keyword is wrapped in quotation marks, for example "running shoes". Queries can have words before or after, but the phrase concept should stay aligned with what you defined.
Exact match is written with square brackets, for example [running shoes]. It aims for the closest match to your keyword’s intent; platforms may still allow very close variants. Use it when you want tighter focus than phrase or broad.
Broad match modifier (BMM) used a + prefix on words, for example +running +shoes so all marked terms had to appear in the search in some form. Google retired BMM for new keywords in favor of phrase and broad behavior, but the format is still useful for audits, exports, training, or other systems and this tool adds the + for you.