What are the keyword match types?

Broad match is written as the plain keyword and can show your ad for related searches. Phrase match is written in quotes, "running shoes", and matches searches that include the meaning of the phrase. Exact match is written in square brackets, [running shoes], and matches searches with the same meaning or intent. The tighter the match type, the fewer but more relevant the searches.

How do I format negative keywords?

Negative keywords use the same symbols: plain for negative broad, quotes for negative phrase and brackets for negative exact. When you type negatives into the same box as normal keywords, prefix them with a minus sign, for example -"free". In a dedicated negative keyword list you can leave the minus out. The tool lets you choose either format.

Is broad match modifier (+keyword) still used?

No. Google Ads stopped accepting new broad match modifier keywords in 2021 and folded that behavior into phrase match. Microsoft Advertising followed. The converter strips + signs from old lists so you can re-wrap them as phrase match instead.

Which characters are not allowed in keywords?

Ad platforms reject most special symbols in keywords, such as ! @ % ^ * ( ) = { } ; ~ ` ? \ and |. Letters, numbers, spaces, hyphens, apostrophes, ampersands, periods and slashes are normally fine. With the clean-up option on, rejected symbols are replaced with spaces.

How long can a keyword be?

In Google Ads a keyword can have up to 80 characters and up to 10 words. Longer keywords are rejected, so the tool lists every keyword with its word and character count and flags any that are over the limit.

Are duplicates detected regardless of capitals?

Yes. Matching ignores upper and lower case and extra spaces, so "Running Shoes" and "running shoes" count as one keyword. Search ads treat keywords case-insensitively, so duplicates in different cases only clutter your account.

Is my keyword list uploaded anywhere?

No. The conversion runs entirely in your browser with JavaScript. Your last list is remembered only in this browser so you can come back to it.

Are all the tools on FreeToolCabin tested for quality and accuracy?

Yes! Every tool on our site undergoes automated Q/A testing in real browser environments to ensure high precision, correct output, and zero errors. If you happen to spot a bug or have a suggestion, please contact us at hello@freetoolcabin.com and our team will review it right away.

Keyword Match Type Converter: Broad, Phrase

Paste your keyword list and instantly get it wrapped as broad match, "phrase match", [exact match] and negative keywords. Duplicates, stray symbols and old match marks are cleaned up first, and each match type has its own Copy button.

How to use the Keyword Match Type Converter

Match type cheat sheet

Each match type is just a different wrapper around the same words. The wrapper tells the ad platform how closely a search must match before your ad can appear.

Match type	Syntax	Example	Reach	Typical use
Broad	keyword	running shoes	Widest	Discovery with smart bidding and a solid negative list
Phrase	"keyword"	"running shoes"	Medium	Searches that include the meaning of your phrase
Exact	[keyword]	[running shoes]	Narrowest	Your proven, highest-intent terms
Negative broad	-keyword	-free	Blocks searches containing all the words, in any order	Filtering out unwanted words such as free, jobs, diy
Negative phrase	-"keyword"	-"how to"	Blocks searches containing the exact phrase	Blocking a specific word sequence
Negative exact	-[keyword]	-[running shoes]	Blocks only that exact search	Stopping one search without blocking variations

Negative keywords do not expand to close variants the way positive keywords do, so add plurals and common misspellings of a negative term yourself.

Tips for clean keyword lists

Frequently asked questions

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