Broad match uses the keyword as written, phrase match wraps it in quotation marks, and exact match wraps it in brackets. Match types help control how closely a search needs to relate to your keyword before your ad can be eligible to show.
Exact match gives tighter control, phrase match provides a balance of reach and relevance, and broad match can discover additional demand when paired with strong conversion data and bidding. The right mix depends on account maturity, budget, search volume, and how closely search intent needs to be controlled.
Use the converter for new campaign builds, keyword expansion, account restructures, or bulk uploads. Your keyword list is processed in your browser and is not sent to Digital Middle Ground.
