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Phrase Match keywords returning broad match results

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

I am running a search campaign - all of the keywords I have set as phrase match (putting quotes around the groups of words). However looking at the search terms used to trigger the ad after it has been running for a couple of days - they are almost all coming back as broad match searches rather than phrase match.

 

This is not what I was expecting - can anyone offer some advice on what might be happening - I was expecting my add to be triggered only when there is a phrase match.

 

Many thanks

Marked as Best Answer.
Solution
Accepted by topic author Ian H
May

Phrase Match keywords returning broad match results

Participant ✭ ✭ ☆
# 2
Participant ✭ ✭ ☆

Bear in mind that phrase match includes close variations of your keywords:

https://support.google.com/adwords/answer/2407784
So the only way to avoid of displaying your ads for unwanted phrases is to use negative keywords.

Phrase Match keywords returning broad match results

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭

ok - i'll keep that in mind - many thanks