How to Switch Match Types from Broad to Phrase

Step 1: Filter and Select Keywords

1. Navigate to Keywords: In your Google Ads account, click on Campaigns in the left-hand menu, and then click Search keywords.

2. Filter by Match Type: Above the keyword table, click the Add Filter and set the filter to:

• ‘Status’ to ‘All enabled’

• ‘Match type’ to ‘Broad match’

• This step is essential as it ensures you only change the desired keywords.

3. Select Keywords:

• Check the box at the top of the table (above the keywords) to select all visible Broad Match keywords.

Step 2: Access the Bulk Edit Menu

1. Once the keywords are selected, the Edit menu will appear in a blue bar above the table.

2. Click the Edit drop-down menu.

3. Hover over ‘Change match types’ and then click ‘Change all match types’ again.

Step 3: Apply the New Match Type

1. A pop-up box titled “Change match types” will appear.

2. Select Target Match Type: In the drop-down menu, choose ‘Phrase match’.

• Note: You have options to apply this change to:

• All selected keywords (recommended)

• Specific keywords that are eligible for change

• Keep original keywords and create duplicate keywords with new match type

3. Preview (Recommended): Click the Preview button to see exactly how the new keywords (now with quotation marks) will look and ensure no errors are triggered.

4. Apply Changes: Click Apply.

Google will now remove the old Broad Match versions and create new Phrase Match versions, preserving the historical statistics.

Advice and Tips for This Match Type Change