Paste a keyword list and get it back in broad, phrase and exact match, ready for Google Ads. Symbols Google rejects, duplicates and leftover match types come off first.
6 keywords ready
"crm audit"
"hubspot consultant"
"salesforce admin services"
[crm audit]
[hubspot consultant]
[salesforce admin services]Quotes, brackets and + signs already in the list come off first.
For the Editor file.
For the Editor file.
Sample shown. Type over it with yours.
Nothing changed in your list.
Runs in your browser with no sign-up. What you paste stays on this page, and we only record that the tool was used.
Google Ads has three. Broad match is the plain keyword, and ads can show on related searches. Phrase match goes in quotes, and ads can show on searches that include the keyword’s meaning. Exact match goes in square brackets, and ads can show on searches with the same meaning or intent.
| Match type | Syntax |
|---|---|
| Broad matchSearches related to your keyword. Google Ads Help | low carb diet plan |
| Phrase matchSearches that include the meaning of your keyword. Google Ads Help | "tennis shoes" |
| Exact matchSearches with the same meaning or intent. Google Ads Help | [red shoe] |
The example keywords are Google’s own.
Google rejects @ \ ^ , = ! ` < > [ ] ( ) % | ? ; and ~, apart from the quotes and brackets that mark a match type. Ampersands and accents are allowed, and count as different keywords. Periods are ignored, and asterisks only work in negative keywords. This tool removes the rest and tells you.
The Google Ads API sets the limit at 80 characters and 10 words. This tool flags anything over that and leaves it out of the list, rather than cutting it, because a shortened keyword means something else. Long keywords rarely get search volume, so split them or drop them.
Negative keywords work differently. Negative broad blocks searches that hold all your words in any order. Negative phrase needs the same order. Negative exact needs the same words and no others. None of them match close variants, so a negative for flowers won’t block flower. Add both forms yourself.
Broad match modifier, the + sign in front of a word, is gone. Google now usually ignores plus signs in keywords, apart from one at the end of a word like C++. This tool strips old + signs from the front of words, so you can move those keywords to phrase or exact on purpose.
Yes. In Microsoft Advertising, broad is the plain keyword, phrase goes in quotes and exact goes in square brackets, so the list from this tool pastes straight in. Microsoft’s match rules aren’t identical to Google’s, so check the search terms report after you import a Google list.
Google Ads Editor identifies a keyword by its campaign, ad group, keyword text and match type. The download here uses Campaign, Ad Group, Keyword and Criterion Type. Negatives go in as campaign negatives, with Ad Group left blank. Campaign and ad group names have to match your account exactly.
Match types only pay off if you can see which searches convert. Our Google Ads conversion tracking work shows you that at a fixed price.
Paste this where you want it. It stays free and sends no tracking from your site.
<iframe src="https://www.martechdevs.com/embed/keyword-match-type-tool" title="Keyword match type tool" width="100%" height="900" style="border:0;max-width:760px" loading="lazy"></iframe>
<p style="font-size:13px">Free tool by <a href="https://www.martechdevs.com/tools/keyword-match-type-tool">martechdevs</a></p>Last updated
Diagnose incomplete setup, inactive tags and enhanced-conversion alerts. Verify campaign goals, event delivery, offline uploads and the 2026 API changes.
Jafrin Akter AloLast updated 15 min read
Google Ads and GA4 count conversions on different dates, models and rules. Align them step by step, check third-party estimates and report one number.
Jafrin Akter AloLast updated 14 min read
Check whether ads create additional business or claim existing demand. Use research, credible holdouts and break-even contribution to guide the budget.
Jafrin Akter AloLast updated 14 min read
Want it set up for you? See implementation plans or book a free call.