In the first example the two “running shoes” were the same keyword with different capitals, so one was removed, and the “!” went because Google Ads won’t accept it.
The match types
| Match type | Written as | Your ad can show for |
|---|---|---|
| Exact match | [running shoes] | Searches that mean the same thing: running shoes, shoes for running |
| Phrase match | "running shoes" | Searches that include the meaning: best running shoes for women |
| Broad match | running shoes | Related searches too: marathon training gear |
Microsoft Advertising (Bing Ads) uses the same marks, so the result pastes into either. The old broad match modifier (+running +shoes) was retired in 2021; the wrapper takes the plus signs off.
Negative keywords
Tick Negative to put a minus sign in front of each keyword: -free, -"free shoes", -[free shoes]. That’s how negatives are typed into a keyword box alongside ordinary keywords, as in Google Ads Editor. In a negative keyword list, leave the minus off: everything in the list is already a negative.
What the tidy-up does
- Brackets, quotes, plus and minus signs already on a keyword are taken off before it’s wrapped, so
[red shoes]doesn’t become[[red shoes]]. To just take them off, tick only Broad match, as in the last example. - Lower case: Google Ads ignores capitals, so “Running Shoes” and “running shoes” are one keyword.
- Symbols Google Ads won’t accept (! @ % ^ * ( ) = { } ; ~ ` < > ? \ | and commas) are removed. Apostrophes, hyphens, & and periods stay.
- Repeated keywords are removed, keeping the first.
Pasted rows from Keyword Planner or a spreadsheet keep their other columns: only the keyword cell changes, and the heading row stays on top.
Building ad groups? The Keyword Grouper sorts a long list into groups of keywords that share words first.
Every match type
Running Shoes trail running shoes running shoes women's running shoes!
[running shoes] [trail running shoes] [women's running shoes] "running shoes" "trail running shoes" "women's running shoes" running shoes trail running shoes women's running shoes
From Keyword Planner, other columns kept
Keyword Avg. monthly searches Competition running shoes 90500 High trail running shoes 33100 High
Keyword Avg. monthly searches Competition [running shoes] 90500 High "running shoes" 90500 High [trail running shoes] 33100 High "trail running shoes" 33100 High
Negative keywords
free jobs repair used
-free -jobs -repair -used
Take the brackets and quotes off
[red shoes] "blue shoes" +green +shoes -red shoes
red shoes blue shoes green shoes
Questions
Should I use exact, phrase or broad match?
Exact and phrase give you the most control over what you pay for; broad match finds more searches but needs a good negative keyword list. Many advertisers start with exact and phrase, then add broad once they know what converts.
Does it work for Microsoft Advertising (Bing Ads)?
Yes. Microsoft Advertising uses the same brackets and quotes.
Can I list each keyword’s match types together?
Yes: choose “by keyword” under List them, as in the Keyword Planner example.
Is my keyword list uploaded?
No. Everything happens in your browser.