When fine-tuning paid search ads (such as those on Google Ads), you can change a broad-match keyword to a phrase-match keyword by using quotation marks.
- Broad-match keyword: running shoes
- Phrase-match keyword: “running shoes”
By using the phrase-match type, your ad would be eligible to appear when someone searches for that exact phrase, or very close variations of that exact phrase, potentially with additional words before or after the phrase. However, the words in the phrase must appear in the exact order specified.