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The difference between ‘phrase match’ and ‘broad match’ often confuses clients and new Adwords users. So I thought I would explain the differences. And test it, to make sure.

Adwords Test:

I added two phrases to an Adwords campaign (set to run ‘in’ Utah only).

  1. "Hunting Property" Set as Phrase Match in Adwords
  2. Hunting Property Set as Broad Match in Adwords

Here are the results. Green checks indicate if the ad was displayed.

Phrase Match vs Broad Match

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