Keyword Match Type Converter
Paste your keywords, one per line, and get them back as broad, "phrase" or [exact] match – cleaned, de-duplicated and ready for Google Ads or Microsoft Ads.
Convert to
How the converter works
Each line is treated as one keyword. Before converting, the tool strips any existing match-type formatting – quotes, square brackets and a leading minus – so you can paste a mixed list straight from Google Ads, Editor or a spreadsheet. Empty lines are skipped and the order of your keywords is preserved.
Everything runs in your browser. Your keyword lists are never uploaded anywhere.
The three match types
| Match type | Syntax | What it matches |
|---|---|---|
| Broad | running shoes | Searches related to the keyword, including ones that do not contain its words. Works best with Smart Bidding and a solid conversion signal. |
| Phrase | "running shoes" | Searches that include the meaning of the keyword. Word order matters when it changes the meaning. |
| Exact | [running shoes] | Searches with the same meaning or intent as the keyword, including close variants such as plurals and misspellings. |
Negative keywords use the same syntax but behave more literally: a negative exact keyword blocks only that exact query, and negatives do not match close variants or synonyms.
Example
This mixed input, converted to exact match with the default options:
| Input | Output | Why |
|---|---|---|
running shoes | [running shoes] | Converted |
"trail running shoes" | [trail running shoes] | Old quotes removed |
+waterproof +running +shoes | [waterproof running shoes] | Modified broad signs removed |
Running Shoes | – | Duplicate of line 1 |
running shoes sale! | [running shoes sale] | Invalid “!” removed |
Importing into Google Ads Editor
- Download the CSV. It has the columns Campaign, Ad group, Keyword and Criterion Type.
- Fill in the campaign and ad group names (or leave them empty for negative keyword lists you add elsewhere).
- In Google Ads Editor choose Account → Import → From file, review the proposed changes and keep them.
For small changes it is often quicker to copy the text output and paste it into Keywords → Make multiple changes.
Frequently asked questions
What happened to broad match modifier (+keyword)?
Google retired broad match modifier in 2021 and folded its behaviour into phrase match. Existing +keywords keep working, but new ones cannot be created, so the converter removes the plus signs by default.
Does Google Ads treat upper and lower case differently?
No. Keywords are not case-sensitive, so "Running Shoes" and "running shoes" are the same keyword. The converter treats them as duplicates even when you keep the original case.
How do I import the CSV into Google Ads Editor?
Open the CSV, fill in the Campaign and Ad group columns, then in Google Ads Editor choose Account → Import → From file. Alternatively copy the text output and paste it into Keywords → Make multiple changes.
What are Google's keyword length limits?
A keyword can have up to 80 characters and up to 10 words. The converter counts keywords over either limit so you can shorten them before uploading.
Does this work for Microsoft Ads?
Yes. Microsoft Advertising uses the same broad, "phrase" and [exact] syntax.