Definition
Phrase match shows ads on queries that include the meaning of your keyword phrase, balancing reach and intent.
Example
Keyword "project management" can match "best project management tool" but not unrelated terms.
How to use it
- Use phrase match to scale while keeping stronger intent control than broad.
- Still review search terms; phrase match can expand into adjacent queries.
- Pair with negatives to block low-intent variants.
Common mistakes
- Assuming phrase match means exact intent.
- Not reviewing search terms regularly after expansion.
Why this matters
This term matters because it affects how you interpret performance and make budget decisions. If you use inconsistent definitions or windows, ROAS/CPA can look "better" while profit gets worse.
Practical checklist
- Write a 1-line definition for "Phrase Match" that your team will use consistently.
- Keep the time window consistent (weekly/monthly/quarterly) when comparing trends.
- Segment results (channel/plan/cohort) before drawing big conclusions from blended averages.
- Sanity-check with a related calculator from the same category on MetricKit.
- Read the related guide (e.g., Paid ads bidding & budgeting hub: max CPC, target CPA, and break-even targets) for context and common pitfalls.
Where to use this on MetricKit
Calculators
- Break-even ROAS Calculator: Estimate the break-even ROAS based on contribution margin assumptions.
- Target ROAS Calculator: Estimate a target ROAS to cover variable costs plus a desired margin buffer.
- Paid Ads Funnel Calculator: Model CPM -> CTR -> CVR to estimate CPC, CPA, ROAS, and profit per 1,000 impressions (with margin and variable costs).
- ROI Calculator: Calculate Return on Investment (ROI) for a campaign or project.
- Incrementality Lift Calculator: Estimate incremental conversions, incremental ROAS, and incremental profit from a holdout test.
Guides
- Paid ads bidding & budgeting hub: max CPC, target CPA, and break-even targets: A practical hub for bidding and budgeting: compute max CPC from CVR and margin, set target CPA using LTV, and use break-even CTR/CVR/CPM targets to guide creative and landing optimizations.