Phrase Match According to the course, phrase match uses quotation marks ("") to make sure your ad only appears for searches containing your exact keyword and close variants, with additional words or phrases before or after your keyword. It still can generate many bad clicks for irrelevant queries. And the click-through rate is low. For example, a phrase match keyword could be "winter coat" , if someone is searching for "winter coat for sale" , the ad will show on the Google search result. Even though "for sale" is not included in the phrase, but the phrase keyword "winter coat" is included and also in the same order, so the ad will show. However, if someone searches "coat for winter", the ad will not show. Even though it includes "coat" and "winter", but it is not in the right order, so it is not eligible to trigger the ad. Pros of phrase match: begin to get more control of your search terms s...