Phrase match is a type of keyword matching used in search engine marketing, where an ad will only be shown if a user's search query contains the exact phrase or a close variation of the phrase specified by the advertiser.
The significance of phrase match lies in its ability to target users who are actively searching for specific products or services. By using phrase match, advertisers can ensure that their ads are only shown to users who are highly relevant to their offering, increasing the likelihood of a click and conversion.
One use case for phrase match is targeting specific keywords. Advertisers can use phrase match to target specific keywords that are highly relevant to their products or services. For example, a retailer selling men's shoes might use the phrase match keyword "men's dress shoes" to target users searching for that specific product.By specifying a particular phrase or variation of a phrase, phrase match can also filter out irrelevant searches and ensure that ads are only shown to highly relevant users. This can help to reduce wasted ad spend and improve overall ad performance.