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Keyword Match Type Wrapper

Wrap a keyword list in broad, phrase and exact match syntax.

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Quick Tool Overview

The Keyword Match Type Wrapper converts a list into broad, phrase or exact match syntax — or all three at once — stripping whatever wrapping is already there first, so a mixed export converts cleanly instead of producing nested brackets. Invalid characters and over-length phrases are flagged before you paste.

What it does
Wraps keywords in Google Ads match type syntax
You give it
A keyword list, one per line
You get back
The list in your chosen match types, ready to paste
Best for
Building out ad groups in Google Ads or Microsoft Advertising
SEO Tools Free, unlimited use No sign-up Runs in your browser

About the Keyword Match Type Wrapper

Paste a keyword list and get it back wrapped in the match type syntax Google Ads and Microsoft Advertising expect: quotation marks for phrase match, square brackets for exact, plain text for broad, or all three at once with each keyword tripled.

The syntax is trivial and doing it by hand for four hundred keywords is not, which is the whole justification for the tool. What it also does is strip whatever wrapping is already there before applying the new one, so an export that already contains a mix of match types converts cleanly instead of producing ["merino socks"]. It flags the characters that are not valid in a keyword, warns when a phrase is over the ten-word limit, and separates negatives onto their own list, because pasting a negative into the positive keyword field is a mistake that costs money quietly.

Key features of the Keyword Match Type Wrapper

Existing wrapping stripped

A mixed export converts cleanly rather than producing ["merino socks"].

All three at once

Each keyword repeated in broad, phrase and exact, if that is still how your account is built.

Character validation

The punctuation Google rejects is caught here rather than at upload.

Length limits checked

Ten words and eighty characters are the caps, and over-length phrases are flagged.

Negatives separated

A stray negative in a positive keyword list is a mistake that costs money quietly, so it is pulled out.

How to use the Keyword Match Type Wrapper

  1. 1

    Paste your keywords

    One per line. Existing brackets or quotes are stripped first.

  2. 2

    Choose the match types

    One, or all three at once with each keyword repeated in each form.

  3. 3

    Check the warnings

    Invalid characters, over-length phrases and stray negatives are flagged.

  4. 4

    Paste into your ad account

    The output is in the format the keyword field expects.

Frequently asked questions

Three: broad (plain text), phrase ("in quotes") and exact ([in brackets]). Broad match modifier was retired in 2021 and its behaviour folded into phrase match, so a plus-prefixed keyword is now just a keyword with a stray plus in it.

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