In Google Ads, phrase matching is an option implemented by search engines and some marketplaces that makes the search phrase exactly match words before or after.
Characteristics of phrase concordance
Words with misspellings, singulars and plurals, acronyms, words with common roots, abbreviations and accents may be included. Phrase matching is one of four keyword matching options that allows you to control the level of matching a keyword in an ad with a user’s search.
Phrase matching means that the ad will only be activated when the words included in the sentence appear, in the same order and without variations.
Examples of phrase matching
If an ad group contains the keywords “golf clubs,” an ad may appear when a user’s search query is or contains “golf clubs,” such as “buy golf clubs,” “choose golf clubs,” and the like.