What is the Keyword Match Type Converter?

Paste any keyword list and instantly get it formatted as broad match, “phrase match”, [exact match] and negative keywords. The converter also cleans your list: it strips characters Google Ads does not allow, removes existing match symbols, normalises spacing and case, and removes duplicates.

Download the result as plain text or as a Google Ads Editor CSV with campaign and ad group columns, so a list of thousands of keywords can be uploaded in seconds.

Key features of the Keyword Match Type Converter

• All match types at once

  Broad, phrase, exact, and negative broad/phrase/exact, side by side.

• Automatic cleaning

  Removes disallowed symbols (! @ % ^ * = { } ; ~ ` < > ? \ |), stray quotes and brackets, and extra spaces.

• Duplicate removal

  Catches duplicates even when case or spacing differs.

• Policy checks

  Flags keywords over 80 characters or 10 words, which Google Ads rejects.

• Prefix and suffix

  Add a word such as “near me” or a city to every keyword in bulk.

• Editor-ready CSV

  Export with Campaign, Ad group, Keyword and Criterion Type columns.

How to use the Keyword Match Type Converter

1. Paste keywords

   One keyword per line, or paste a comma-separated list.

2. Pick output types

   Choose which match types and negative formats you need.

3. Set cleaning options

   Lowercase, de-duplicate and optionally add a prefix or suffix.

4. Copy or download

   Copy each list or download a combined CSV for Google Ads Editor.

How Google Ads match types work today

Broad match can show your ad for searches related to your keyword, including synonyms and searches without your exact words. Phrase match, written in quotes, shows your ad for searches that include the meaning of your keyword. Exact match, written in square brackets, shows your ad for searches with the same meaning or intent as the keyword.

Google retired broad match modifier (+keyword) in 2021; its behaviour was merged into phrase match. If your old lists still use plus signs, this converter removes them for you.

Negative keyword match types behave differently

Negative keywords do not expand to close variants or synonyms. A negative “free” will not block “freebie”, and a negative [cheap plumber] only blocks that exact search. That is why negative lists need plurals and misspellings added manually.

Pro tips from our PPC and SEO team

• Use exact match for your proven, highest-converting keywords.
• Use phrase match to discover profitable variations around a core term.
• Keep the same keyword in several match types only if you have a reason to bid differently.
• Add negative phrase lists for job, DIY and free searches before launch.

Keyword Match Type Converter: frequently asked questions

Related free tools

• Google Ads Keyword Generator Generate hundreds of high-intent keywords from services and locations, pull live Google Autocomplete ideas, score intent and export in any match type.
• Keyword Combiner & SKAG Builder Mix up to five keyword lists into every combination, add permutations and match types, and auto-build SKAG or STAG ad groups for Google Ads Editor.
• Negative Keyword List Generator Build a negative keyword list from 1,000+ curated terms by category and industry, check conflicts with your keywords and export in any match type.
• Google Ads Campaign Builder Build a full search campaign — ad groups, intent keywords, responsive search ads, negatives, sitelinks and callouts — and export a Google Ads Editor CSV.