Google Ads and Bing Ads Keyword Match Type Converter
Paste a keyword list and convert it to broad, "phrase" or [exact] match, or to negatives, ready for Google Ads and Microsoft Advertising.
Your keywords
Converted keywords
Format a whole keyword list in seconds
Google Ads and Microsoft Advertising (Bing Ads) use the same simple syntax for match types. Typing brackets and quotes by hand around hundreds of keywords is slow and easy to get wrong, so this converter does it for you. Paste your list, choose one or more match types, and copy the result straight into the ad platform or Google Ads Editor.
- Broad match: the keyword with no symbols, for example
running shoes. Your ad can show for searches related to the meaning of the keyword. - Phrase match: the keyword in quotes, for example
"running shoes". Searches must include the meaning of the phrase. - Exact match: the keyword in square brackets, for example
[running shoes]. Searches must have the same meaning or intent as the keyword.
How the converter cleans your list
Before applying the new match type, the tool strips any existing brackets, quotes, minus signs and the old plus sign modifier, then collapses extra spaces. It can also lowercase everything, remove duplicates, and drop symbols the platforms reject. Accents and non-English characters are kept as they are. Turn on negative output to get a list like -[free] or -"cheap shoes" for your negative keyword lists.
Everything runs in your browser, so your keyword research never leaves your device.
Frequently asked questions
Does the tool replace match types that are already in my list?
Yes. Existing brackets, quotes and minus signs are removed first, then the match type you chose is applied, so mixed lists come out consistent.
What happened to broad match modifier (+keyword)?
Google Ads retired broad match modifier in 2021 and folded it into phrase match, and Microsoft Advertising followed. The converter removes leftover plus signs so old lists import cleanly.
Can I output several match types at once?
Yes. Select broad, phrase and exact together and every keyword is listed once per match type. The CSV download adds a match type column for easy sorting.
Is there a limit on how many keywords I can convert?
No hard limit. Very large lists of tens of thousands of lines still work, they just take a moment longer in older browsers.