Keyword wrapper for Google Ads and Bing Ads
Wrap a keyword list in broad, "phrase" and [exact] match types for Google Ads and Microsoft Advertising, cleaned and deduplicated. Free, and it runs in your browser.
Wrapped keywords
Match types in Google Ads and Microsoft Advertising
- Broad match: keyword with no symbols. Matches searches related to the meaning, including ones without your words.
- Phrase match: "keyword". Matches searches that include the meaning of your phrase.
- Exact match: [keyword]. Matches searches with the same meaning or intent.
Broad match modifier (+keyword) was retired by Google in 2021, so this tool doesn't produce it. Both platforms use the same symbols, so the output pastes into either, or into their editors.
Why clean the list
Duplicates and capitalised variants clutter an account without adding reach, and some symbols are rejected when you upload. Tighter keyword lists also make reporting cleaner, which matters once spend is judged against closed revenue. See how we run Google Ads and Bing Ads, or estimate spend with the Google Ads cost calculator.
Questions people ask
What does a keyword wrapper do?
It adds match-type symbols to a list of keywords, so you can paste broad, phrase and exact versions into Google Ads or Microsoft Advertising in one go.
Do Google Ads and Bing Ads use the same match type symbols?
Yes. Quotes for phrase match and square brackets for exact match work in both.
Is broad match modifier still available?
No. Google retired broad match modifier in 2021 and folded its behaviour into phrase match.
More free tools: all drop-b tools.
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