A speciality candle retailer is about to make its launch in cities nationwide. They are using phrase match in their Search ads campaign with the keywords “scented,” “candle,” and “delivery.” How will phrase match help the company’s Search Ads campaign?
Correct Answer
Their ad is going to appear in the search terms include the meaning of the keyword.
Why is this the correct answer?
Using phrase match with the keyword 'scented candle delivery', the candle retailer's ad will appear if search terms include the meaning of the keyword. Phrase match triggers ads for searches that contain the meaning of the keyword phrase, including close variants and searches where the meaning of the keyword is preserved — even if additional words appear before or after. This means the ad could show for queries like 'buy scented candles with delivery' or 'scented candle same-day delivery' while filtering out searches with a completely different meaning.
Why are the other options incorrect?
Their ad is going to appear if the search terms are related to the keyword.
Phrase match does not trigger for all searches related to the keyword — that describes broad match behaviour. Phrase match requires the meaning of the keyword phrase to be present in the search.
Their ad is going to appear if the search terms have the same meaning as the keyword.
Appearing for searches with the same meaning describes phrase match's behaviour partially, but the accurate description is that the search must include the meaning of the keyword — not necessarily be semantically identical.
Their ad is going to appear if the search terms contain all three of the exact keywords.
Appearing only when search terms contain all three exact keywords in that exact order describes exact match, not phrase match — phrase match is more flexible about word order and exact wording.
Real-World Example
A candle retailer uses the phrase match keyword 'scented candle delivery'. Their ad appears for searches like 'order scented candles for delivery' and 'scented candle gift delivery same day' — both contain the meaning of the keyword. It does not appear for 'candle delivery unscented', where the meaning differs. In the launch month, phrase match drives 1,840 clicks from relevant intent searches while filtering out unrelated traffic.