Phrase Match is a keyword targeting option used in online advertising, particularly in platforms like Google Ads. It allows advertisers to show their ads for searches that include the exact phrase of the keyword, along with additional words before or after it. This helps ensure that the ads are relevant to users' search queries. For example, if an advertiser uses the phrase match keyword "running shoes," their ad may appear for searches like "buy running shoes" or "best running shoes for women." However, it won't show for searches that alter the phrase, such as "shoes for running." This targeting method balances reach and relevance.