Paste a list of keywords in any state — bare, [bracketed], or “quoted”. The tool strips the old formatting, applies the match type you pick, and hands the clean list back for your clipboard.
Keyword lists never arrive in the format you need. The client sends exact match, the old account exports phrase, the research doc is bare broad. This converter takes all of it at once: paste any mix of bare keywords, [bracketed exact], and “quoted phrase”, and it strips the existing formatting first — including curly quotes from Google Docs and leftover legacy +broad +modifiers — then applies the match type you pick. One click, copy, paste into Google Ads Editor.
Broad match (no formatting) lets Google match your keyword to anything it considers related — the widest reach and the least control, which is why it usually rides with smart bidding and a serious negative list.
Phrase match (“quotes”) matches searches that include the meaning of your keyword. It is the workhorse middle ground: enough reach to find volume, enough restraint to keep the search terms report readable.
Exact match ([brackets]) matches searches with the same meaning or intent as the keyword. Tightest control, cleanest data, and the format most keyword lists start life in — which is exactly why you end up needing to convert them the other way.
Everything happens in your browser: nothing you paste is uploaded or stored. Duplicates are removed case-insensitively (leave the box checked — Editor will reject them anyway), extra whitespace is collapsed, and the output is one keyword per line, ready for a direct paste into the keywords tab of Google Ads Editor or a bulk upload sheet.
Yes. Paste your [exact match] list, pick phrase or broad, and the tool strips the brackets and applies the new format to every line at once. Copy the result straight into Google Ads Editor.
Yes. Curly quotes from Google Docs and Word are stripped along with straight quotes and brackets, and legacy +broad +match +modifiers are removed, so any list normalizes to clean keywords before the new match type is applied.
No. The conversion runs entirely in your browser. Nothing you paste is sent to a server, stored, or logged.
Combine word lists into every keyword permutation, deduped and ready to paste into the Editor.
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