When you type a term into the Ad Library and search, the result list depends on two things: the term you typed and how Meta matches it. The second one is easy to miss. When you search for "free shipping", does the list measure ads where the two words appear side by side, or ads that contain both words somewhere? The answer lies in the Search Type you pick.
This article covers the two search types, when to pick which, and how to test whether the type you picked really brings back the ads you want.
The two search types
The Ad Library offers two types for a keyword search:
- Keyword (any order): searches for the words you typed in any order. The words do not have to sit next to each other in the ad.
- Exact Phrase: searches for the phrase you typed as a whole. The words have to appear together, in the order you typed them.
With a one-word term you will hardly see a difference between the two. The difference grows as the term gets longer. If you search for a three-word phrase such as "money back guarantee" with Keyword (any order), ads that use the three words in different sentences can also enter the list. With Exact Phrase, the list narrows down to the ads that use the phrase as it is.
Where do you pick the search type?
In three places:
- In Meta's own interface: with the option next to the search box.
- In the search link builder: in our link builder, Search Type sits as two options. The tool is free; whichever type you pick, the link carries it in the
search_typeparameter. - In the AdVantage Scope panel: the Search Type list in the Meta Search section. In the panel, choosing the type is in the Starter plan; if you do not choose, the search runs with Keyword (any order).
When you open a link, the panel reads the search type from the address as well. So a search you built with Exact Phrase in the link builder shows up as Exact Phrase in the panel too.
Which one to pick, and when?
Pick Keyword (any order) if:
- You want to scan a topic broadly. When you type "yoga mat", you also want to see an ad that says "mat for yoga".
- You are searching with a one-word term. There is no practical difference between the two types here.
- You do not yet know which words the competitor uses. Look broadly first, then narrow down.
Pick Exact Phrase if:
- You are looking for a specific offer pattern: "buy one get one", "free worldwide shipping", "money back guarantee". Here the words appearing together is the meaning itself.
- You are searching for a brand or product name with several words. A keyword search can also bring in other advertisers who use those words separately.
- You want to find an ad headline or a slogan word for word.
The panel's Preset terms list gives you a ready start: Free Shipping, BOGO, Money Back, Limited Time and similar phrases. Pick one and it goes into the Search Term box; you choose the search type. For multi-word preset terms, Exact Phrase gives a narrower and usually more accurate list.
Test the result in the panel
Choosing the search type is half the job. The real question is: is the list really made of ads that contain the phrase you are after? You can measure this instead of guessing.
1. Load the list. Run the search and load the list to the end with Auto Scan. The library shows the list piece by piece as you scroll; deciding from the first screen is misleading.
2. Note the total. Total in the Detailed Analytics section shows the number of scanned ads. This is the first measure of how broad the search is.
3. Search for the phrase in the cards. Type the phrase exactly as it is into the Search card text box in the card filters. This box looks for what you typed as one continuous piece in the card's text, headline, description, brand name and domain; upper and lower case do not matter. The number of cards left on screen is the number of ads that really use the phrase as it is.
4. Compare the two numbers. If the scanned total and the number left after Search card text are close, your search type is doing its job. If the gap is large, the list contains many ads that do not use the phrase as it is. If you searched with Keyword (any order), try Exact Phrase; if you searched with Exact Phrase, consider shortening the phrase.
Search card text is a card filter: it works only on the cards on screen and sends no new request to Meta. You can test the same list with as many phrases as you like. A new search on Meta, on the other hand, clears the cards and counts against your scan limit; keep that in mind when you compare the two search types.
Top Keywords: what competitors actually write
If you do not know which phrase to search for, let the list tell you. Top Keywords in the Detailed Analytics section shows the words that appear most often in the text, headline and description of the scanned ads; it skips very short and very common words. Click a word and the cards are filtered down to those that contain it.
This is the material for your next search. For example, if "guarantee" stands out in a broad keyword search, look at the cards to see which pattern competitors use it in. When you find a pattern that repeats often, search for it again with Exact Phrase. Reading competitor ad copy is covered in detail in our ad copy research article.
Build the search once, keep it
When you find a search that works well, do not rebuild it every time. In the link builder, pick the same term, the same search type, the country and the status, take the link with Copy link and keep it. Every time you open it, the search comes with the same settings. You can find the other Ad Library settings in our Meta Ad Library guide.
Summary
- No difference for one word; a big difference for a multi-word phrase.
- Keyword (any order) for broad discovery, Exact Phrase for a specific pattern.
- Do not guess the result: compare Total with the number of cards left after Search card text.
- If you do not know what to search for, start from Top Keywords.
Cost
The Ad Library and the search link builder are free; in the link builder, both search types are free to pick. On the extension's free plan you can scan 2,000 ads a day, the limit resets in 6-hour windows and no credit card is needed. You can see which plan the panel's search type choice is in on the pricing page.
To do this with the extension: Meta Ad Library search link builder