Convert AdWords Keywords w/ Quotes and Brackets to Keywords with Match Type
When exporting from Adwords and other tools, keywords come out in this format:
| Match Type | Adwords Export |
| Broad | Keyword One |
| Phrase | “Keyword One” |
| Exact | [Keyword One] |
When you would want it in this format (or vice versa):
| Match Type | Upload Sheet Keyword | Upload Sheet Match Type |
| Broad | Keyword One | Broad |
| Phrase | Keyword One | Phrase |
| Exact | Keyword One | Exact |
The formula below allows you to convert these keywords from the first format to the second one (assumes keyword list start is in B2):
Upload Sheet Keyword Formula:
=SUBSTITUTE(SUBSTITUTE(SUBSTITUTE(B2,"""",""),"[",""),"]","")
Upload Sheet Match Type Formula:
=IF(LEFT(B2,1)="""","Phrase",IF(LEFT(B2,1)="[","Exact","Broad"))
To switch from the second format back to the first use the formula below (assuming keyword is in B2 and match type is in C2):
Adwords Sheet Formula (assumes keyword is in B2 and match type is in C2):
=IF(LEFT(C2,1)="P",""""&B2&"""",IF(LEFT(C2,1)="E","["&B2&"]",B2))
Any other formats you need converted? Drop a comment below.
