What is an Exact Match?
A keyword match type that shows ads only for searches very closely matching your keyword.
Understanding Exact Match
Exact match is a Google Ads keyword match type that shows ads only for searches with the same meaning or intent as your keyword. It provides the most precise targeting but also the narrowest reach.
Exact match keywords are indicated with brackets: [running shoes] would match searches for "running shoes," "shoes for running," and close variants with the same intent. Google has expanded exact match to include close variants like misspellings, singular/plural forms, and function word variations (to, for, etc.). Even "exact" match no longer requires an exactly matching query. Use exact match when: you need precise control over messaging, you're targeting high-intent commercial terms, or you have limited budget and can't afford wasted clicks.
Frequently Asked Questions
What is an Exact Match?
A keyword match type that shows ads only for searches very closely matching your keyword.
Exact match is a Google Ads keyword match type that shows ads only for searches with the same meaning or intent as your keyword. It provides the most precise targeting but also the narrowest reach.
Why is Exact Match important?
Exact match provides maximum control over which searches trigger your ads, making it ideal for precise targeting and limited budgets. However, Google's expansion of "close variants" means exact match is less exact than it once was. Understanding current exact match behavior prevents surprises when ads appear for queries you didn't explicitly target.