Exact Match
A keyword match type that shows ads only for searches with the same meaning as your keyword.
Why It Matters
Exact match provides the tightest control over which searches trigger your ads.
How It Works
Ads appear only when the search query has the same meaning or intent as your keyword. Google still allows close variants like plurals, misspellings, and rewordings with identical intent.
Real-World Example
The exact match keyword [buy running shoes] triggers for "purchase running shoes" but not "running shoe reviews."
Common Mistakes
Using only exact match and missing valuable queries
Assuming zero variation in matched searches
Related Terms
A keyword match type that shows ads for searches related to your keyword, including synonyms and variations.
A keyword match type that shows ads when a search includes the meaning of your keyword.
Keywords that prevent your ad from showing for specific irrelevant searches.
Exact Match FAQs
Does exact match still allow variations?
Yes, Google matches close variants including plurals, misspellings, and queries with the same intent.
When should I use exact match?
Use exact match for your highest-value, proven keywords where you want maximum bid control.
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