Exact match

What is exact match?

Exact match is the strictest keyword option in Google Ads. Your ad can show for searches with the same meaning or intent as your keyword, even when the wording differs slightly. You get the most control, but also the smallest reach of the three keyword options.

Why is exact match important?

• Most control: you know fairly precisely which searches you appear for.
• More focused budget: less chance of clicks from people looking for something else.
• Good for proven keywords: keywords that already convert can be kept separate and steered precisely.

Examples of exact match

• The keyword [running shoes men] can show for “men’s running shoes”.
• A B2B software company puts [crm software] in its own ad group, because that search converts well.
• A web shop sets its best converting keywords to exact match, to bid on them precisely.

How do you use exact match?

Put the keyword in square brackets, for example [crm software]. Use exact match for keywords you know convert, and combine it with phrase or broad match to discover new search terms. Read more about the setup on our Google Ads page.