What is an Exact Match in Google Ads?

Short Answer: Exact match means that the entire phrase has to be searched in full for your ad to show up. It’s used when you want your ads to appear for a very specific search term.

Full Explanation

Exact match is a keyword matching option in Google Ads that ensures your advertisement appears only when the user’s search query exactly matches the phrase you specify. This means that the search term entered by the user must contain the full keyword phrase without any changes, additions, or omissions. This matching option is particularly useful when you want to focus your advertising efforts on highly specific search terms.

Step-by-Step Breakdown

First, you select a keyword phrase that you want to target.
Next, you set this keyword as an exact match in your Google Ads campaign.
When a user types a search query that exactly matches the phrase you specified, your ad becomes eligible to appear.
If the search query differs in any way, such as missing words or additional words, your ad will not show.

Real Examples

In exact match, if you choose the phrase “blue running shoes” as your keyword, your ad will only show when someone searches for “blue running shoes” precisely. Searches like “buy blue running shoes” or “running shoes blue” will not trigger your ad.

Common Mistakes

Using exact match without understanding it limits ad reach since ads only show for the full exact phrase.
Expecting ads to show up for partial phrases, synonyms, or variations, which exact match does not support.
Failing to specify the exact keyword phrase correctly may prevent ads from appearing even when the search term is close.

FAQs

Q: Does my ad show if the search includes additional words?
No, the entire phrase must be searched exactly as you specified.

Q: Can I use exact match for broader reach?
No, exact match restricts your ad to very specific search terms.

Key Takeaways

Exact match requires the full, exact search phrase for your ad to appear.
It is ideal when you want to target very specific search terms.
Using exact match limits your ad exposure but increases relevance to the search query.