What is the use of ‘exact’ in Google Ads?

The ‘exact’ keyword match type in Google Ads is used to target very specific search queries. It allows advertisers to show their ads only when the exact keyword or phrase is entered by a user, ensuring more precise control over which searches trigger an ad.

Full Explanation

Using ‘exact’ in Google Ads means you are specifying the exact keyword you want to trigger your ad. This helps prevent your ads from appearing on searches that are similar but not the exact keyword you are targeting. For example, if your business is called ‘Safe Auto Glass,’ you want your ads to show when someone searches for ‘Safe Auto Glass’ exactly. However, you do not want your ads to appear for searches like ‘Mobile Safe Auto Glass,’ which may relate to a different company or brand. The exact match type blocks these variations and keeps your ads focused on the precise terms you specify.

Step-by-Step Breakdown

Identify the specific keyword you want to target in your Google Ads campaign.
Set that keyword as an exact match, usually by enclosing it in brackets (e.g., [Safe Auto Glass]).
Launch your campaign; Google Ads will only show your ads when users search for the exact keyword phrase.
Ads will not trigger for any variations or additional words surrounding the exact phrase, thereby avoiding unintended impressions.

Real Examples

Imagine a company named ‘Safe Auto Glass.’ If a user searches for ‘Safe Auto Glass,’ the company’s ad will appear because it is an exact match. However, if the search phrase is ‘Mobile Safe Auto Glass,’ which is another brand, the ad would not show. This helps differentiate between brands and prevents your ad from competing in searches that do not align precisely with your targeted keyword.

Common Mistakes

Using broad or phrase match types when wanting to target a specific term can lead to ads showing for unrelated searches.
Failing to use exact match when disallowing competitors’ brand names can waste ad spend.
Assuming exact match means exact typing—Google Ads may still interpret close variants, but exact match limits ads to highly specific searches.

FAQs

Q: Does exact match prevent all variations?
Exact match primarily restricts ads to precise keyword phrases but may still allow close variants in some cases.

Q: Why should I use exact match instead of broad match?
Exact match offers more control by showing your ad only for specific keywords that matter to your business.

Q: Can exact match ads show for competitor names?
No, if you use exact match correctly, your ads will not show for competitor brand names unless they match your exact keyword.

Key Takeaways

The ‘exact’ keyword match type in Google Ads focuses on showing ads for very specific searches.
It helps avoid showing ads for similar but unrelated search terms, such as competitor brand names.
Using exact match enhances control over your advertising campaigns, ensuring better relevance and potentially improved ROI.