What Is the Exact Match in Google Ads?

The exact match in Google Ads is the most precise rule set you can apply to your keywords. Keywords placed within square brackets ensure that your ads only appear when someone searches for terms that closely match the exact meaning of your keyword phrase.

Full Explanation

Exact match is a keyword matching option that advertisers use for tightly controlling when their ads are shown. By using square brackets around a keyword phrase, such as [lawn mowing service], Google Ads restricts ad appearance only to search queries with the same meaning as that phrase. This means your ads will not show for broader or unrelated searches but will closely align with your intended keyword.

Step-by-Step Breakdown

Choose a keyword phrase that you want to target precisely.
Place that phrase inside square brackets in your Google Ads campaign.
When users search, Google will determine if their query has the same meaning as your keyword phrase.
If it matches exactly or means the same, your ad will display.
If not, your ad will not appear, ensuring strict targeting.

Real Examples

If your keyword is [lawn mowing service], your ad will show only for searches that closely match the intent or exact wording of “lawn mowing service.” It won’t show for broader searches like “yard care” or less exact phrases like “mowing lawns.”

Common Mistakes

Using too broad keywords with exact match can limit ad impressions.
Not understanding that exact match focuses on meaning rather than just word-for-word matches.
Failing to use square brackets, which means exact match is not applied.

FAQs

What do square brackets mean in Google Ads?: They indicate that the keyword inside is an exact match keyword, controlling when ads appear.
Will my ad show for synonyms with exact match?: Yes, ads will show for searches with the same meaning as your exact match keyword, not just the exact words.
Is exact match stricter than phrase or broad match?: Yes, exact match is the most restrictive option you can apply.

Key Takeaways

Exact match is the strictest keyword targeting option in Google Ads.
Keywords use square brackets to denote exact match.
Ads appear only when search queries have the same meaning as your keyword.
This helps you target a very specific audience effectively.