Exact Match
Google AdsDefinition
Exact match is a Google Ads keyword match type that triggers your ad for searches matching the exact meaning or intent of your keyword. Denoted by [square brackets], it provides the highest targeting precision.
Exact match no longer requires identical queries. Google expanded it to include close variants: misspellings, singular/plural forms, abbreviations, reordered words, and same-intent queries.
Despite broadening, exact match remains the most controlled match type. It ensures ads show only for searches closely aligned with your target intent, making it ideal for high-value, proven keywords.
Add keywords in [square brackets]. Your ad shows for searches matching the meaning of your keyword, including close variants. Google uses AI to determine intent match.
Exact match gives the tightest control over which searches trigger your ads. Use it for your most important, highest-converting keywords to ensure budget goes to proven, high-intent queries.
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Frequently Asked Questions
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Not since 2018. It now includes close variants — misspellings, plurals, implied words, and same-intent queries. It is the most precise match type, but not literally exact.
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For high-value keywords with proven conversion history, branded terms, competitor terms, and any keyword where you want maximum control.
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No. Only exact match limits reach and prevents discovering new high-performing queries. Combine with broad or phrase match for expansion.
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