What are exact match keywords?

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Exact match keywords in online advertising are a keyword match type that allows your ads to appear only when the user’s search query exactly matches your selected keyword or a very close variation. This match type offers the highest level of control and precision in targeting, as your ad will show up only for searches that exactly match or closely resemble your chosen keyword.

Key Characteristics of Exact Match Keywords:

Exact or Close Variations: With exact match, your ad will only show when the search query exactly matches your keyword or a close variation. Google Ads considers variations such as plurals, misspellings, abbreviations, and different word orderings as close variants.
Example:
- If your exact match keyword is “women’s shoes”, your ad might show up for:
  - “women’s shoes”
  - “womens shoes” (misspelling)
  - “women shoes” (slight variation)
- But it won’t show for:
  - “buy women’s shoes”
  - “best women’s shoes”
  - “shoes for women” (different word order)
Close Variations Include:
- Plurals and Singulars: “women’s shoes” could trigger “women’s shoe” or “women’s shoes.”
- Misspellings: “womens shoes” could trigger “women’s shoes.”
- Abbreviations: “high heels” could trigger “high-heeled shoes.”
- Accents: Variations like “resumé” versus “resume” may be considered.
- Functional Words: Words like “to,” “for,” and “and” can be adjusted automatically if they appear in search queries.

Pros of Exact Match Keywords:

High Control and Precision: Since your ads are shown only for very specific search queries, you have maximum control over who sees your ads, which helps ensure high relevance and reduces wasted spend.
Relevance: Exact match leads to highly relevant traffic, as the searcher’s intent is closely aligned with your keyword. This often leads to better conversion rates.
Higher Quality Score: Because exact match keywords usually lead to more relevant clicks, they can contribute to a higher Quality Score in Google Ads, potentially lowering your cost-per-click (CPC).

Cons of Exact Match Keywords:

Limited Reach: Since your ad will only appear for exact matches or very close variations, this means you might miss out on potential customers who use different terms or phrasing to search for your product or service.
Potential for Low Traffic Volume: If your keyword is too specific, you may not get enough search volume to generate significant traffic, especially in niche markets.

Best Practices for Using Exact Match Keywords:

Combine with Other Match Types: Many advertisers use exact match in combination with broader match types (like phrase or broad match) to balance control with reach. For example, you might use exact match for highly specific terms and broad match for more general queries.
Regularly Review Search Queries: Even with exact match, it’s important to monitor the search terms report to see what queries are triggering your ads. You can adjust your keyword list or add negative keywords to exclude irrelevant terms.
Use for High-Intent Searches: Exact match is ideal for targeting high-intent users—those who already know exactly what they’re looking for and are more likely to convert.

Summary:

Exact match keywords offer the highest level of control over your ad targeting, as your ads will only appear when a user’s search query exactly matches your keyword or a close variation. This leads to highly relevant traffic, potentially higher conversion rates, and improved ad performance. However, the trade-off is a narrower reach, so it’s often best used in combination with other match types to balance precision with broader exposure.