What is exact match?
Exact match is a keyword match type that shows your ad only for searches that have the same meaning or intent as your keyword. It gives you the most control of the match types and the narrowest reach.
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How exact match works
In Google Ads, exact match covers searches with the same meaning as the keyword, which can include close variants such as plurals, misspellings, and reordered words. It no longer requires the identical words.
You mark an exact match keyword with square brackets, for example [running shoes].
When to use exact match
Use it for the searches you most want to win, such as high-intent terms that already convert. It keeps spend focused and makes performance easier to read.
The tradeoff is volume. Exact match won't reach the many related searches that broader types can, so it works best next to other match types.
Pairing it with other match types
Many advertisers run exact match alongside phrase and broad match, then add converting search terms as exact keywords. Negative keywords stop broader types from overlapping with your best terms.
Common questions
Does exact match mean the exact words?
Not anymore. Platforms like Google Ads match the meaning of the search, so close variants can trigger the ad.
Is exact match better than broad match?
Neither is better in every case. Exact match gives control and precision, and broad match gives reach and discovery. Many accounts use both.
How do I write an exact match keyword?
Put the keyword in square brackets, such as [running shoes]. The brackets tell the platform to use exact match.
Will exact match lower my costs?
It can reduce wasted spend on irrelevant searches, but it doesn't set the price per click. Costs still depend on competition and quality.
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