Exact match keywords

What is an exact match keyword?

An exact match keyword is a targeting option in paid search and SEO that requires a user's search query to closely match your chosen keyword to trigger your ad or content. In its purest form, exact match means the search must be identical to your keyword, with no additional words before, after, or in between. While Google has evolved this definition over time, the core concept remains: exact match provides the highest level of precision when targeting specific search queries, allowing you to reach users with very specific intent.

How do exact match keywords work in Google Ads?

Google Ads designates exact match keywords by placing them in square brackets, like [running shoes]. Originally, exact match meant the search had to be identical to your keyword. However, Google has gradually expanded the definition to include close variants. Today, exact match keywords can trigger ads for searches that include:

The exact keyword itself Close variations with the same meaning Searches with function words (like "in," "to," "for") Reordered words that don't change meaning Implied words Misspellings and singular/plural forms

For example, if your exact match keyword is [women's running shoes], your ad might show for "running shoes for women" or "women running shoes," but not for broader queries like "best athletic shoes for women."

What are the benefits of using exact match keywords?

Exact match keywords offer several advantages for advertisers:

Higher conversion rates because you're reaching users with precisely the intent you're targeting Better control over your ad spend by avoiding irrelevant impressions Improved quality scores from higher relevance between keywords, ads, and landing pages More predictable performance data for optimization Ability to craft highly specific ad messaging that directly addresses the exact search query Reduced risk of your ads appearing for irrelevant searches

This precision comes at the cost of lower search volume, but the traffic you do receive is typically more qualified and likely to convert.

When should you use exact match keywords vs. other match types?

Exact match keywords are most effective when:

You have high-converting keywords with proven ROI and want to maximize their performance Your budget is limited and you need to prioritize the most relevant traffic You're targeting highly specific products, services, or transactional queries You're running campaigns for branded terms where precision is important You need to control costs in competitive industries with high CPCs

For broader targeting, awareness campaigns, or when you're discovering new converting keywords, broad or phrase match types often work better. Most successful PPC strategies use a mix of match types, with exact match reserved for your highest-performing keywords.

How can you optimize your exact match keyword strategy?

To maximize the effectiveness of your exact match keywords:

Conduct thorough keyword research to identify high-intent search terms with conversion potential Analyze search term reports to find queries that convert well and add them as exact match keywords Create tightly themed ad groups with highly relevant ad copy that directly addresses the exact keyword Develop specific landing pages that perfectly match the search intent of your exact match terms Monitor performance metrics closely, especially conversion rates and cost per conversion Use negative keywords to prevent your ads from showing on similar but irrelevant searches Test exact match against phrase and broad match to find the optimal balance for each keyword Consider using exact match for your most expensive keywords to control costs

Remember that while exact match provides precision, it also limits reach. The ideal strategy often involves using exact match for your core converting terms while testing broader match types to discover new opportunities.