Exact Match, explained properly.
What is exact match?
Exact match is the most controlled keyword match type in Google Ads. When you use exact match, written in [brackets], your ad shows only when someone searches your exact keyword or a very close variant of it. Close variants include minor spelling variations, plurals, abbreviations and reordered words where Google judges the intent to be the same. For example, [kitchen fitter Bristol] might also trigger "kitchen fitters Bristol" or "Bristol kitchen fitter".
Exact match is not as exact as it used to be
Before 2019, exact match was genuinely exact. Since then Google has expanded it to include close variants, which is why the Search Terms report stays essential even with exact match keywords. Originally the keyword and the search query had to be identical, apart from small things like capitalisation. Over the years Google has widened what counts. Today it includes: - Plurals and singulars (running shoe vs running shoes). - Misspellings and typos. - Same-meaning synonyms (buy a car vs purchase a car). - Reordered words (cheap flights London vs London cheap flights). - Same-meaning rephrasings (yoga teacher Bristol vs Bristol yoga teacher). The implication is that exact match no longer guarantees your ad shows only on a literal match.
When to use exact match
Exact match is best suited to: - **High-intent commercial keywords** where you know exactly which queries convert. - **Brand campaigns** where you only want your ad on your brand terms. - **Restricted-budget campaigns** where every wasted impression matters. - **Mature accounts** with plenty of data on what converts and what does not.
Exact match vs phrase match vs broad match
The three match types form a spectrum from most restrictive to least: - **Exact match:** same meaning as the keyword. Most controlled. [keyword] - **Phrase match:** includes the meaning of the phrase. Medium control. "keyword" - **Broad match:** related to the keyword's general meaning. Least control. keyword Modern accounts often use phrase or broad match with Smart Bidding, which compensates for the loss of control by optimising for conversions, and reserve exact match for the highest-intent terms.
Exact Match: common questions.
Why does my exact match keyword trigger on different searches?
Because Google's definition of exact match now includes close variants, same-meaning rephrasings and reordered words. The Search Terms report shows which queries Google treated as exact-match equivalents. If any are wrong, add them as negative keywords.
Should I use exact match or phrase match?
It depends on your goal. Use exact match for tight control, especially when budget is small or you know exactly which queries convert. Use phrase match when you want broader reach with reasonable safeguards. Most modern accounts mix both.
Is exact match still worth using?
Yes. Exact match still gives more control than phrase or broad, and is still right for brand defence, high-value commercial terms and restricted budgets. The skill is recognising that exact now means same meaning rather than literal match.
How do I write exact match keywords?
Wrap them in square brackets, for example [running shoes]. No brackets means broad match, and quotes such as "running shoes" mean phrase match.
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