What are exact match keywords?
According to Google Support, exact match is a keyword match type that allows you to show your ads on searches that have the same meaning or same intent as your keyword. Exact match offers the most control over who sees your ad, but it reaches fewer searches compared to phrase and broad match.
We’ve talked about not running too many keywords (if any) on broad match, but recently we’ve seen a lot of cases of the inverse – people wanting to run only on exact match. Don’t do this either! If you run too many keywords on exact match, you won’t be able to gain any query information — if users don’t type in the exact keywords you put in (and only those) the ads won’t show up. You’ll miss out on potential customers and potential learnings. Phrase match should be your keyword match type of choice – and the match type of the majority of the keywords in your AdWords account.
So, while exact match offers more precise control over who sees your ad, using only exact match can potentially limit your ad’s reach.
