Term
Exact Match
The narrowest Google Ads match type. Triggers only when the query carries the same meaning as the keyword. Close variants (plurals, typos, acronyms) are included.
Exact Match — in more detail
Exact Match is the narrowest of the three active match types. The ad serves only when the query carries the same meaning as the booked keyword. “Literally identical” hasn’t applied since 2017 — Google includes close variants: plurals, typos, reorderings, function words (articles, prepositions), and synonyms with identical intent. Exact is often used in accounts to retain bid- and copy-level control on high-priority keywords, especially when Smart Bidding doesn’t yet have enough conversion data.
Example / In practice
Keyword [women's running shoes] (brackets denote Exact Match) triggers on:
- “women’s running shoes”, “running shoes women’s” (reordered)
- “womens running shoes” (no apostrophe)
- “women’s runing shoes” (typo)
But not on:
- “cheap women’s running shoes” (additional meaning “cheap”)
- “best women’s running shoes for asphalt” (additional attributes)
Distinction from similar terms
Phrase Match is broader and tolerates extra words as long as the core meaning is preserved. Broad Match goes further into topics and synonyms. Close variants are not a separate match type — they’re a serving expansion that applies across all types.
Entdecke mehr
Keyword (SEA)
A search term an advertiser targets to trigger ads. In Google Ads a keyword is not a literal user query but a trigger rule paired with a Match Type — Phrase, Exact, or Broad.
LexikonGoogle Ads account structure — from campaign down to ad group, set up right
Account segmentation, campaign types, ad groups, SKAG/STAG, match types, negatives and brand/generic/competitor — woven together.
NewsGoogle Ads launches Journey-Aware Bidding and expands Smart Bidding Exploration
Smart Bidding now learns from the full lead-to-sale funnel. Smart Bidding Exploration is rolling out to Performance Max and Shopping.