PPC Insights

Understanding Exact Match Keywords in Google Ads: A Beginner-Friendly Guide

Exact Match Keywords in Google Ads
Learn how Exact Match works and why it's crucial for effective PPC.

If you've ever dabbled in Google Ads, you've probably come across the term "Exact Match Keywords." It sounds pretty straightforward, right? Well, not quite. While it’s one of the most powerful ways to control who sees your ads, many business owners and marketers struggle to understand how it truly works.

This article will break down Exact Match keywords in Google Ads, why they matter, how they differ from other match types, and how to use them effectively. We’ll keep things simple—no complicated marketing jargon, just real talk about how you can make the most out of your ad budget.

What Are Exact Match Keywords?

Exact Match is one of the keyword match types in Google Ads that allows advertisers to control which searches trigger their ads. When using Exact Match, your ad will only show for searches that are very close to your chosen keyword.

Before 2018, Exact Match meant your ad would only appear if someone typed in the exact keyword, without any variation. However, Google has since loosened the rules. Now, Exact Match includes:

For example, if your keyword is [running shoes], your ad might show up for:

But it won’t show for:

This gives you more reach while still keeping things tightly controlled.

Why Use Exact Match Keywords?

Using Exact Match keywords in Google Ads has some significant advantages, especially if you're trying to maximize your return on investment (ROI). Here’s why they’re so useful:

  1. Higher Relevance: Your ad is only triggered when someone searches for something very close to your keyword. This means your ad is more relevant to the searcher’s intent, leading to higher click-through rates (CTR) and conversions.
  2. Better Budget Control: Since you’re limiting when your ads appear, you’re not wasting money on irrelevant searches. This is great for businesses with a limited budget that want to ensure every click counts.
  3. Higher Quality Score: Google assigns a Quality Score to your ads based on relevance. Higher relevance means better ad placements and potentially lower cost-per-click (CPC).
  4. Lower Competition: Broad and phrase match keywords tend to trigger ads for a wide range of searches, meaning you’ll compete with more advertisers. With Exact Match, competition is reduced, potentially lowering your bid costs.

How Exact Match Compares to Other Match Types

Google Ads offers three main keyword match types:

Match TypeExample KeywordExample Search Queries That Trigger Ads
Broad Matchrunning shoesbest running shoes, buy sneakers, jogging footwear
Phrase Match"running shoes"buy running shoes, best running shoes, red running shoes
Exact Match[running shoes]running shoes, shoes for running, running shoe

Broad Match gives you the most exposure but can be costly due to irrelevant searches. Phrase Match provides more control while still capturing some variations. Exact Match offers the most precision, ensuring you only pay for the most relevant clicks.

Example: Exact Match in Action

Let’s say you own a small bakery in Philadelphia and want to run Google Ads for your custom wedding cakes.

With Exact Match, you won’t waste money on people looking for cakes that have nothing to do with your business.

Best Practices for Using Exact Match Keywords

Now that you know how Exact Match works, here are some best practices to get the most out of it:

1. Use Exact Match for High-Intent Keywords

Focus on keywords that indicate strong buying intent. For example, [buy running shoes online] is better than [running shoes] because it suggests the user is ready to purchase.

2. Group Similar Keywords Together

Instead of having one ad group with a mix of broad, phrase, and exact match keywords, create separate ad groups for each match type. This improves ad relevance and performance.

3. Monitor Search Terms Report

Check which search terms are triggering your ads. If irrelevant searches slip through, add them as negative keywords to prevent wasted spend.

4. Adjust Bids Strategically

Since Exact Match keywords tend to have higher conversion rates, you can afford to bid a bit higher on them compared to Broad or Phrase Match keywords.

5. Combine with Other Match Types

Use a mix of Exact, Phrase, and Broad Match Modifier keywords to balance precision and reach. This allows you to test and optimize for the best performance.

Q&A: Common Questions About Exact Match Keywords

Q: Do I need to use brackets [ ] when adding Exact Match keywords?

A: Yes! To tell Google Ads you want to use Exact Match, put your keyword in brackets like this:[custom wedding cakes].

Q: Can Exact Match keywords still trigger ads for slightly different searches?

A: Yes, but only for close variations, such as plurals, misspellings, or reordered words with the same meaning.

Q: Should I only use Exact Match for my Google Ads campaign?

A: No, it’s best to combine Exact Match with Phrase Match and Broad Match Modifier keywords to capture a wider audience while maintaining control.

Q: Will using Exact Match increase my CPC (cost per click)?

A: Not necessarily! While you might pay slightly more per click, you’ll waste less money on irrelevant searches, meaning your overall ROI could be better.

Q: How do I know if Exact Match is working for me?

A: Check your click-through rate (CTR), conversion rate, and Quality Score in your Google Ads dashboard. If these numbers are strong, your Exact Match strategy is working!

Conclusion

Exact Match keywords in Google Ads are a powerful tool for businesses that want precision targeting without wasting their ad budget on irrelevant searches. While Google has broadened the definition of "exact match," it still offers strong control over who sees your ads.

By using Exact Match strategically—focusing on high-intent keywords, monitoring your search terms report, and adjusting bids wisely—you can drive more qualified traffic to your website and improve your return on investment.

Ready to fine-tune your Google Ads strategy? Start experimenting with Exact Match keywords today and watch your campaign performance improve!