Sales Loves MarketingExact match keywords are the tightest match type in Google Ads. You write them in square brackets, such as [crm software], and Google shows your ad only on searches that mean the same thing or have the same intent as the keyword.
How does exact match work today?
Exact match used to mean the searcher typed exactly your words. That is no longer the case. Google now matches exact keywords to close variants, which it groups like this:
| Close variant | Google's example |
|---|---|
| Closely related spelling (misspellings, plurals, stems, abbreviations, accents) | floor and flooring |
| Reordered words | [shoes mens] matches "mens shoes" |
| Added or dropped function words | [shoes for men] matches "men shoes" |
| Implied words | [daydream vr headset] matches "daydream headset" |
| Synonyms and paraphrases | [bathing suits] matches "swimming suits" |
| Same search intent | [images royalty free] matches "free copyright images" |
So exact match is precise, but not literal. Check the search terms report to see which real search terms triggered your ads.
Exact vs phrase vs broad match
| Match type | Syntax | When ads may show |
|---|---|---|
| Exact | [keyword] | Searches with the same meaning or intent |
| Phrase | "keyword" | Searches that include the meaning of the keyword |
| Broad | keyword | Searches related to the keyword |
Broader match types bring more reach and less control. Google recommends using Smart Bidding with all match types and says it is critical with broad match.
When should you use exact match?
Exact match suits keywords where you already know the intent and the value:
- High-intent terms, such as [crm software pricing] or [crm demo].
- Your own brand terms, where you want tight control over the ad and landing page.
- Proven winners found in broad or phrase campaigns, moved into exact to manage their bids separately.
The trade-off is volume. Exact match reaches fewer searches, so a campaign built only on exact keywords can miss new long-tail queries that convert.
How do negative exact match keywords work?
Negative keywords behave differently. A negative exact keyword such as [free crm] blocks only searches with those exact words in the same order and nothing more. According to Google, negative keywords don't match to close variants, apart from casing and misspellings, so add synonyms and plurals yourself.
What does exact match mean in SEO?
In SEO, "exact match" usually describes anchor text or domain names that repeat a target keyword word for word. Google's spam policies list links with optimized anchor text in articles, guest posts or press releases on other sites as an example of link spam. Natural anchor text varies, so a link profile full of exact-match anchors is a warning sign.
Related terms
Frequently asked questions
Does exact match only show ads for the exact words I enter?
No. Since Google widened the match type, exact match also covers close variants with the same meaning or intent, such as misspellings, plurals, reordered words, synonyms and paraphrases. It is still the most precise of the three match types.
What is the difference between exact, phrase and broad match?
Exact match shows ads on searches with the same meaning or intent as the keyword. Phrase match shows ads on searches that include the keyword's meaning. Broad match shows ads on searches related to the keyword, even if they don't contain its meaning directly.
How do I write an exact match keyword?
Put the keyword in square brackets, for example [project management software]. Phrase match uses quotation marks and broad match uses no symbols.