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Exact match

Exact match allows queries with the same meaning or intent as the keyword, including supported close variants.

Positive keyword match types

  1. Broad · related searches
  2. Phrase · includes meaning
  3. Exact · same meaning or intent
Scope comparison, not literal text rules. Exact is not limited to identical text; negative keywords follow different rules.

How it works

Use it for tighter control, but review actual search term reports.

Example

Example: A different word form may be eligible when meaning remains the same.

Common mistakes

Exact does not necessarily mean identical characters.

How can you check this in practice?

Brackets specify exact match, but reporting can include variants with the same meaning or intent. Examine actual queries and business relevance. Do not promise that ads serve only for absolutely identical spelling.

Distinctions and limitations

Exact is the narrowest positive match type, not a character-equality rule. Negative exact keywords exclude under different rules. Cost control also needs measurement, bidding and a suitable landing page.

Official sources

Editorial responsibility: Biser Bozhinov · PPC Specialist

Updated: 05/11/2026

For a correction or question: office@z-consult.bg