What is Exact Match?
Exact Match is the most restrictive keyword match type in PPC advertising. As ad visibility is limited to situations where the user’s search query uses your keyword (or very close variants), reach is limited, but relevance is high. While precision aids in controlling spend, potentially valuable traffic using associated terms may be ignored.
Consider “[running shoes]” as an example where users can only type those two words, with no additional alterations to the phrase.
Related concepts: Expanded Text Ads, Broad Match, Phrase Match, Negative Match, Close Variants