Among the three types of match types traditionally available for keywords in Google Ads, today we will talk about Exact Match. This match type allows your keywords to be triggered only when the user's search is identical to the keyword itself, or at least that's what was thought until not long ago 😲. Continuous and recent modifications by Google have made this match type less strict, making it more open to slight variations between the search term and the keyword.
The main advantage of Exact Match is the ability to control the traffic that triggers your content, even though there will be fewer searches that match it. Although its visibility is lower, it often offers a higher CTR (Click-Through Rate) since the searches are performed by more qualified users, meaning those looking for information related to the content you offer, thus expecting a higher conversion rate.
This doesn't mean that all your keywords should be in this match type, but rather you should thoroughly understand its benefits and combine these types of keywords as efficiently as possible with the rest of the match types.
How do exact match keywords work?
Currently, exact match keywords will display your ads if the user's search intent matches that of the keyword, allowing slight variations. Exact match is recommended to limit ads to searches that are specifically related to the content of your ads, products, and brand. For this, the audience needs to be aware of your services or products and be interested in obtaining information related to them on search engines.
Creating and maintaining up-to-date exact match keywords with appropriate bids is a task that requires a lot of dedication but is essential for achieving good results. Even if you keep exact match keywords active, it is advisable to include them in Phrase or Broad match and group keywords by match type in different campaigns and ad groups to make use of negative keyword techniques to direct traffic to the keywords that matter most in each case.
Remember that exact match for negative keywords is stricter and does not accept the variations mentioned in this post. To learn more about negative keywords, visit the post about how Negative Keywords work.
We encourage you to visit the following link if you want to learn more about Google's recommendations regarding Exact Match type.