An exact match keyword is a type of keyword used in advertising, particularly in platforms like Google Ads and Bing Ads. It allows you to target your ads very specifically to users who are searching for exactly the phrase you specify, or close variations of it.
Here’s how it works:
- High control, low reach: With exact match, you have the most control over who sees your ad because your ad will only be triggered by searches that exactly match your keyword. This can be helpful if you want to make sure your ad is only shown to people who are highly interested in what you’re offering. However, it also means that your ad will be shown to a smaller audience than with other keyword match types.
- Close variations: Even though you specify an exact phrase, some close variations will also trigger your ad. This can include things like misspellings, singular or plural forms of words, abbreviations, and accents. For instance, if your keyword is “[blue shirt]”, your ad might also show up for searches like “light blue shirts” or “men’s blue shirts”.
Here are some of the benefits of using exact match keywords:
- Increased relevance: Because you’re targeting such specific searches, your ad is more likely to be relevant to the user’s query. This can lead to a higher click-through rate (CTR) and a better return on investment (ROI) for your ad campaign.
- Reduced wasted spend: By only showing your ad to people who are very likely to be interested in what you’re offering, you can reduce the amount of money you waste on clicks from irrelevant searches.
Overall, exact match keywords are a good option for advertisers who want to target their ads very precisely and are willing to sacrifice some reach for higher relevance.
