Exact match

Exact match gives the most control over which searches you buy, so it suits your best searches: the ones that already convert, which deserve their own bid and ad.

Exact also takes priority over Performance Max and broader keywords when the search is identical to the keyword, which keeps important searches in the campaign built for them.

1. Exact keywords are written in square brackets, such as [boiler repair].
2. Filter the keywords report on Match type: Exact match.
3. Read the search terms of exact keywords to see the close variants they match.
4. Add converting search terms as exact keywords from the search terms report.

The search emergency boiler repair converts often through a broad keyword. Adding [emergency boiler repair] as an exact keyword gives it its own bid and an ad that mentions the 2-hour call-out.

• Expecting exact match to block plurals, reorderings and synonyms.
• Building an account only on exact, which misses new searches.
• Adding the same exact keyword in several campaigns aimed at the same place.

The audit checks Oppy runs on this, each with its own page.

• Searches that already make money and have no keyword of their own
• One match type is paying more for the same intent
• The same keyword bought at two very different prices

• Match type: How closely a search must match a keyword for the ad to show: broad, phrase or exact.
• Phrase match: A keyword match type where ads show on searches that include the keyword's meaning, in the order that matters.
• Close variants: Searches Google treats as the same as a keyword: plurals, misspellings, abbreviations and same-meaning phrasings.