What Is an Exact Match Keyword?
An Exact Match keyword in Google Ads shows your ad only when someone searches for the exact meaning of your keyword. It gives you the highest level of control and ensures your ads appear only to users with clear, high-intent searches.
In simple words:
Your ad appears only when the search is very close to your keyword.
How Exact Match Works
Exact Match keywords are written inside square brackets:
Example keyword:
[digital marketing course]
Your ad may show for:
- digital marketing course
- courses in digital marketing
But it will NOT show for:
- online marketing classes
- marketing course digital
- seo course
Google only matches searches with the same meaning as your keyword.
Why Use Exact Match?
Exact Match offers maximum precision.
✔ Best for high-quality leads
✔ Reduces wasted clicks
✔ Highest relevance
✔ Best for limited budgets
✔ Ideal for competitive industries
Real-Life Example
Imagine you run a wedding photography service.
Your Exact Match keyword:
[wedding photographer near me]
Your ads will only show for people searching that exact term or very close variations like:
- wedding photographers near me
But not for:
- birthday photographer
- event photography packages
This gives you highly targeted and ready-to-buy customers.