Exact match

Exact match is a relatively constrained keyword setting. Google Ads can show ads for searches with the same meaning or intent as the keyword.[1] 'Exact' therefore does not mean only character-for-character identity. The distinction from broader match types is the narrower permitted semantic range.

Use it for a well-defined product need, while continuing to inspect actual queries. Otherwise a merchant may assume only the entered text consumes budget. Matching enables potential participation; eligibility, bidding and the auction still affect whether the ad appears. Other platforms can use different rules.