What Is Exact Match?
Also written as exact match keyword, exact match type, [exact match].
Definition
Exact match is a Google Ads keyword match type that shows your ad on searches with the same meaning or same intent as your keyword. You write it in square brackets, like [dog bed]. It gives you the most control of the three match types, but it does not limit your ad to that exact phrase.
Written by Christopher Krassnig, Founder & CEO of ZenoX Media. Written by the ZenoX team from the accounts we run. Definitions are general; the numbers in examples are maths, not client results.
Exact Match, Explained
The name tricks people. Years ago, exact match meant the exact words. Today it does not. Google says ads "may show on searches that have the same meaning or same intent as the keyword" (checked 5 November 2026). So [dog bed] can also show on a search that means the same thing, even when the words differ a little.
You set it with square brackets. Google's own example is [red shoe]. There are three match types: broad, phrase and exact. Exact reaches the fewest searches. Google says it "gives you the most steering over who views your ad".
For a store, exact match fits the keywords you already know make money. Your brand name is the clearest case. Someone typing it wants you, and you do not want that budget drifting into random searches. A proven product search is the next case.
Exact match still needs checking. Since it follows meaning, Google can still match a search you would not pay for. Open the search terms report each week. Add negative keywords for the searches you do not want. And do not go so narrow that the campaign gets no data to learn from.
How We Use It at ZenoX
Our brand Search build starts with one exact match keyword: the store's name. We skip broad match there, so the brand budget stays on people looking for the store. Most ecom spend runs on feed-only Performance Max and Shopping, which do not use the keywords you type. So exact match is a small part of our accounts.
Questions People Ask About Exact Match
Does Exact Match Only Show for the Exact Phrase?
No. Google says exact match can show on searches with the same meaning or same intent as your keyword (checked 5 November 2026). It gives you the most control of the three match types, but the words do not have to line up one for one. Check your search terms report to see what it matched.
How Do You Add an Exact Match Keyword?
Put the keyword in square brackets when you add it to an ad group. Google's example is [red shoe]. If you add a keyword with no symbols around it, Google treats it as broad match, which is the default. So check the brackets are there before you save.
Related terms
- Phrase MatchPhrase match is a Google Ads keyword match type that shows your ad on searches that include the meaning of your keyword.
- Negative KeywordA negative keyword is a word or phrase you tell Google never to match your ad against.
- Search Terms ReportThe search terms report is the list of actual queries people typed before they saw your ad.
- Brand Search CampaignA brand search campaign is a Search campaign that only bids on your shop's own name and close spellings.
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