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Paid Ads

Exact Match

Exact match shows ads on queries that closely match your keyword intent. It offers strong intent control but limited reach.

Updated 2026-01-24

Definition

Exact match shows ads on queries that closely match your keyword intent. It offers strong intent control but limited reach.

Example

If the keyword is project management software, exact match targets closely related queries rather than broad variations.

How to use it

  • Use exact match for high-intent queries and stable CPA control.
  • Expand with phrase/broad once you have conversion signal and negatives.
  • Review search terms to confirm intent stays tight as platforms evolve.

Common mistakes

  • Expecting exact match to deliver scale on its own.
  • Ignoring close variants that can change intent over time.

Why this matters

This term matters because it affects how you interpret performance and make budget decisions. If you use inconsistent definitions or windows, ROAS/CPA can look "better" while profit gets worse.

Practical checklist

  • Write a 1-line definition for "Exact Match" that your team will use consistently.
  • Keep the time window consistent (weekly/monthly/quarterly) when comparing trends.
  • Segment results (channel/plan/cohort) before drawing big conclusions from blended averages.
  • Sanity-check with a related calculator from the same category on MetricKit.
  • Read the related guide (e.g., Paid ads bidding & budgeting hub: max CPC, target CPA, and break-even targets) for context and common pitfalls.

Where to use this on MetricKit

Calculators

  • Target CPA from LTV Calculator: Translate LTV and contribution margin into a target CPA (and break-even CPA) for paid acquisition.
  • MER Calculator: Calculate MER (Marketing Efficiency Ratio / blended ROAS) and estimate break-even and target MER from margin assumptions.
  • Max CPC Calculator: Compute break-even and target CPC (and optional CPM) from CVR, AOV, and contribution margin assumptions.
  • Break-even CPM Calculator: Compute break-even and target CPM from CTR, CVR, AOV, and contribution margin assumptions.
  • Break-even CTR Calculator: Compute the CTR required to break even (and hit a target) given CPM, CVR, AOV, and contribution margin.

Guides