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.
Measured as
Measure Exact Match with a fixed attribution window, conversion event, and spend basis before comparing campaigns or creative tests.
Misused when
- Expecting exact match to deliver scale on its own.
- Ignoring close variants that can change intent over time.
Operator takeaway
- 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.
- Use Exact Match only inside a stable attribution rule, conversion definition, and time window so campaign comparisons stay honest.
- If performance changes, check whether the metric moved for a real business reason or because the measurement setup changed underneath you.
Next decision
- Read Paid ads bidding & budgeting hub: max CPC, target CPA, and break-even targets if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
- Decide which report owns Exact Match before comparing campaigns, channels, or creative tests.
Where to use this on MetricKit
Guides
- Paid ads bidding & budgeting hub: max CPC, target CPA, and break-even targets: A practical hub for bidding and budgeting: compute max CPC from CVR and margin, set target CPA using LTV, and use break-even CTR/CVR/CPM targets to guide creative and landing optimizations.