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Exact match

A keyword setting that allows your ad to show only when someone searches for the exact phrase of your keyword or close variations of the exact phrase of your keyword. The exact match keyword "bicycle bell" can cause your ad to show only if someone searches for "bicycle bell" or close variations of "bicycle bell" exactly, with no other words.

  • Exact match lets a keyword trigger your ad to show only when someone searches for the exact keyword or close variations of the exact keyword that you added to your account. Close variations include misspellings, singular and plural forms, acronyms, stemmings (such as floor and flooring), abbreviations and accents. If a search uses the right words in the wrong order or includes extra words, your ad won't show for that search.
  • For example, when you add "adopt a kitten" as an exact match keyword, you tell AdWords to try to show your ad only when someone searches "adopt a kitten" or close variations of "adopt a kitten", such as "adopt a kiten". This match type is the most specific and can sometimes cause you to miss relevant traffic.
  • Exact match is one of the four keyword matching options that help control how closely the keyword needs to match a person's search term in order for your ad to appear. You can choose one or more matching options for a keyword, and broad match will be used by default if you don't specify a particular matching option.

More about keyword-matching options
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