Exact keyword matches (Account) column

Appears in the search terms report and displays the number of exact-match keywords throughout the entire account that match the search terms in the Search query column. 

The column is mostly intended for use when you're using filters or automatic rules to find exact-match keywords in your account.

Unlike the Exact keyword matches column, this column does not indicate the number of matches per level (such as the number of matches within the current campaign or ad group). Instead, it only lists the total number of exact-match keywords in the account that match the search terms in the Search query column 

Add this column to a report

1. Navigate to an engine account, campaign or ad group.
2. Click the Keywords tab and select Search terms.
3. If the column isn't already in the reporting table:

   1. Click the Columns button above the performance summary graph.

   2. In the Search for columns box, type the column name.

   3. Click + next to the column name in the Available columns list.

   4. Click Apply.