What is exact match?

When you run ads online, you want them to show up for the right people at the right time. "Exact match" is a way to tell platforms like Google Ads exactly which search terms you want your ads to appear for. Think of it as a very specific instruction. If you set a keyword as exact match, your ad will only show if someone types that precise phrase into the search bar, or a very close version of it. This means you are targeting people who are looking for exactly what you offer, which can lead to more relevant clicks and better results for your advertising budget. It's like having a laser focus on your target audience's search intent.

Why it matters

Using exact match keywords is important for several reasons, especially when you're starting out in paid advertising. First, it helps you reach the most relevant audience. When someone searches for an exact phrase, they often have a clear idea of what they want. Your ad showing up for that specific search means you're directly answering their need.This high relevance often leads to higher click-through rates (CTR). People are more likely to click on an ad that perfectly matches their search. A higher CTR can signal to the ad platform that your ad is useful, potentially lowering your cost per click over time. More importantly, it can lead to better conversion rates. If someone clicks your ad because it was exactly what they were looking for, they are more likely to complete the desired action, like making a purchase or filling out a form. Using exact match helps ensure your ad spend is focused on the most promising leads, making your budget work harder for you.

Best practices for using exact match

To get the most out of exact match keywords, there are a few best practices marketing teams should follow. It is not just about picking any keyword, but picking the right ones and managing them well.

Choosing your exact match keywords

Start by thinking about the most specific terms people would use to find your product or service. These are often "long-tail keywords," which are longer and more descriptive phrases. For example, instead of just "shoes," you might use "[men's running shoes size 10]" as an exact match keyword. These specific terms usually have less search volume but much higher intent. Use tools like Google Keyword Planner to research what people are searching for. Focus on keywords that clearly indicate a buying intent or a strong interest in what you offer.

Monitoring and refining your campaigns

Exact match keywords require ongoing attention. Regularly check your campaign performance. Look at which exact match keywords are driving clicks, conversions, and sales. If a keyword is performing well, consider increasing its budget or creating more specific ad copy for it. On the other hand, if an exact match keyword is not getting any impressions or clicks, it might be too niche or have very low search volume, and you might consider pausing it or trying a different match type. Also, keep an eye on your "search terms report" to ensure your ads are still showing for truly exact searches and not unwanted variations.

Key metrics to track

When using exact match keywords, tracking the right metrics helps you understand if your strategy is working.

• Click-through rate (CTR): This tells you how often people click your ad after seeing it. A high CTR for exact match keywords usually means your ad is very relevant to the search query.
• Conversion rate: This measures how many clicks turn into desired actions, like a sale or a signup. Exact match keywords typically have higher conversion rates due to their specific targeting.
• Cost per click (CPC): This is how much you pay each time someone clicks your ad. While exact match can sometimes have higher CPCs for competitive terms, the higher conversion rates often justify the cost.
• Return on ad spend (ROAS): This metric shows you how much revenue you get back for every dollar you spend on ads. It is a crucial indicator of your campaign's profitability.

Summary and next steps

Exact match keywords are a powerful tool for any marketing team looking to run efficient and effective paid advertising campaigns. By focusing on highly relevant searches, you can improve your ad's performance, get more qualified leads, and make your advertising budget go further. Start by identifying your most important, high-intent keywords, add them as exact match, and then consistently monitor their performance. This focused approach will help you connect with customers who are actively looking for what you offer, leading to better results for your business.