Exact match
Exact match serves ads on searches that share the same meaning or intent as the keyword — including close variants, reorderings, and paraphrases, not just the literal string.
"Exact" has not meant literal since Google expanded close variants: [running shoes] can match "shoes for running" and similar paraphrases. It remains the tightest control available and the right home for proven money queries where you want maximum bid and message precision.
A common architecture pins exact-match keywords for the terms that pay the bills — guaranteeing presence and dedicated ad copy — while broad match hunts for what you have not thought of yet.
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