Exact match

Definition

Exact match is a search engine marketing term that refers to a keyword matching option where the ad is triggered only when a user searches for the exact phrase or term specified by the advertiser, without any additional words. This type of matching allows advertisers to reach a very specific audience, ensuring that their ads appear only for queries that exactly match their chosen keywords. By using exact match, advertisers can improve their targeting precision and potentially increase their return on investment.

5 Must Know Facts For Your Next Test

1. Exact match keywords often have lower search volume compared to broader match types but typically yield higher click-through rates due to their targeted nature.
2. Using exact match can help reduce wasted ad spend by ensuring that ads are only displayed for highly relevant searches.
3. Advertisers using exact match can often achieve higher conversion rates since users searching for exact terms are usually further along in the buying process.
4. Exact match is particularly beneficial for niche markets where specific terms are essential for attracting the right audience.
5. Search engines frequently update their algorithms, which can affect how exact match keywords perform and how strictly they enforce matching criteria.

Review Questions

• How does exact match differ from broad match in search engine marketing, and why might an advertiser choose one over the other?
  • Exact match differs from broad match in that it strictly targets specific keywords without allowing for variations or additional terms. An advertiser might choose exact match to ensure their ads are shown only to users searching for the precise terms they have selected, leading to higher relevancy and click-through rates. On the other hand, broad match could be chosen if an advertiser wants to cast a wider net and reach a larger audience, albeit with less precision.
• Discuss the potential advantages of using exact match keywords in a search engine marketing campaign.
  • Using exact match keywords can provide several advantages, such as improved targeting accuracy and higher click-through rates. Since exact matches only trigger ads for specific phrases, advertisers can minimize wasted impressions and clicks from users who may not be interested in their offerings. Additionally, this focused approach often leads to better conversion rates because users searching for these exact terms are generally more ready to engage or make a purchase.
• Evaluate how changes in search engine algorithms could impact the effectiveness of exact match keywords in future advertising strategies.
  • Changes in search engine algorithms could significantly impact the effectiveness of exact match keywords by altering how strictly these matches are enforced or how relevancy is determined. For instance, if algorithms become more sophisticated in understanding user intent, it might lead to scenarios where ads are displayed even for slightly varied phrases, potentially diluting the strictness of exact matches. Advertisers will need to adapt their strategies based on these changes to maintain their targeting precision and ensure that they are still reaching their intended audience effectively.

Related terms

broad match:

A keyword matching option that allows ads to be shown for searches that include misspellings, synonyms, related searches, or other variations of the keyword.

phrase match: A keyword matching option that triggers ads when the search query includes the exact phrase specified by the advertiser, with the possibility of additional words before or after.

quality score: A metric used by search engines to measure the relevance and quality of ads, keywords, and landing pages, which can affect ad rankings and costs.