Definition
Exact match shows your ad only for searches meaning the same thing as your keyword. It gives tight control over message match and CPCs but caps reach - which is why mature accounts pair exact-match defense campaigns with broad-match expansion.
Why it matters
Exact match protects branded and proven high-intent terms from broad-match bleed while you test expansion elsewhere.
Benchmarks
Expect 85-95% of exact-match impressions on the literal term
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