Exact match – exact match – acts as the most precise match for keywords. It causes the ad to be displayed only for those keywords which precisely match the users’ selected search queries. The ad will not be displayed in the case of using a different order of words or their combination with other words.
The term exact match also refers to activities reserved for SEO specialists. It refers to the way in which a page is linked from one site to another, and more specifically to the correspondence between the anchor text and the selected keywords. An exact match is referred to when the anchor text sounds identical to the phrase being positioned, and is therefore not a variation or synonym of it.