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.
It is characterised by a lower number of impressions for a given keyword, but also a higher click-through rate (CTR) than in the case of approximate or phrase matching.
The term exact match also refers to activities reserved for SEO specialists. It refers to the method of linking from one page to another, and more specifically to the coincidence of the anchor text with 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.
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