Exact match

The most stringent, exact match, assumes that an ad can only be displayed if the user’s query exactly matches the keyword. Ads containing keyword phrases in exact match will be displayed if the user: uses an inappropriate number, uses a related word, makes spelling mistakes, changes the order of words (while retaining their meaning), omits or adds function words.

Strict matching requires the use of so-called square brackets when determining keywords. Using this type of precision in the creation of a campaign helps to reduce unnecessary costs and to reach audiences who are genuinely interested in the advertised products or services.

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