A travel marketer wants to serve their ads only to potential customers who are specifically looking for all-inclusive vacation options in Paris. The marketer decide to use an exact-match keyword of “all-inclusive vacation Paris.”
Which search terms might match with this ad?
Exact match type keywords allow you to target search queries that have the same meaning and intent as your selected keyword. Exact match requires some keyword analysis and manual work to set up. But it’s by far my favorite keyword match type. Because you can be sure not to waste your marketing budget on irrelevant queries. However, exact match doesn’t mean “exact match”. They will include search queries with common misspellings, singular or plural forms, accents, abbreviations. In other words, meaning and intent should be the same. Note that exact match keywords must be specified using brackets . Question format could seem strange for some marketers as “” is used to define phrase match.