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Mar 14, 19 · Exact Match used to be the most restrictive match type option in AdWords It is used to target only the specific keywords and close matches It is defined with brackets Let us look us at an example if you use Exact match type for the keyword ladies hats Then your ad was eligible to show for a query like Ladies HatsApr 01, 15 · Defining the keyword match type in a Google Adwords campaign can make the difference between the success and failure of a campaign The 5 match types that are available are broad match, broad match modifier, phrase match, exact match, and negative match Each match type has its advantages and disadvantages which can greatly change the outcomeThere are four keyword match types Broad match Modified broad match Phrase match Exact match Each play their own role in the way traffic is driven to your text ads No matter how many keywords you choose to have in your ad groups, they should be a carefully chosen blend of the four match types and, change over time wi