- [Narrator] With Exact Match targeting,
you'll add your keywords with a bracket symbol
to indicate that you want your ads to only show for searches
that have nearly the same meaning or the same intent.
Now, any search query that will trigger your ad
has to match almost exactly what's in the brackets,
nothing before it and nothing after it, that's it.
That's the entire search query.
Now with one little caveat, Google will still decide
if a variation is close enough.
So even though we call it exact match,
it's really exact match with close variations.
Let me show you some examples.
So let's say we add the keyword, baseball hats,
and we've wrapped it in brackets, so in this case,
we're going to match for baseball hat and hats for baseball.
And this is because keywords still match
even if a user adds in any functional words,
such as into, a, the, and, for, but.
Now order doesn't matter and pluralization
is considered a close variant.
So you'll also match for hats baseball,
hat for baseball and hats baseball.
And that's about it.
Your ad won't show up for searches, like team baseball hats,
hats for ball game, tennis hats, and purple baseball hats.
Exact match is going to give you
the ultimate level of control.
Especially if you have specific landing pages
where you want to keep close variation separated
by where you're sending that traffic.
Now, when you're just starting out with Google ads,
I encourage you to start by using Exact Match.
It allows you to create incredibly granular
and focused ad groups without spending erroneously
on search terms that run away
when you don't have negative match applied.
Now you can always expand your keywords,
but starting specifically will help you control your spend
until you're feeling more and more comfortable
with the nuances of Google ads and keywords.