Exact match comes up a lot when we talk about Digital Marketing, but what is it? What does it mean, and why is it important?
Let’s first define Exact match. The technical definition of Exact match is best summed up by saying:
Refers to a keyword match type for PPC advertising that offers the most specific and precise control over ad targeting. For example an exact match domain (or EMD) is a website domain that includes the keywords you’re targeting right in the search results. – The Internet
Ok, that is a good place to start but if you really need to understand this term and use it to your advantage when you encounter it in the “wild” we are going to need to do a deeper dive. Digital Marketing has a lot of jargon to navigate and it can mean different things depending on where it is being used and what your goals are. For example Exact match may mean different things to an SEO (Search engine Optimizer) than it does to an SMM (Social Media Manager) and something else entirely to a website developer, app developer, or a traditional marketer. For our purposes in this article page, we are going to take the 10,000-foot view and focus on the general digital media perspective. If this leaves you with any questions please don’t hesitate to ask! We love to respond with more specific follow-up content that may be helpful to you.
Ok, so back to “Exact match” What is it? Why is it important and how can I use it to best serve my digital marketing or website management needs?
Why do we talk about Exact match and use it in Digital Marketing?
What are exact match keywords? In SEO, exact match keywords refer to search results/content that perfectly match all of the keywords in the query, exactly as they were entered. Phrase match which is similar is more flexible than exact match, but is more targeted than the default broad match option. Don’t use all broad match keywords, or your ad will display for too many people who aren’t interested. Likewise, if you only use exact match, your ads might not show up often enough to get you good results. It is cheaper to target a search query from exact match keyword when compared to a phrase match keyword but you may get served less often with a tighter requirement. Targeting about 5 keywords (each with a monthly search volume of 100+) to start with is recommended for most small businesses.
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