13 Sep '18, 1pm

via @sejournal

For example, a broad match keyword could be an exact match to a query when it is exactly the same as the broad keyword. While the broad match keyword is eligible to trigger ads for a wide range of searches, some subset of all those searches match the keyword exactly, and hence are reported as exact matches by Google.

Full article: https://www.searchenginejournal.com/google-exact-match-ch...

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