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Welcome to our weekly Search Engine Land series, Everything you need to know about Google Ads in less than 3 minutes. Every Wednesday, I’m highlighting a different Google Ads feature, and what you need to know to get the best results from it – all in a quick 3-minute read.

Today, we’re discussing exact match keywords – the intuitive and the not-so-intuitive facts you need to know about how keyword match types work today.

I’ll cover: 

  • What are keywords?
  • Keyword match types in Google Ads: Broad, Phrase, Exact
  • The evolution of exact match keywords
  • When to use exact match keywords
  • The power of negative keywords

What are keywords in Google Ads?

Before we get into the specifics of exact match keywords, let’s recap what keywords are in the context of Google Ads.

Keywords are the words or phrases you use in your ad account to tell Google when…

Source searchengineland.com

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