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Why the exact match keyword type in PPC is still relevant today

March 18, 2024

How often have you heard, “Use broad match along with smart bidding to get the best results?”

Broad match can learn based on previous conversion activity. It can also use previous user search data, other keywords in your ad group and your landing page’s content to show your ads on relevant searches. Broad match has more learning capabilities than phrase or exact match.

If broad match can do all these things, is there even a need for exact match?

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