With exact match, your ads can appear only when someone searches for your exact keyword, without any other terms in the search. We'll also show your ad when someone searches for close variations of that specific keyword.
Exact Match - If you surround your keywords in brackets - such as [tennis shoes] - your ad would be eligible to appear when a user searches for the specific phrase tennis shoes, in this order, and without any other terms in the query. For example, your ad wouldn't show for the query red tennis shoes or tennis shoe. Exact match is the most targeted option. Although you won't receive as many impressions with exact match, you'll likely enjoy the most targeted clicks - users searching for your exact keyword typically want precisely what your business has to offer.