Exact Match is the most tightly controlled keywords matching option. For advertisers on a tight budget this keyword matching options is a must. Is your keyword was [can crusher] your ads will ONLY appear on a search query for [can crusher] Your impressions will be lower than the broad and phrase match options but because your ads are only showing to users looking for a [can crusher] you are more likely to achieve a higher quality customer that will be evidenced in a higher CTR.
The below screen shot is perfect example of a higher CTR achieved with exact matching. Highlighted below are two keywords. One in [exact match] and the second in “phrase match” because the phrase match keyword is allowing other words to appear before or after the keyword it can cause the ads to appear on search queries that are not specific enough to the product or service and that is easily seen in CTR score.
While [exact match] is a tightly controlled matching option and will allow you to achieve a higher CTR using [exact match] will require you to create a larger keyword list because you are not letting AdWords do the work for you. Although it creates more work for you, taking the time and effort will create a better quality keyword list and a more productive account.
