"Exact Match" refers to a search engine optimization (SEO) technique where a keyword or phrase exactly matches the search query entered by a user. This means that when someone types in a specific term, the search engine will prioritize results that contain that exact wording. This approach is often used to improve the visibility of a website in search results, making it easier for users to find relevant content. In the context of online advertising, particularly with platforms like Google Ads, "Exact Match" allows advertisers to target their ads to users searching for that precise term. This can lead to higher click-through rates and more relevant traffic, as the ads are shown only to those who are specifically looking for that exact product or service.