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exact match hasn’t been exact match since like 2019, they just never renamed it. you’re not experiencing a bug, you’re experiencing the product. google sells intent targeting now, not keyword targeting, they just kept the old UI so nobody would freak out.[](https://www.reddit.com/r/PPC/comments/1shltmp/exact_match_is_a_lie_53_of_my_spend_is_going_to/)
Exact Match is a lie? 53% of my spend is going to “Other Search Terms” and I’m hitting a wall.
byu/Any-Chair-4148 inPPC
