Forums › Forums › PPC › Exact Match is a lie? 53% of my spend is going to “Other Search Terms” and I’m hitting a wall. › Reply To: Exact Match is a lie? 53% of my spend is going to “Other Search Terms” and I’m hitting a wall. ppcbetter_says Guest April 10, 2026 at 1:47 pm Totally standard. That’s every account regardless of match type these days. What does it mean about what who say your ads was searching for? It’s anybody’s guess.
