Reply To: Exact Match is a lie? 53% of my spend is going to “Other Search Terms” and I’m hitting a wall.

[pantrywanderer]

You’re not wrong, exact match just isn’t exact anymore. The lack of visibility makes it worse, especially in niche accounts where every click counts.

I’ve had to shift from trying to control every query to managing risk instead. Tight budgets on high-intent terms, aggressive negatives, and optimizing toward what actually converts. Not ideal, but more workable.