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. Jk12345jk12345 Guest April 10, 2026 at 3:30 pm For last 5 years, exact match is the old broad match. Phrase is super broad match. And broad match is ridiculous match. AI Max is now there to trick you into using broad match.
