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.

  • QuantumWolf99

    Guest
    April 10, 2026 at 9:40 pm

    This is not a keyword problem… it is a fundamental structural limitation Google intentionally built. Between 20-80% of search term data is hidden across accounts and even 100% exact match campaigns regularly show 50%+ spend in other search terms.

    Use Search Term Insights on the Insights page… it aggregates hidden query themes without exposing individual terms, giving you at least category-level visibility into what that mystery spend is actually hitting.