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. ArrowUpWalker Guest April 10, 2026 at 4:33 pm With ai deployed everywhere you want your keywords to go broad as they can be and let ai and algo optimise for you. Controls can be done via negative keywords and the usual geo and timing.
