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.

  • crawlpatterns

    Guest
    April 11, 2026 at 1:39 am

    You’re not crazy, exact hasn’t really been exact for a while.

    If 50%+ is going into “other terms,” I’d tighten negatives as much as possible and segment campaigns more by intent. Also compare performance. If your known terms convert better, that’s your signal to push harder on control.

    Annoying reality is you can’t fully eliminate it anymore, just contain it.