Glossary
What is Search exact match impression share?
Melvin Salas1 min readVerified 8 October 2026
Short answer
Search exact match IS is, in Google's words, the impressions you've received divided by the estimated number of impressions you were eligible to receive on the Search Network for search terms that matched your keywords exactly (or were close variants of your keyword). It is unavailable for Shopping campaigns. Read beside ordinary impression share, it shows whether a low share is low on every search or only on the broader ones.
Google suggests the column for a specific situation: if you use broad match keywords and have low impression share, you may want to look at your exact match impression share data to see how your keywords perform on only those searches that exactly match your keywords. Its example is a broad match keyword "flowers", whose ad might show for "flowers" or a related search like "roses". The exact match figure tells you how often the keyword shows when a user searches for just "flowers".
Google says exact match impression share data is only available for campaigns in the Search Network.
How Google says to read the pair. If your impression share is low on all searches, Google says you may want to learn more about strategies to improve your impression share. If it is low only on searches that broadly match your keywords, Google suggests running a search terms report, where you can see which searches aren't exactly matching your keywords, and says you can also increase your impression share on those searches by adding those terms as keywords and assigning appropriately higher bids. If a search term isn't relevant enough to the products or services that you offer, Google says you can add it as a negative keyword instead.
Our reading, not Google's: a gap between the two figures is a question about the keyword list before it is a question about budget. A campaign that wins most of its exact searches and few of its broad ones is losing the broader searches, and the search terms report is where you find out whether those searches were worth winning.
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