Question: Should I use phrase or exact match?

Phrase match is more flexible than exact match, but is more targeted than the default broad match option. With phrase match, you can reach more customers, while still showing your ads to customers who are most likely searching for your product or service.

When should I use exact match?

The phrase exact match is commonly used when targeting your ad to types of searches with Google AdWords. Exact match in AdWords means that you only want your ad to show up for a specific word or phrase.

What is the meaning of exact matches?

This article applies to positive keyword targeting only. A keyword setting that allows your ad to show only when someone searches for your keyword or close variants of your keyword. Close variants may include: Misspellings.

How do I add exact match keywords?

Exact match has a specific symbol you have to add to your keywords, just put your keyword between square brackets [ ]. Note that the entire keyword needs to be contained in the square brackets, variations of this wont work as they should.

What is EM and F1?

Performance on the dataset is measured by both an F1 score, which captures the precision and recall that words chosen as being part of the answer are actually part of the answer, and an exact match EM score, which is the number of answers that are exactly correct (with the same start and end index).

How does CEM work?

The idea of CEM is to temporarily coarsen each variable into substantively meaningful groups, exact match on these coarsened data and then only retain the original (uncoarsened) values of the matched data. This method works by exact matching on distilled information in the covariates as chosen by the user.

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