- from Adwords Help files. Fair enough. However, I have a campaign set up with exactly the same terms as broad, phrase and exact match in their own adgroups (with match-type negatives as necessary). So, a simple question. Why does Impression Share Exact Match suggest I would have a 10% greater exposure if all keywords were exact match (when they already are)? It had been my understanding that Google would exact match a query, if available, ahead of any other match type. This does not appear to be the case or, am I reading this wrong?