MATCH The MATCH function in Excel searches a range of data for a specified value and then returns its relative position. You can then use the returned value with functions like INDEX to retrieve ...

From here, let’s say we want to add all of our existing broad match keywords as exact match so we can refine our bidding control on them. In Excel, add a Filter to your report (ALT-A-T).

Set the fifth parameter [match_mode] to 1 and if there isn’t an exact match you will get the next largest result; -1 fetches the next smallest item.