Google Ads phrase match is making a comeback in a big way!
Well, that’s the latest from the Google anyway. In an announcement released on the 4th Feb 2021, Google stated that it will be Broad Match Modifier (BMM) that we will be saying goodbye to, and that phrase match will now be the one we need to focus on. This comes after we’ve spent tireless hours putting our efforts into BMM and moving away from Phrase… but that’s cool.
However, Google has said that this shift will be better for marketers, as it will incorporate elements of BMM but be a bit smarter.
Currently, BMM will identify elements in the selected keyword and pick them up in various order if it deems it relevant. The issue with this approach though, is that it might make terms appear in an order that we (as marketers or brands) don’t want.
You might argue that is what we have Search Query Reports for, but if this new, improved phrase match takes some of that manual work out, then hey, we’re all for it!
This is what Google has given as an example of what they mean: