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Google Ads phrase match is making a comeback in a big way!

Our search accounts are about to shift focus and it's time for a change if your keywords are going to unlock search success.

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:

So, in essence:

So, what does that mean for us?

It means that we will need to shift the focus, again, in our search accounts. From July 2021, we won’t be able to add in any new BMM keywords. Google has advised that immediate action isn’t necessary, as the existing keywords will start to transition from February 2021, and you will be able to keep all your associated data.

However, if you’ve done away with phrase, now is probably the time to start bringing it back in and using phrase match for new keywords. Exact match and the way we use negatives won’t change either. Lastly, it’s also advisable to keep a close eye on performance, as changes in Google usually bring about initial fluctuations in volumes and performance.

Excuse us, we’re just going to dust off our phrase match hat and pop it back on. Get in touch if you need help finding yours.