Changes to Google Ads

The official announcement about Google Ads Broad Match Modifier is shaking up paid advertising.

It’s time for another change to Google Ads, and it’s a big one! Broad Match Modifier (BMM) is being replaced with Updated Phrase Match in an effort to align advertisements with the intent of search queries. In fact, Updated Phrase Match is already incorporating the behaviors of BMM to help businesses reach relevant customers, according to the official announcement. 

But what are those behaviors, and what changes can we expect to Google Ads? Let’s take a closer look at what the update means for your paid advertising in the days ahead. 

Broad Match Modifier and Updated Phrase Match Explained

First things first, what is a Broad Match Modifier (a.k.a. BMM) match type in Google Ads? In simplest terms, BMM means your ads can be served any time a user searches keywords you specifically target (or close variations of those terms). Users could search those keywords in any order – with additional keywords before, after, or between terms – and it would qualify your ad. 

Now, Google Ads will change BMM to Updated Phrase Match, which means you’ll be able to maintain the behaviors of BMM except for the word order. With Updated Phrase Match, Google only matches your ad against a keyword phrase you designate, in that exact order, when it’s important to the meaning of the search (in other words, the search intent). 

Here’s a helpful visual on what these changes will look like after the update is complete:

As you can tell, Phrase Match keywords map to more relevant search queries and intent, so businesses can expect to attract more qualified traffic and leads. It streamlines keyword management and saves time, too.

When Will the Changes Happen? 

Google Ads is already incorporating the behaviors of BMM into Updated Phrase Match, so any Phrase Match keywords added to campaigns automatically operate under these parameters and maintain the order of keywords. In July 2021, support will end for BMM keywords, but ads will continue to serve against them under the behaviors of Updated Phrase Match. If you convert BMM to Phrase Match, however, the performance data will not carry over. 

What This Means for Your Ads 

With Updated Phrase Match becoming the new standard, it means businesses will need to monitor performance of ad campaigns. Traffic may fluctuate as BMM goes away, so those responsible for managing paid ads may need to make adjustments to bids, budget, and targeting as performance shifts. 

For more information on managing the transition, get in touch with our team