Google Phasing out Support for Broad Match Modifier and Brings Its Behaviour into Phrase Match

Google has just announced upcoming changes to phrase match and broad match modifier. To simplify the keyword portfolio and help advertisers reach more relevant user searches, Google is  bringing behaviors of broad match modifier (BMM) into phrase match, and phasing out support for BMM. This will be a gradual rollout that will change the back end processing for keyword match types (AdWords API, Google Ads API, Google Ads scripts) in order to simplify keywords and make it easier to reach relevant customers.

The updated phrase match will contain the best of both match types: the control of phrase match, and the expanded reach of broad match modifier. Both phrase and BMM keywords will continue to work and beginning February 18, 2021 for our first wave of languages (English, German, Spanish, French, Italian, Dutch, Portuguese, Russian), keywords using the phrase or BMM notations will begin to use the updated phrase match behavior. In Q2 we will begin the same process for all other Google Ads languages, and expect to complete in July 2021.

In July 2021, once all languages have the updated phrase match behavior, advertisers will be prevented from creating new BMM keywords (but any legacy BMM keywords will still work).

The changes to phrase match and BMM will not impact negative keyword match types.