Starting In Late July, You’ll No Longer Be Able To Create New Broad Match Modifier Keywords With The +Keyword Notation

Google announced in February that we’re simplifying match types by combining the control of phrase match with the expanded reach of broad match modifier. As part of this change, both phrase and BMM keywords have adopted this updated matching behavior and are now the same. This means that keywords using the +keyword and “keyword” notations are now identical in how they match.

Starting in late July, you’ll no longer be able to create new BMM keywords with the +keyword notation. However, existing BMM keywords will continue to serve using the updated phrase matching behavior. You’ll be able to edit attributes of your BMM keywords like bid or status, but if you want to edit the keyword text you’ll be prompted to change it to phrase match.