By the end of July 2021, Google plans to scale out broad match modifier (BMM) keywords. You won’t be able to construct new BMM (Broad Match modifier) keywords using the +keyword notation.
“Existing BMM keywords, on the other hand, will continue to operate with the updated phrase matching behavior,” Google stated. The properties of the ad, such as the bid and status, may still be changed, but if you want to change the keyword text, you’ll have to convert it to phrase match”.
It’s a good idea to convert your keywords if you haven’t already because current BMM keywords are already processed with the extended-phrase match behavior. You’ll be able to gather new keyword metrics sooner rather than later now that you’re not dealing with a deprecated match type. It may also make account management simpler.
Use the “Remove redundant keywords” advice to spotlight the BMM keywords when the term occurs as a phrase match in the same ad group. To make your job easier, Google has provided bulk edit solutions within Google Ads and Google Ads Editor, allowing you to quickly change BMM terms to the match type you require.
A BMM keyword is removed and replaced with a new keyword of the same match type when it is converted. This means that the statistics for the new keyword will start again, but advertisers will still be able to access the previous performance data for the old BMM term.
Predictably, many marketers in the community disagree that eliminating the modified wide match type gives them greater power. Rather, it appears to be in keeping with Google’s goal of automated/smart bidding, they claim.
“As a result of this change, accounts that rely heavily on phrase match keywords might expect a rise in ad impressions, clicks, expenditures, and even conversions. With the ‘more broad phrase’ match, these keywords will be more versatile, allowing businesses to reach visitors they couldn’t previously.”
According to Google, this change is going to bring the best of broad match modifiers into phrase matches. The reason for this, according to Google, is that phrase match and broad match modified keywords “often serve the same use cases, and that by combining the two, you may reach more of the appropriate customers.”
This update also gives you greater control over your keywords and makes it easier to manage them in your account (by saving you time spent monitoring particular phrases).
However, many marketers in the community disagree that eliminating the modified broad match type will offer them greater impact. Instead, they claim that it appears to be in keeping with Google’s goal of automated/smart bidding, with Google in charge.
Advertisers may see an increase or decrease in traffic. User queries that previously matched to keywords in one match type may now be eligible to match to a phrase or a historical BMM keyword, resulting in a shift in volume. As a result, marketers must monitor their accounts and, if required, adjust their spending to match the increasing volume. A list of other outstanding practices is also included in the document.