Quoting Google, “Starting in February 2021, Phrase Match will begin to incorporate behaviors of broad match modifier (BMM) to simplify keywords and make it easier to reach relevant customers.”
Sounds a bit technical?
Let’s simplify it for you…
What is Phrase Match Keyword
Your results might show you ads on searches that are not exactly similar, but includes the meaning of your keyword.
For example – suppose your keyword is “tennis shoes”. Your results page might show you ads on “shoes for tennis”, “best tennis shoes”, or, “best shoes for tennis”, etc.
What is Broad Match Modifier (BMM) Keyword
Your results might show you ads on searches that are related to the keyword you typed in.
For example – your keyword is “tennis shoes”. Your results page might show you ads on search terms like “best sports shoes”, etc.
Now, coming to the update. Google said that from February 2021, that is this month, the behavior of the BMM, will be incorporated with the behaviors of the phrase match keywords.
In other words, the features of ‘B’ (taken as BMM), will be mixed with the features of ‘P’ (taken as Phrase Match). That’s it.
From July 2021, you won’t be able to create any BMM keywords in your Google Ads account, but the same features will be available through phrase match keywords functionality.
Fortunately, if you have been using BMM keywords previously in your Google Ads accounts, you don’t need to change anything. The keywords will continue working using the new behavior.
For the time being, this update will only be available in 8 languages, namely, English, Spanish, French, Dutch, German, Italian, Portuguese and Russian. The other Google Ads languages will be updated later this year.