Modified Broad Match is Leaving Soon: How Advertisers Are Moving Forward


In February 2021, those who primarily used the modified broad match to nail down specific keywords and help influence ad campaigns had to adapt quickly.

Search queries on Google, instead of using the decade-old broad match modifier (BMM), had to opt for the updated phrase match type. When somebody searches for something on Google, phrase and BMM match types are the most common methods.

What is Modified Broad Match?

Modified Broad Match takes the broad match type in Google search and gives it an extra boost. The broad match modifier allowed users to input a plus sign to modify their broad searches. If we use the example of '+animal +hospital,' multiple ads with the specified keywords would show up. The broad match keyword you enter, regardless of order, will show up in various ways.

Where Did the Modified Broad Match Go?

On February 18th, 2021, Google took out the broad match modifier, instead opting to expand the use and criteria for the phrase match type. Advertisers, however, can still use BMM until July. 

What Are Match Types?

There are a few key different match types. Each existing match type behaves differently. For instance, a broad match type has the lowest threshold for showing your ad than phrase match types.

It's useful to quickly go over the main match types when talking about the modified broad matches.

Let's take a closer look at the types and delve deeper into their unique functions.

Broad Match Types

Broad match types are the brand of match targeting that has the most flexibility. For instance, any similar broad match keywords can show your ad on searches. The order of advertiser keywords isn't crucial to this search.

Phrase Match

Phrase match types are when you use keywords in a specific phrase. For instance, if you were to put "animal hospitals" into the search engine, your ad for the exact phrase, "animal hospital" would likely show up. This means, however, that phrases like "hospitals for animals" wouldn't show up. The order of the words is crucial in this search.

Exact Match

Exact match is for advertisers to have their ads show up when Google users type in the exact keywords. An exact search will show ads when somebody searches your exact keyword or similar keyword variant.

Exact matches usually don't have a lot of traffic compared to something like the broad match modifier. However, if someone searches for an exact match, chances are good that you will receive a higher CTR rate. After all, someone is specifically looking for the services you provide if you configure your keywords in the manner.

What Does This Mean For Advertisers?

Advertisers now have to depend on phrases and exact match types. This has caused a considerable rift in the PPC community. Advertisers frustrated with Google constantly changing its algorithm and match types are irritated. After all, if they heavily used BMM, advertisers could see a marked decrease in CTR, visits, and conversions.

However, advertisers who have been using phrase matches will probably benefit the most. With the new phrase matching, new advertisers can have an easier time with keyword research and keyword matching.

Final Thoughts on Modified Broad Match

Until July 2021, advertisers can still create broad match modifiers. However, afterward, they need to adapt to updated phrase matching. 

However, the broad match modifier going away isn't the end of the world for those who utilized it exclusively. The new phrase match offers some promising possibilities going forward for advertisers and marketers.

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