Google has started setting out a future without Broad Match Modified, with it’s announcement that BMM & Phrase match will achieve the same results from the 15th Feb, and later BMM will be phased out in July this year.

BMM has been a go-to for Search marketers for a while now, allowing an extra little bit of control over the types of terms their clients wish to appear for.As Google pushes marketers towards more ‘smart’ campaigns with bidding methods, DSA (Dynamic Search Ads) & RSA (Responsive Search Ads) all seemingly taking away the normally granular control over keywords, many marketers will be concerned that more control is being taken out of their hands.

Changes to match types aren’t anything new with many PPC specialists often reporting that “Exact isn’t exact anymore” as specific keywords are triggering for broader terms, synonyms, Plurals/singular etc. Many will be working more on their negative keywords to maintain some level of control & other areas such as more enticing ad copy & better performing landing pages instead.

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