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How we’re preparing for the latest keyword updates in Google Ads

Being prepared for keyword match type changes

As many of us in the world of PPC will know, back in February Google announced that they were incorporating the behaviours of Broad Match Modifier (BMM) into Phrase match (PM) keyword types. 

To refresh your memory, this means that from July 2021 we will no longer be able to create new BMM keywords and current BMM keywords will begin to behave as Phrase Match. This means that the new format will respect the word order when it’s important to the query meaning. 

Keyword match type changes from broad match modifier to phrase match

Many times over the past few years, Google has reduced our control over keyword match types with the promise of improved performance through automation. 


Our plans for the rollout happening in July 2021

From receiving confirmation the rollout has completed, the team at Ortus will not only be working to ensure all of our clients Google Ads accounts are up to this new best practice but taking this one step further. 

  • With campaigns utilising Smart Bidding, we’ll be gradually consolidating our search campaigns to feed Google the maximum amount of data we can to maximise performance and achieve campaign goals. 
  • Keeping a close eye on traffic levels and search query reports, these new changes may cause an uplift in clicks for previous PM keywords. Before the change PM respected word order but the update will only respect word order when important to the meaning. 
  • For campaigns using Broad match modifier, there is the chance we may see a decrease in traffic as the changes may filter out searches that would have previously matched a query that now won’t be considered important to the word order. 
  • We’ll be keeping an eye on search query reports as always to ensure we’re spotting any new terms coming through from our clients current keywords.