How Losing Broad Match Modified Will Impact Your Google Ads

Changes in Google Ads is an aspect everybody depends on. And in February 2021, Google integrated phrase match to use behaviors of Broad Match Modifiers (BMM). This was an aspect meant to simplify keywords and help relevant customers get relatable results quickly.

As such, the BMM keywords would exhibit the same matching behavior. More importantly, the new matching behavior will take into account word order. For instance, a search phrase such as “heavy haulers in Boston” will also cover “affordable heavy haulers in Boston.” However, the phrase match won’t be able to address searches for reversed keywords.

Types of Broad Match Modified Keyword

The changes introduced four types of match, which include the broad, exact, phrase, and negative. Every single match dictates how a user’s query matches their specific chosen keyword and will come in handy before a keyword is triggered.

According to Google, 15% of all searches on their platform are unique and it may prove difficult for the advertisers to get an exact match. And this is why they have integrated the match type like broad and phrase. This scenario helps to show ads when the search query is relatable to the keyword.

Advertisers get to enjoy the benefits that come with additional conversions.
Though they are supposed to give Google some flexibility when it comes to matching types, especially in cases where they want to employ a hybrid keyword match approach.
They should emphasize certain words in the keyword relatable to the business and be less strict about others.

For instance, a plumbing business that has offices only in London should lay much stress on the aforementioned city in their keyword. Though they may change other words in the phrase like replacing plumbing with craftsman and so on.

An advertiser may show significance to the keyword they wish to stress by adding a plus side in front of the word in question.

And this is the foundation of the Broad Match Modified (BMM) keyword.

Full Versus Partial BMM

There are two types of keywords namely full and partial BMM. In cases where the keywords have a plus sign in front of them, they are referred to as partial BMM. These types of keywords are preferable to advertisers as they give them more control.

It is what advertisers got with the exact match but it provided additional search volume derived from some words in broad match. But as advertisers came to realize, partial BMM was not meant for distinct match types nor did it integrate a user-friendly interface tailored to guide the parties interested to use it. And due to this scenario, advertisers didn’t use it as it was intended.

Due to the situation, Google implemented full BMM for most advertisers. People realized the plus sign didn’t always have to come in front of every word. But up-to-date 55% of the people are using the plus sign in front of the keyword.

More importantly, over 95 percent of advertisers are using BMM in their undertaking and it is working for them.