Google Ads to phase out support for broad match modifier

Google Ads this week announced that is phasing out support for broad match modifier. According to Google, starting mid-February, both phrase match and broad match modifier keywords will begin to transition to a new matching behavior: the new phrase match.

The new phrase match will expand to cover additional broad match modifier traffic while continuing to respect word order when it’s important to the meaning.

Example of queries that will no longer match after the update

• +resume +services = what are some customer service skills to put on a resume
• +best +sneakers = best prices on sneakers for toddler
• +used +printers = companies that used daisy wheel printers

Example of queries that will match after the update

• “holidays in zambia” = holiday spots in zambia
• “long sleeve dress” = long sleeve lace dress
• “womens boots” = new womens size 37 boot

Google expects to complete the transition for the new matching behavior in July, this year. By then, advertisers will no longer be able to create new broad match modifier keywords, and existing broad match modifier keywords will continue to serve under the new behavior.

Google is recommending advertisers to create new keywords in phrase match going forward and is recommending advertisers to not take any immediate action to active campaigns, as this behavior will be applied to both match types.