From July 2021, advertisers will not be able to create new BMM keywords (broad match modifier). Existing BMM keywords can still be activated or paused but phrase match keywords should serve for the same search queries as BMM moving forward.

What is BMM? 

Broad match modifier keyword match type was the bridge that filled the gap between broad match type and phrase match. It allows advertisers to have more control over search queries without comprising search volumes. Now Google is treating BMM under phrase match so if you have phrase match keywords in your account, you are collecting data under the phrase match keywords and no impression volumes will be lost.

Google’s tips

Google recommends duplicating your existing BMM keywords to a different match type, phrase or broad. Although Google’s optimisation score is pushing harder for advertisers to adopt broad in order to increase their account’s score if smart bidding strategies are used on the campaigns.

Adding full broad match type keywords will generate more impressions and clicks to your site, but will likely draw in more irrelevant search queries without proper attention to keyword exclusions. 

Other recommendations include removing keywords that have been deemed as redundant by the algorithm and paying close attention to new keyword opportunities within the recommendations tab as well.

Our tips

From experience, these recommendations cannot be applied without a detailed review as suggestions from Google’s automation practices have been somewhat irrelevant or too broad for your keyword expansion and may harm performance rather than enhance.

We recommend the adoption of phrase match as this will be a necessity for higher reach and works well with the exact match type. Broad match is also great but needs to be used carefully to ensure budget is not wasted unnecessarily due poor search query management as broad match gives advertisers the least amount of control on who adverts are served to.