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Google Ads: Important Updates (January 2021)


Important: Updates to phrase and broad match modified keywords


by Absolute Digital


Starting on February 18th, phrase and BMM keywords will begin to match the same user searches. With this updated matching behaviour, ads may show on searches that include the same or more specific meaning as your keyword. This can lead to an increase in traffic on any phrase match keywords and a slight decrease in traffic on any BMM keywords.


To simplify keyword match types, this new phrase match will fully replace BMM by July. Your existing BMM keywords will continue to work, and you can use phrase match keywords for new keywords you would have previously added as BMM.


You don’t need to take any action to benefit from these updates. For more information on the new behaviour, including how it will roll out to different languages and best practices, read our announcement post.




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