Phasing Out Broad Match Modifier in Google Ads

Google has announced their plan to phase out support for broad match modifier keywords. Phrase match will begin to incorporate behaviors of broad match modifier (BMM) to simplify keywords and make it easier to reach relevant customers. This is the fifth time that Google has changed its keyword match type rules (2014, 2017, 2018, 2019, and 2021), and every time, it has brought with itself uncertainty to PPC advertisers and opened new algorithms for accounts that are still following the best practices of yesteryear.