Google has finally killed broad match modified keywords. They have removed one of the things that made my life easier, broad match modified keywords (BMM). Now you may be thinking this really sucks and it does to a certain extent. You’ll have less ability to take mitigated risks to show up for new potential keywords and less freedom on Google Ads to do as you please. This may seem terrible and BMM is gone forever but what Google has done is combine BMM with phrase match. Yes, they managed to screw up two good things and make one bad thing. That’s what I thought at the beginning at least.

Now that I’ve read over the material I can understand why they did what they did (more ad dollars) and how it doesn’t negatively impact us that bad. In all honesty, most of the campaigns I run had a combination of BMM, phrase, and exact match keywords. With BMM now out of the picture that reduces the amount of time I have to spend manually entering keywords. You may be thinking what about the results?

Most of the campaigns I manage have seemed little to no change with the removal of BMM. There have been a few issues with accounts that were in their infancy and I’ve had to add broad match keywords for the first week or two just to find potential positive and negative keywords to add. When all is said and done Google Ads is still an amazing resource for many businesses and for the ones that can adapt a potential gold mine.

Grit Those Teeth,

Matthew D. Miller