Breaking News: Google Announces Keyword Match Type Changes

Google has announced that Broad Match Modified keywords and Phrase Match keywords will be merged starting 18 February 2021. Google has notified customers via email:

This announcement means that Phrase Match keywords will behave like a Broad Match Modified keyword. So you’re likely to see an increase in impressions and clicks if you’re using Phrase Match keywords in your account.

This means it’s important to review the keyword match types in your ad groups, and it also makes the use of negative keywords even more important if you’re planning to continue using Phrase Match keywords.

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