Back in early 2021, Google began phasing out the Broad Match Modifier (BMM) in Google Ads, blending its functionality into Phrase Match to create a more streamlined and intent-driven approach. This shift was part of Google’s broader push toward AI and machine learning in paid search.
As of 2025, advertisers can no longer create new BMM keywords, and existing BMMs are now treated as Expanded Phrase Match. This updated match type combines the control of Phrase Match with the reach of BMM, allowing ads to show for queries that closely align with the meaning of the keyword, not just the exact phrasing.
How Phrase Match Changed After Broad Match Modifier’s Phase-Out
Phrase Match (PM) has been a core keyword match type in Google Ads for years, but it changed significantly when Broad Match Modifier (BMM) was sunset in 2021. Today, Phrase Match absorbs much of the traffic that previously would have matched under BMM, offering a balance between control and broader reach.
The new Phrase Match still aims to preserve word order, but only when that order affects meaning. If reordering the words doesn’t change the user’s intent, Google may still show your ad.
For example, words like “garage sale” will be preserved and not matched to their reflection “sale garage”, as the word’s meaning significantly changes. For phrases like “vacation Hawaii” the word order can be in any form, as the meaning is the same either way.
Google’s intent is to use machine learning to understand context better than before, so advertisers can reach users more effectively, even when exact phrasing varies slightly. This update means your Phrase Match keywords can now match a wider range of relevant queries without losing the focus on intent.
Language Rollout and Negative Keywords
This updated Phrase Match behavior was first released in English, German, Spanish, French, Italian, Dutch, Portuguese, and Russian. If your campaigns run in other languages, expect the new match logic to roll out later in the year.
Negative keywords are not affected by these changes. They’ll continue to function as they always have, filtering out irrelevant traffic based on exact terms or phrases. That means you can still rely on your existing negative keyword strategy to maintain quality and control.
What’s the Difference Between the Keyword Match Types?
Google Ads offers several keyword match types that determine which searches trigger your ads. These match types vary in how closely the user’s query must align with your keyword. Below is a breakdown of how match types worked before and after the removal of Broad Match Modifier (BMM).
Match Types That Existed Before 2021
Before Google phased out Broad Match Modifier in 2021, advertisers could choose from four distinct match types. Each type provided a different level of control over which queries would show your ads.
Exact Match
Example keyword: [blue shirts}
Behavior:
- Triggers only searches with the exact words, possibly in reverse order due to close variant handling.
- Does not match if there are extra words (e.g., blue women shirts would not match).
Phrase Match
Example keyword: "blue shirts"
Behavior:
- Matches searches that include the exact phrase, possibly with additional words before or after.
- Order matters if it affects meaning.
- Example match: long sleeve blue shirts.
Broad Match
Example keyword: blue shirts
Behavior:
- Matches queries with similar phrases, close variants, and related meanings.
- Example matches: dress shirts, blue tops.
Broad Match Modifier (BMM)
Example keyword: +blue +shirts, +blue shirts, +blue +shirts
Behavior (prior to phase-out):
- Each +word had to be present in the query (or close variants), in any order.
- Extra words were allowed between or around them.
- Example match: Milano silk blouse navy.
![Exact Match Example keyword: [blue shirts] Behavior: Triggers only searches with the exact words, possibly in reverse order due to close variant handling. Does not match if there are extra words (e.g., blue women shirts would not match). Phrase Match Example keyword: "blue shirts" Behavior: Matches searches that include the exact phrase, possibly with additional words before or after. Example match:long sleeve blue shirts. Order matters if it affects meaning. Broad Match Example keyword: blue shirts Behavior: Matches queries with similar phrases, close variants, and related meanings. Example matches: dress shirts, blue tops. Broad Match Modifier (BMM) Example keyword: +blue +shirts, +blue shirts, +blue +shirts Behavior (prior to phase-out): Each +word had to be present in the query (or close variants), in any order. Extra words were allowed between or around them. Example match: Milano silk blouse navy.](https://cdn.prod.website-files.com/66d6d6010390c94b7642cd67/66d6d6010390c94b7642d0aa_Screen-Shot-2021-02-22-at-4.47.41-PM.png)
How Match Types Work After 2021
Since the 2021 update, Google has simplified match types, primarily by merging Broad Match Modifier functionality into Phrase Match. Here's how each match type behaves today, powered by machine learning and a stronger focus on user intent.
Exact Match
No changes: Continues to match queries that closely align with the exact keyword.
Phrase Match
Examples: "garage sale", "blue shirts"
Changes:
- Scenario 1 (order matters):
No change. Example match: garage sale near me. - Scenario 2 (order does not matter):
Google now uses intent-based matching. Example:- “blue shirts” can also match: shirts that are blue, blue short-sleeve shirts.
Broad Match
No changes: Still captures the broadest range of relevant searches based on user intent
Why Did Google Change the Way Broad Match Modifier and Phrase Work?
BMM seemed like a great hack to bring in additional quality traffic, however, it was being used often in place of Phrase Match. Most keywords were added with the ‘+’ sign. This signaled to Google that the advertiser wanted to prioritize each word in the phrase instead of trying to prioritize words based on what was best for the business. For instance, phrases such as ‘+Netflix shows about +historical events’ were instead changed by advertisers to ‘+Netflix +shows +about +historical +events’. Eventually, BMM organically lost its initial intent, hence, the new update.
What Did This Change in Advertising?
Many advertisers were concerned about losing additional traffic, which was one of the beneficial factors of Broad Match Modified. Back then, with no options to prioritize specific words, the new updated PM promised to be the smart match type to trigger, not based on the word order or close variant, but also intent and meaning, thus filtering out traffic, yet improving quality. The first changes appeared in mid-February with BMM and PM fusing into this new updated PM. As both BMM and Phrase will inherit this new Phrase functionality, existing BMM served as the new PM until July 2021 when BMM functionally was phased out.
What Expanded Phrase Match Meant for Your Google Ads Account
Each account will vary depending on how many of the search impressions are coming from each match type. Let’s analyze a scenario where more than 50% of impression share is coming from a current PM. This account surely sees an increase in impression volume, as it will match to a broader query inheriting from BMM.
For instance “vacations in Hawaii” will also match “vacation destinations in Hawaii”. If more than 50% of impressions are coming from BMM keywords, this will most likely lose traffic due to a decline in impressions. For instance, +tickets to Miami will become “tickets to Miami” and will not prioritize the word ticket in any way. What we need to do with all this information:
- Analyze the account by identifying higher volume PM and BMM keywords and label them to monitor before and after Feb 18.
- Run a historical search term report to identify some logical term phrases that may be lost due to this change.
- There may be some overlapping keyword occurrences when BMM keywords fuse into the new Phrase, so label the duplicates. Monitor closely during the transition and after and keep the best performer.
It’s easy to see that advertisers with high BMM or partial BMM search volume might see a decline in impressions because, in those cases, these new phrase keywords will be matching to fewer searches.
Phrase Match Best Practices
Now that Phrase Match has absorbed Broad Match Modifier functionality, it's critical to adapt your keyword and account strategies to maintain performance and efficiency. Below are four action steps to guide your approach.
1. Monitor Search Terms Routinely
As this system is an algorithm, it's not guaranteed to catch everything. By reviewing the search query report weekly, we’ll be able to identify any new keywords that do not align with business needs. These can later be added as negative keywords. Inversely, keywords may be left out because of BMM morphing into Phrase; in this case, keywords that originally brought in traffic may need to be added back in under Phrase or Exact Match.
2. Start with a Diversified Match Strategy
Any new keyword production should include Exact, Phrase, and Broad Match to ensure full keyword coverage. Where accounts are significantly limited by budget, Broad Match can be uploaded but paused until needed. We recommend setting up match types at the campaign level as performance varies between match types. The budget is set at the campaign level, hence, match types can be split in order to let spend continue for more efficient match types rather than sitting in the same campaign.
3. Consider Using Broad and Smart Bidding
For accounts requiring additional traffic, experiment Broad paired with Smart bidding (e.g., ‘Maximize Conversions’) where there is enough conversion volume for statistical significance (at least 50 conversions per month, per campaign) as that’s what Google is ultimately suggesting. More on Smart Bidding.
Broad Match Identifier FAQs
What Can I Expect to See With My Phrase and BMM Traffic?
For your phrase keywords, it’s possible you might see an increase in traffic volumes. It is recommended that you closely monitor your search terms report and account performance. For your BMM keywords, especially those using modifiers on some words but not all (for example +moving services), it’s possible you might see a decrease in traffic volumes. To avoid losing traffic volume, consider taking the following actions:
- Add additional relevant PM keywords
- Add broad match keywords paired with a Smart Bidding strategy
- Compare your BMM keywords’ performance over time to see which search queries show decreased traffic, and add new PM keywords where there are decreases
When Did This Change Take Place for My Language?
In February 2021, the new matching behavior began to roll out for both phrase and BMM keywords in English, German, Spanish, French, Italian, Dutch, Portuguese, and Russian. The updated PM went into effect for all remaining languages on July 2021. In the meantime, phrase and BMM keywords in these languages continue to use the old definitions:
- PM: Matches user searches with the keyword phrase (or close variations of the phrase) with additional words before or after. Close variations include terms with the same meaning.
- Broad match modifier: Matches user searches with all the keyword terms designated with a + sign (or close variations of those terms) in any order. Close variations include terms with the same meaning. Additional words may appear before, after, or between the terms
Did it Impact My Keyword Quality Score?
This change did not impact the Quality Score. Learn more about Quality Score.
What Happened To My BMM Keywords That Use Modifiers on Some Words But Not Others?
Broad match modifiers no longer operate on a word within the keyword. If you use a keyword such as +moving services, the operator now applies to both words, similar to +moving +services or “moving services”.
How To Convert BMM Keywords to PM?
Keep in mind: Your BMM keywords continue to work and there were no performance benefits from converting. If you chosed to convert your BMM keywords to PM, the BMM keywords’ performance statistics carried over to the new phrase instances of the keywords. Additional tools were launched to easily convert BMM keywords throughout that year.
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