Google Ads announces end of support for Broad Match Modifier Keywords

Google Ads, the most popular advertising platform, connects you with people looking for what you have to offer. Since its launch, the platform has evolved rapidly and introduced several features to better display your ads to your customers. Yesterday, Google has taken another step to make search ads easier for businesses like yours to reach the right customers. Starting in two weeks, Phrase match will expand to cover broad match modifiers since both the matching types cover a lot of same use Cases. Google anticipates the global rollout to be completed by June, and from July, you will no longer be able to create new broad match modifier keywords.  

Currently, you can reach people using the following match types. 

  1. Exact Match 
  2. Phrase Match 
  3. Broad Match Modifier 
  4. Broad Match

With the change in matching behavior, you can reach searches using phrase match without the worry of getting displayed for searches you don't want while continuing to respect word order when it’s important to the meaning. Google uses the example of an moving company to help us understand more about the new matching behavior. With the new update, you can reach people looking to move from NYC to Boston, for example, without showing up for people looking to move from Boston to NYC.

About changes to phrase match and broad match modifier [Diagram]

Additional examples include:

Broad match modifier keyword

Queries that will no longer match after the update

+resume +services

what are some customer service skills to put on a resume

+best +sneakers

best prices on sneakers for toddler

+used +printers

companies that used daisy wheel printers


Phrase match keyword

Queries that will match after the update

“holidays in zambia”

holiday spots in zambia

“long sleeve dress”

long sleeve lace dress

“womens boots”

new womens size 37 boot 


What's happening to broad match modifier? 

Google stated that it will phase out support for broad match modifier. To avoid business disruptions, Google plans to roll out changes over several months. 

  • Starting mid-February, both phrase match and broad match modifier keywords will begin transition to new matching behavior. 
  • From July, the platform does not accept any broad match modifiers. 
  • Any existing broad match modifiers will continue to serve under new matching behavior. 

Best practices : 

Since the matching behavior is applicable to both the match types, there is no need for an immediate action. However, to keep up with the upcoming changes, Google recommends the following best practices:  

  • Use the phrase match and word order to display your ad for relevant searches. 
  • Follow the recommendation tab to improvise your ads. 
  • When you are using broad match keywords, consider Smart bidding to avoid losing coverage and still get better results. 
  • Continue to monitor your Ad campaign performance and adjust campaign settings/budgets if there fluctuations in results. 
  • Continue to use negative keywords to avoid paying for irrelevant searches.