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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.  

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. These ad campaigns help digital marketers either to promote company's products and services, create brand awareness or nurture leads in the buying process. Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.