Google’s updated phrase match simplifies keywords and worries advertisers What advertisers are gaining and losing under the new treatment, and what they can do to prepare for the rollout. George Nguyen on February 9, 2021 at 9:00 am More Google’s recently announced updated treatment of phrase match to include broad match modifier (BMM) traffic is the latest in a series of changes its made to its keyword match types. These changes place the emphasis on machine learning and automation over manual inputs from advertisers. There has been a mixed reception from advertisers, with some acknowledging how similarly BMM and phrase match have behaved, and others denouncing the change as a move to strip away more data and controls from advertisers so that Google can extract as much profit from auctions as possible.