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Google’s updated phrase match simplifies keywords and worries advertisers “I saw this coming” was a common reaction to Google’s announcement last week about including broad match modifier (BMM) traffic in its updated phrase match treatment. That’s because the announcement is in line with the years-long series of changes the company has made to emphasize machine learning and automation over manual controls from advertisers. “The thing advertisers are gaining is a match type solution that better mimics how match types currently work,” Kirk Williams, owner of ZATO Marketing, told us. However, phrase match keywords are losing out on word order in some circumstances, and those that were reliant on BMM can expect to see fewer clicks and conversions. Google, though, seems to be gaining more control over the auction as transparency and data have dwindled down over the years. ....
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. ....