To help you prepare for these developments, we’ve highlighted three key changes that will affect your PPC strategy:
- While support for BMM will end, Phrase match will expand to include additional Broad match modifier traffic.
- The new Phrase will continue to respect word order “when it’s important to the meaning”.
- The new Phrase match type will not trigger all the same search queries previously expected by BMM. This is because Google will no longer trigger for queries which it deems as inappropriate based on semantics.