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The Hidden Dangers Behind Google Ads Deprecating Broad Match Modifier Keywords

Shaun Bond
February 15, 2021
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Google Ads Deprecating Broad Match Modifier Keywords

There is never a dull moment when it comes to Google and paid search, and it looks like this year will be no different. As Google prepares to mothball the BMM match type, get on the front foot of this change with our guide on how to prepare and overcome potential hidden dangers you might face as it rolls out.

In this article, we give you an overview of the change and what this means for you and your business. We highlight the 3 major issues this change creates and then step you through how you can overcome these, either manually in the Google Ads Interface, or by leveraging our automation in PPC Samurai. Finally, we have the key FAQ’s provided by Google on this update.

  • What’s Changing And What That Means For You
  • Three Dangers We Can See With This Change
  • How To Overcome These Manually Using The Google Ads Interface
  • How To Overcome These Using PPC Samurai’s Automated Workflows
  • Some Useful FAQ’s Direct From Google

The Two Ways To Overcome These Dangers

Manually using the PPC Samurai
Manually using the Google Ads Interface

Some Useful FAQ’s direct from Google:

What will happen if I have the same keyword in phrase match and BMM?

You may notice some traffic shift from BMM to phrase match keywords. Because both keywords will have the same matching behavior once the change is fully rolled out, some queries that previously matched to BMM will become eligible to match to your phrase keyword. For this reason, we recommend paying close attention to your budgets to ensure the campaigns containing the phrase keywords are able to absorb the additional traffic.

Once the change has fully rolled out, you may optionally use the “Remove redundant keywords” recommendation in your account to clean up duplicate phrase/BMM keywords in the same ad group.

If I convert my BMM keywords to phrase match (or any other match type), will I lose the keywords’ history?

Keep in mind: Your existing BMM keywords will continue to work and there are no performance benefits to converting your BMM keywords. If you do decide to convert a BMM keyword to another match type, it’s as if the keyword was deleted and then a new keyword was created. That means that the historical stats associated with the keyword will not carry over to the new keyword. These stats will continue to exist in your account at the ad group, campaign, and account level, they just won’t be associated with the converted keyword.

How will the change affect my automated bidding strategy whether using Google Smart Bidding or 3P tools? Should I expect to reset my targets?

Smart Bidding will automatically optimize to and set bids on new traffic based on your performance goals.

  • If you are using Target CPA or Target ROAS: Ensure budgets are uncapped so that Smart Bidding can automatically drive more traffic at your ROI goal. Targets don’t need to be adjusted if your performance goals are the same
    • Note: Spend may increase as the strategy drives more volume at your target CPA or ROAS. If you want to optimize within a daily budget instead, you can use Maximize conversions or Maximize conversion value.
  • If you are using Maximize conversions or Maximize conversion value: We will continue to optimize within your daily budgets. If you are using a Max* and want to drive more volume as a result of this update, you may increase your budgets to do so.
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