Updated phrase match behavior supported in new Search Ads 360
In the new Search Ads 360, broad match modifier (BMM) keyword support in advertising platforms has ceased. Any existing broad match modifier keyword legacy templates found in the new Search Ads 360 will function as phrase match keywords.
You aren’t required to make any changes to keywords in your new Search Ads 360 manual campaigns or keyword templates in templates campaigns to transition broad match modifiers to phrase match.
In manual campaigns, your existing broad match modifier keywords will continue to work and new Search Ads 360 will continue to report on them.
If the new Search Ads 360 does encounter the BMM function in a keyword template, it will generate a new phrase match keyword instead of a broad match keyword.
This article describes how new Search Ads 360 processes the deprecated broad match modifier if it is found in legacy keyword templates.
Newly generated broad match modifier keywords converted to phrase match
Even though the broad match modifier has been phased out, new Search Ads 360 won’t automatically remove the broad match modifier from any of your keyword templates. Instead, the new Search Ads 360 converts the broad match modifier into a phrase match keyword only if a new keyword is generated. That is, if the new Search Ads 360 would have generated a new broad match keyword prior to this change, the new Search Ads 360 will now generate a new phrase match keyword. Updates to your feed may cause new Search Ads 360 to add or remove keywords. Previews and reporting tables display the phrase match type for new, “converted” keywords.
Previously-generated broad match modifier keywords aren’t changed or converted into phrase match keywords. The user interface continues to display “Broad” as the match type of broad match modifier keywords.
In the following example, the keyword template creates three broad match keywords with the broad match modifier and one phrase match keyword.
Keyword template
| Keyword template | Match type | |
|---|---|---|
| 1 | bmm(ticket_class) | Broad |
| 2 | brand_name | Phrase |
| 3 | bmm_formula_column = flights from & f:¨origin_country¨ & ¨ẗo ¨ f:¨destination_country¨ | Broad |
| 4 | flight_type | Broad |
Preview of keywords generated before the switch to updated phrase match
| Keyword | Match type |
| +business class flights | Broad |
| +standard class flights | Broad |
| +economy class flights | Broad |
| "Albatross Flights" | Phrase |
| +flights+any USA to Europe | Broad |
| Transatlantic flights | Broad |
Preview of keywords generated after the switch to updated phrase match
| Keyword | Match type | |
|---|---|---|
| "business class flights" | Phrase |
Newly generated keywords with phrase match type. |
| "standard class flights" | Phrase | |
| "economy class flights" | Phrase | |
| "Albatross Flights" | Phrase |
Existing phrase match keyword. No changes. |
| "flights + any USA to Europe" | Phrase |
Newly generated keyword with phrase match type. |
| Transatlantic flights | Broad |
Existing broad match keyword. No changes. |
The new Search Ads 360 won’t generate duplicate keywords from keyword templates
The new Search Ads 360 will only generate a new phrase match keyword from a keyword template with a broad match modifier if an ad group doesn't already include the phrase match keyword.
The new Search Ads 360 will continue to evaluate the template, and add or remove keywords as necessary.
Converted keywords remain in the same ad group
New broad match modifier keywords that are automatically converted to phrase keywords remain in the same campaigns and ad groups.