Broad match modifier in Google Ads: What changed and how to adjust your keyword strategy

In 2021, Google began phasing out Broad Match Modifier, impacting millions of advertisers globally. Being precise and efficient is very important for digital advertising to succeed today.

Many companies still turn to Google Ads to reach their intended audience, with the broad match modifier (BMM) being a key yet little-known feature.

Statista reveals that in 2022, paid search advertising generated a global revenue of $144.8 billion, with Google Ads being the main reason.

This guide outlines BMM, why Google deprecated it, and what you should do to optimize your keyword strategy today.

What was the broad match modifier in Google Ads?

The broad match modifier on Google Ads lets advertisers target ads to searches that include set keywords or their close variations, but with more control than a basic broad match.

If you add a plus sign (+) in front of a keyword (e.g., +running +shoes), Google will present your ad only when someone uses those terms or variations that are synonymous or misspelled. For example:

Keyword: +blue +suede +shoes
Triggered searches: “blue suede shoes for men,” “suede blue shoes,” “buy blue suede sneakers”
Non-triggered searches: “red suede shoes,” “blue leather boots”

Why Google removed the broad match modifier: Automation and intent matching

Google removed the broad match modifier (BMM) in 2021 to move toward automation and intent-based matching. The key reasons include:

1. Simplified keyword management: Advertisers had to manage multiple match types (broad, phrase, exact, BMM). By combining
2. BMM behavior into updated Phrase Match, Google aimed to reduce complexity and improve campaign efficiency.
3. Better use of machine learning: Google’s algorithms can better understand user intent. With this, exact word control (like in BMM) becomes less necessary. Instead, broad and phrase match types now use AI to match ads with the most relevant queries, even when users phrase them differently.
4. Improved intent matching: The new system focuses on meaning, not just specific words. For example, if someone searches for a “cheap flight to Lagos,” Google will match it with ads that understand the travel intent, not just the keywords.
5. Faster campaign optimization: By leaning on automation, advertisers can spend less time manually refining keywords and more time improving creatives and strategy.

Keyword strategy after BMM: Phrase match and broad match

With the removal of the Broad Match Modifier (BMM), advertisers now need to adjust their keyword strategies by leaning toward phrase match and broad match, which have evolved to reflect user intent better. Key strategy adjustments:

1. Use phrase match for controlled relevance

• Phrase Match now includes many of BMM’s benefits.
• It matches queries that include the meaning of your keyword, even if the exact order changes slightly.
• Ideal for campaigns that still require moderate control over who sees your ads.

2. Use broad match for smart reach (When paired with smart bidding)

• Broad Match works best with automated bidding strategies like Maximize Conversions or Target CPA.
• Google uses signals (like user behavior, location, and search intent) to show your ads to more relevant queries.
• It helps test new keywords or expand your reach, but it should be monitored closely.

3. Regularly monitor search terms: With the broader reach of Phrase and Broad Match, search term reports are essential for identifying irrelevant matches and adding negative keywords.

4. Group similar intent keywords

• Organize ad groups by intent, not just by wording.
• This ensures better ad relevance, higher Quality Scores, and improved CTR.

How to audit your BMM keywords today

If you previously relied on BMM keywords, here’s how to audit and transition them effectively: Step-by-step BMM keyword audit:

1. Export all existing BMM keywords
   • Use Google Ads Editor or download it from the keyword tab on your account.
   • Identify keywords with “+” modifiers (e.g., +buy +laptop +online).
2. Check for redundancy
   • Phrase Match now captures most of the same traffic as BMM did.
   • Remove duplicate keywords (e.g., +buy +shoes and “buy shoes”) to simplify your account.
3. Replace BMM with the updated phrase match
   • Convert your BMM keywords into Phrase Match equivalents.
   • Example: Change +luxury +car +rental to “luxury car rental”.
4. Update Ad group structures if needed
   • Reorganize ad groups to align with Phrase and Broad Match behavior.
   • Focus more on themes and search intent than specific keyword structures.
5. Review search terms regularly
   • After transitioning, monitor what queries are triggering your ads.
   • Add negative keywords to filter out poor matches and protect your budget.
6. Test broad match (Carefully)
   • Test Broad Match in low-risk campaigns or with automated bidding to evaluate reach and cost-efficiency.

Common mistakes to avoid with the broad match modifier

Even though BMM plays a big role, minor errors can lessen its effectiveness. There are a few traps you should avoid, as mentioned here.

1.  Overusing modifiers: Using the + symbol before every word in a keyword can prevent potential visitors from the long-tail traffic they might be searching for. Stick to the key phrases that tell Google what a user hopes to accomplish.
2. Leaving out a negative search term: Negative keywords should not be overlooked, as not having them can trigger ads for irrelevant searches, increasing costs and reducing the return on ad spend. According to the results of your search terms reports, add new negative keywords to your list.
3. Not paying attention to close variants: Google will match your search with synonyms, misspelled words, and similar terms. If these are not part of the analysis, it may cause unforeseen consequences. Check the search term reports to see how Google understands your keywords
4. Set-and-forget mentality: BMM must be regularly monitored and improved. Since people’s search and behavior habits change regularly, checking your keywords and updating your SEO approach is essential.

Broad match modifier vs. other match types

One way to better understand BMM is to compare it to the other match types available in Google Ads:
1. Match type: Broad match

• Example keyword: running shoes
• Triggered searches: running gear, sneakers
• Pros: Maximum reach
• Cons: Low relevance, high cost

2. Match type: Broad match modifier

• Example keyword: +running +shoes
• Triggered searches: running shoes for men, trail running shoes
• Pros: Balanced reach and relevance
• Cons: Requires negative keywords

3. Match type: Phrase match

• Example keyword: “running shoes”
• Triggered searches: best running shoes, running shoes sale
• Pros: High relevance
• Cons: Limited reach

4. Match type: Exact match

• Example keyword: [running shoes]
• Triggered searches: running shoes
• Pros: Maximum precision
• Cons: Minimal reach

The future of the broad match modifier in 2025

As Google improves its advertising tool, the BMM rules will continue to matter, even though they are now supported by phrase match.

Using AI for advertisements and people using voice search will change how BMM keywords are ranked.

One example is voice search, which is growing quickly and makes up 20% of all searches from phones, meaning that it often includes more conversational phrases, much like those picked up by BMM.

As user intent and machine learning play a bigger role at Google, advertisers should ensure their keywords reflect what people are searching for.

Utilizing the power of the broad match modifier for PPC success

Combining the broad match modifier with phrase match is useful for anyone wishing to reach many potential customers and stay relevant.

To achieve this, you should use BMM, do a detailed analysis of keywords, use negative keywords when you design campaigns, and regularly keep optimizing your website. By practicing BMM, your campaigns will stay ahead of the competition as digital advertising grows.

Since global advertising is growing and people use search engines for most of their web activities, revisiting your Google Ads approach is essential. Use BMM, monitor your activities, and witness your campaigns perform well.

FAQs

Q.1 What is the difference between broad match and broad match modifier?

Broad match puts your ad in front of people who searched for related words, but the broad match modifier shows the ads when the search is close or matches other terms. According to Forbes, maxing out match targeting can lead to a 200% higher ROAS.

Q. 2 Is the broad match modifier still offered by Google?

Since 2021, BMM has been included in phrase match, which helps it capture queries with related terms or variations, supporting BMM’s focus on both reach and relevance.

Q. 3 Is BMM capable of succeeding with long-tail keywords?

Yes, BMM helps a website focus on special, smaller keywords by including them in the search.

Related Articles

Tier 1 countries in digital marketing: What they are and why they deliver the highest ROI

300×250 Ad unit guide: Why it is one of the best-performing display banner sizes in 2025

Best YouTube Ad examples: What makes them convert and how to apply their strategies