Climb Logo

Climb Marketing Blog

Climb Marketing/Our Blog/The Crux Episode 15: Google Ads is Updating Broad Match Modifier & Phrase Match Keywords

The Crux Episode 15: Google Ads is Updating Broad Match Modifier & Phrase Match Keywords

David Oltean | February 25, 2021 | Digital Advertising, The Crux Podcast

Spotify | Apple Podcasts | Google Podcasts | | Pocket Casts | Overcast | Breaker | RadioPublic

In episode 15 of The Crux, Riley Duncan, Robbie Bolog, and David Oltean discuss the recently announced Google Ads update that is phasing out Broad Match Modifier (BMM) keywords and altering Phrase Match features. The conversation outlines the recent update’s impact on search advertising and offers advice for Google Ads users to help prepare for the update.

This Discussion Helps to Explain:

  • What the recent Google Ads update entails
  • What Broad Match Modifier and Phrase Match keywords were, and what the new updated Phrase Match features will be
  • The challenges for search advertisers due to Google’s reduction in control over keyword targeting
  • How search advertisers can review their keyword targeting strategy to ensure the update will not affect performance
  • Google’s push toward automation with recent updates to Google Ads features

Related Resources:

We Want To Hear From You!

Do you have any thoughts of your own about the recent Google Ads update? Feel free to email us at There’s a chance we’ll feature your comment or question on an upcoming episode.

Don't Miss Our Expert Insights

Subscribe to the Climb Marketing newsletter and be the first to hear about industry news and client success strategies that could help your company gain visibility online.

  • Climb Marketing needs the contact information you provide to us to contact you about our products and services. To learn more about our privacy practices and commitment to protecting your privacy, please review our Privacy Policy.

    This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.