Google decided to end the use of broad match modifier match type.
So what will be the impact of one of the most significant changes in Paid Search?
As of July, phrase match type will cover the queries previously covered by broad match modifier. This little schema gives us a clear overview of what would be triggered with the given search query. The focus behind this decision is to capture the intent behind a query more precisely and more efficiently. To achieve this objective, Google upgraded its broad match type as it is now looking for additional signals.
Prepare yourself :
Once Google rolls out the new behavior globally, you’ll no longer be able to create new broad match modifier keywords. However, existing broad match modifier keywords will continue to serve under the new behavior. That’s why starting now; we recommend reviewing your Google ads account and the match types used, avoiding traffic variation due to the changes.