Google Phrase Match: Everything You Need to Know

Keywords and match types are one of the most fundamental elements of PPC but like almost everything else in technology, there is constant change.

Even if you’re a seasoned PPC veteran, the Google Ads phrase match you grew up with is probably no longer the phrase match we have today.

In fact, the current iteration of phrase match has only been around since the middle of February 2021, when it absorbed some of the functionality of broad match modified (BMM) keywords.

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