phase out of bmm to phrase match

[Laura (Ontario Business Central)]

Hi,

 

I am wondering if with the changes tomorrow if it is better for us to remove all BMM keywords from our campaigns?

My understanding from what has been posted is that this will roll out over the next number of months and we are better to keep an eye on our account and that our BMM keywords will continue on and we may want to move them or change our bidding accordingly.

Please advise.

 

Thank you,

Laura

Ontario Business Central Inc.

416-599-9009 EXT 222

1-800-280-1913 EXT 222

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[Google Ads API Forum Advisor Prod]

Hi Laura,

Thank you for reaching out.

Since it appears that you are referring to this recent blog post, then as mentioned :

"Both phrase and BMM keywords will continue to work and beginning February 18, 2021 for our first wave of languages (English, German, Spanish, French, Italian, Dutch, Portuguese, Russian), keywords using the phrase or BMM notations will begin to use the updated phrase match behavior."

"In July 2021, once all languages have the updated phrase match behavior, advertisers will be prevented from creating new BMM keywords (but any legacy BMM keywords will still work)."

That being said, since BMM keywords will still work, you may choose to keep them until further observations on their new behavior have been collected. Depending on the effect it has on your account, you may then update your bids or remove them and replace them with new phrase keywords.

The list of impact that advertisers can expect are also listed below :

Advertisers predominantly using phrase match are expected to see an incremental increase in clicks and conversions

• This is due to the additional queries to which these keywords will now be eligible to match. For example, “holidays in zambia” as a phrase keyword will now begin to match to “holiday spots in zambia”, which was previously only eligible for BMM.

Advertisers predominantly using BMM are expected to see a slight decrease in clicks and conversions

• The majority of this loss is from BMMs where the modifier was only applied to part of the keyword, e.g. tennis +shoes.
• In addition we are now considering word order when it’s important to the meaning of the keyword, so some matches that previously matched to BMM will be filtered out.

If you have further clarifications, please let our team know and we'll be happy to assist you.

Best regards,

Peter Laurence Napa Oliquino Google Ads API Team

 

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