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Google Ads, Microsoft Advertising, and Yahoo! Japan are phasing out the broad match modifier. Some of the behaviors have been added to the phrase match type. In support of these changes, Search Ads 360 has changed how it processes the broad match modifier in keyword templates in inventory campaigns. When Search Ads 360 encounters the bmm function in a keyword template, it will now generate a new phrase match keyword instead of a broad match keyword.
Advertisers aren't required to make any changes to manual campaigns or inventory campaigns that specify the broad match modifier.
6/22/2021
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