Google announced that in some countries and languages, the new Phrase Match is already rolled out.
“As of April 2021, the updated phrase match behavior is available in the following languages: English, German, Spanish, French, Italian, Dutch, Portuguese, and Russian”
…and,
“After July 2021, legacy BMM keywords will continue to serve, they’ll just behave as if they were phrase keywords.”
Source: https://support.google.com/google-ads/answer/10286719?hl=en
To see how this new phrase-matching behavior differs from BMM, I decided to run some campaign experiments where the only difference is that BMM keywords in the Experiment are replaced by Phrase match versions.
In theory, this should help me predict what will happen to my BMM keywords in July, and anticipate the change in match type behavior.
Who wants to join me in the experiment and share results?
– Nils