Google Broad Match Modifier Retired (2021)
BMM behaviour merged into phrase match; BMM keywords could no longer be created from July 2021.
DateFeb 2021 (began)
PlatformGoogle Ads
TypeKeywords
Who it affectsSearch advertisers
What happened
Google merged broad match modifier behaviour into phrase match from February 2021 and stopped allowing new BMM keywords from July 2021, simplifying match types to exact, phrase and broad.
Who it affected
Search advertisers.
What it means for marketers today
Broad match now relies on Smart Bidding and signals. Review your search terms report regularly. See how to read the search terms report.
Related
See the full Google Ads History: Every Major Change (2000–2025)