Google’s roller coaster ride is at it again! In early February, advertisers opened their email only to be surprised with Google’s latest update. In a bold move, Google Ads is removing one of the most popular keyword match types. Starting now, Google will begin gradually including broad modified match (BMM) type behavior into their new version of phrase match. By July 2021, Google will have finished phasing out the use of the broad match modifier match type, and they will act solely as the new...