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6/05/21 · Our changes to phrase match and broad match modifier By Friday, June 4, phrase match will begin to incorporate behaviors of broad match modifier (BMM) to simplify keywords and improve your relevancy when reaching customers This is the same change as what Google Ads announced back in February of this year · So, in short, the keyword match type allows you to define how similar search queries should be to your keywords in order to trigger your ads Let's jump right ahead to an overview of the different keyword match types The Four Keyword Match Types There are four keyword match types in Google Ads Broad match the default one6/02/ · Exact Match Type With Exact Match, Google allows your ad to be triggered when customers are searching for your exact keyword or close variants of your exact keyword Close variants include searches for keywords with the same meaning as the exact keywords, regardless of spelling or grammar similarities between the query and the keyword Google Ads A