Changes to Broad Match Modifier

Mar 1, 2021 | Industry Updates

Google has changed the rules again, but don’t worry, we’ve got your back!

MatchCraft prides itself on delivering exceptional service to our reseller and agency partners and the latest announcement from Google gives us another chance to shine. Earlier this month, Google announced that support for Broad Match Modified (BMM) keywords is being phased out. True to form, MatchCraft’s engineering, product, and taxonomy teams have already begun evaluating the impact of the change and are actively working on enhancements to the AdVantage platform to make the transition as seamless as possible for our partners.


Details are being communicated to our partners and more information will be released as it becomes available, but the short answer is “we’ve got this”. The battle tested technology and Client Engagement teams that our partners rely on will handle the heavy lifting and make the necessary changes. You won’t have to do a thing unless you really want to. And in that case, we will provide guidance and direction driven by our trusted expertise in local advertising.

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