When it comes to Google Ads, few topics create as much confusion today as the broad match modifier. If you’ve been running campaigns for years, you probably remember using the “+keyword” syntax to fine-tune your reach. If you’re new to Google Ads, you may have heard of it while searching for the best keyword strategies.
The challenge is that the broad match modifier, or BMM, has been officially phased out; yet, it still appears in discussions, tutorials, and even in older accounts.
This guide clears up the confusion once and for all. We will examine the broad match modifier, its removal by Google, and what you should do instead in 2025.
What Was Broad Match Modifier?
Broad match modifier was once a keyword match type in Google Ads. Advertisers used the “+” symbol in front of keywords to tell Google that specific words had to be included in a user’s search for the ad to trigger. For example, the keyword +running +shoes would show your ad for searches like “cheap running shoes” or “best shoes for running,” but not for “sneakers for athletes.”
Marketers loved BMM because it struck a balance. It gave more control than plain broad match, which could match very loose queries, while still offering more reach than phrase match, which required keywords to appear in a specific order.
Typical use cases for BMM included:
- Capturing a wider audience without being as unfocused as a broad match.
- Testing new keywords while maintaining some control.
- Filling the gap between phrase and broad to manage cost per click more efficiently.
What Happened to the Broad Match Modifier?
In 2021, Google announced the removal of the broad match modifier. Over the following months, all BMM keywords were transitioned to behave like phrase match. Today, you can no longer create new BMM keywords, and any existing “+keyword” terms in accounts function as phrase match.
Google explained this move as part of its effort to simplify keyword match types. Instead of juggling four match types (broad, phrase, exact, and BMM), advertisers now manage only three: broad, phrase, and exact.
Microsoft Advertising followed a similar path, also removing BMM support.
Why Did Google Deprecate BMM?
Google’s reasoning was straightforward. The platform is heavily focused on automation and machine learning. By consolidating match types, Google believes advertisers will see better results with less complexity.
Phrase match was expanded to take over most of what BMM used to cover. It now matches based on the “meaning” of a query, rather than just exact words and order. In other words, phrase match became more flexible, while broad match evolved into a smarter option when paired with Smart Bidding.
What to Use Instead of BMM in 2025
If you’re still searching for broad match modifier strategies, here’s the truth: BMM is gone for good. But you do have alternatives that cover the same needs.
- Phrase Match: This is the closest replacement for BMM. It ensures your ads show when queries include the meaning of your keywords, even if the order varies. For example, the phrase “moving services” could match “services to move” or “local moving company.”
- Broad Match with Smart Bidding: Broad match today is far smarter than it used to be. It uses signals such as user behavior, location, and intent to determine when to display your ad. When paired with Smart Bidding strategies like Target CPA or Target ROAS, broad match can find conversions you might not capture with phrase or exact.
- Exact Match: For high-value terms where precision is crucial, exact match remains the gold standard. It ensures your ads only trigger when the query matches your keyword closely.
The choice depends on your goals. If you want control, lean on a phrase and exact. If you want reach and are confident in your tracking and bidding setup, broad match can be powerful.
Negative Keywords in 2025
One area that often confuses advertisers is the use of negative keywords. In 2025, Google still supports three types of negatives:
- Negative Broad
- Negative Phrase
- Negative Exact
Negatives do not behave the same way as positive match types. For example, a negative broad keyword, such as “free shoes,” will block searches containing both “free” and “shoes,” but not variations like “shoes for free.” You often need to add multiple versions of negatives to block all unwanted traffic.
A common myth is that you can create “broad match modifier negative keywords” using the + symbol. This is not true. Google does not support any modifier syntax for negatives. Stick with the three supported negative types when building your lists.
Broad Match in 2025: How It Works Now
Broad match has come a long way. In 2025, it no longer behaves like the loose, uncontrolled broad match of the past. Instead, it relies on Google’s machine learning to understand intent. It considers signals like:
- The user’s search history.
- Their location.
- Other keywords in the ad group.
- The likelihood of a conversion.
Google also introduced new testing options in 2025, making it easier to A/B test broad match against phrase or exact within the same campaign. Advertisers are encouraged to test broad match in controlled environments to see if it drives incremental conversions.
The main takeaway is that broad match is most effective when you have strong conversion tracking, Enhanced Conversions, and Smart Bidding in place. Without these, broad match can waste spend.
How to Transition From Old BMM
If you still have legacy BMM keywords in your account, here’s what to do:
- Audit your account: Identify any keywords that still use the “+keyword” format.
- Replace with updated phrase match: Since BMM now acts as phrase match, duplicate coverage can occur. Clean up duplicates to simplify your account.
- Test broad match where appropriate: For campaigns that require more reach, consider introducing broad match with Smart Bidding, but monitor it closely.
- Layer negatives: Build a robust negative keyword list to control irrelevant traffic, especially when experimenting with broad match.
Conclusion
Broad match modifier is gone, and it is not coming back. But that doesn’t mean you’ve lost control of your keywords. Phrase match has absorbed much of what BMM offered, while broad match has become smarter when paired with automation.
The best approach in 2025 is to build your campaigns with phrase and exact match as the core, then test broad match with Smart Bidding for growth. Manage your negatives carefully, maintain strong tracking, and you’ll adapt successfully to the post-BMM world.
Frequently Asked Questions on Broad Match Modifiers
No. You cannot create new BMM keywords. Any old ones act as a phrase match.
They function as a phrase match. You may have duplicate coverage if you also use phrase keywords.
Phrase match is more flexible. It now matches based on meaning, not just word order.
No. You need to add variations manually if you want to block them.
Yes, but carefully. Broad match works best with Smart Bidding, Enhanced Conversions, and audience signals in place.
