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(This is the transcript of our new video, so it may not read as well as a normal blog post would)

Hello, my name is Ellie and I am the senior manager of paid media at Koozai. Today I’m going to tell you about a new change to keyword match types in Google Ads. Starting this month, so February 2021, Phrase Match will begin incorporating broad match modifier behaviors to simplify keywords and make it easier to reach relevant customers. With this change, the keywords for both phrase and broad match modifiers will have the same matching behavior, meaning that BMM will essentially shut down over time. As of July 2020, you will no longer be able to create BMM keywords and the options will only be exact match, exact phrase, and broad match. This means that any support for BMM keywords will no longer be from there. Therefore, I am going to show you how you can easily bulk change your BMM campaigns to phrase match campaigns on Google Ads Editor. So make sure that Google Ads Editor is downloaded. It’s free online. And make sure you’ve connected your account to that. Once you’ve done that, you should be able to see all of your campaigns here on the left. The first thing to do is to change the name of your campaigns. So I would always recommend having a good naming convention, which includes the type of keyword match included in the campaigns. For example, BMM with BMM keywords in the campaign. So in this search bar we can search for the word BMM. And that will show us all the campaigns with the word BMM in the name. Then if you highlight all these items, click on Replace Text and choose the option of campaign name, then we can find some text, which says BMM. And replace it with a phrase or, if you want, just PH or whatever your naming convention is, but something to mean that a campaign will now contain match keywords. We then click on OK and this will now change all the names to sentences. Now we need to replace the keywords in these campaigns with exact phrase. So we can highlight all these campaigns here. And we can access the keywords at the bottom left. You can then highlight all the keywords and here we can change the match type from broad to expression. The only other thing we need to do now is remove the plus symbol in all the keywords. This is there to represent the BMM match type, so we need to get rid of it to make it a sentence match type. So, again, make sure they’re all highlighted, which they always are. Then we want to use the alt text again. So this time we want to select a keyword. And we want to find wherever there is a plus and replace it with nothing. So make sure here that we don’t have any spaces, no characters at all. And click OK. So this has now eliminated all the benefits. We can now click Publish. And click Publish here. And this will now turn all BMM campaigns into phrase campaigns.

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