Introduced in 2011, the Broad Match Modifier (BMM) quickly became a favourite among early digital marketing professionals. It offered a perfect middle ground between the control of Phrase Match and the reach of Broad Match, a bridge between precision and exploration. To recap, the Broad Match Modifier allowed ads to appear when the specified keywords,ContinueContinue reading “The End of Broad Match Modifier: What It Means For Marketers”