Phrase match is dead. Long live phrase match!

When Google launched their broad match modified match type some years ago, some marketers hailed the demise of phrase match as something of a foregone conclusion. Many, ourselves included, quickly shifted gears and rolled out new campaigns using a combination of broad match modified (BMM), exact match and negative match keywords. And others did not. Let’s consider why we did this. First — and this should be writ large wherever AdWords advertisers congregate — no one likes broad match. No one except, perhaps, Google. Using broad match is essentially lazy, the equivalent of holding out your hand with all your money it in and letting Google take what they want. They’re getting better — broad match is nowhere near as bad as it used to be — but it still allows Google a freedom you wouldn’t want your car mechanic or your electrician to have. As a result, many advertisers instead opted for phrase match and exact match for their keywords, often Search Engine Land Source

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