3 ways PPC campaign management could soon change

Eventually, phrase and exact match will likely be phased out in favor of broad match. When Google retired modified broad match in 2021, it also augmented the functionality of phrase match. Google Ads has made DDA the default attribution setting for new conversion actions since October 2021. Search (broad match only) to cover Google's largest property. Optimization score suggestions into auto-applied recommendationsThe last area of disruption due to automation and AI is optimization scores (or OptiScore) within Google Ads.