Microsoft Ads broad match modifier keywords now serving ad broad match

Starting on March 15, Microsoft Advertising will be changing the way broad match modifier (BMM) keywords are served for search ads. Currently, BMM keywords serve as phrase match, but they will now begin to serve as broad match. This change will be rolled out gradually, and Microsoft Advertising expects to maintain stable performance. The company has been working to improve the algorithmic performance of broad match, and it expects this change to deliver high-quality results. Broad match modifier (BMM) keywords will now serve as broad match, which means that the keywords will match with a wider range of search queries.