Microsoft Advertising are updating their phrase match keywords to bring them in line with changes made by Google Ads.

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    Microsoft Ads phrase match keywords will start to include broad match modifier traffic. This change is expected to come into play in mid-may. It’s designed to simplify keywords and improve ad relevance. Broad match modifier keywords will go away in August.

    This change is rolling out in the US and Canada first. It will then start to roll out into other markets in June.