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.
What’s happening. 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. Advertisers who have tested this new system have reported seeing an improvement in conversion volume while maintaining the cost per acquisition (CPA).
Updating your accounts. There is no need for advertisers to take any action at this point. Microsoft Advertising recommends that advertisers monitor their performance for at least two weeks before making any adjustments. This change will not impact bidding strategies or 3rd party bidding, and the company encourages advertisers to continue using autobidding just as they do today.