One of the most important and basic elements of PPC are keywords and match types. As we all know, just like anything else in the digital marketing space, these specific elements won’t remain static, at least for long. Eventually, they will change and evolve to keep up with the needs of digital marketing.
According to Search Engine Journal, the “current iteration of phrase match has only been around since the middle of February 2021, when it absorbed some of the functionality of broad match modified (BMM) keywords.”
In the same SEJ article, Frederick Vallaeys shows us that the important things that we need to know about the new phrase match.