The recent update of phrase match from Google includes the broad match modifier traffic which is a range of changes it has made to the keyword match types. It lays more emphasis on automation and machine learning over manual inputs from the advertisers. Many advertisers are not happy with the change and see it as a move that strips away control and data from advertisers so Google can generate more profit from the auctions.
This update speaks to the overarching trend but the advertisers have to ensure that the campaigns perform and PPC experts need to have the right tips and techniques on what to do ahead of the change as it rolls out. Google has stated that this update will allow businesses to reach more customers and save time but advertisers do not agree about the trade off between control and data and automation.
All is not lost for advertisers. Elimination of BMM can help them save time because there will be fewer options. Small businesses will not have to spend a lot of time optimising the campaigns. But machine learning does not help small accounts and only works for bigger accounts. This could lead to higher inequality amongst the businesses.
Advertisers can adopt the new phrase match treatment by exporting the current data and taking a good look at how the phase and modified broad match perform in the accounts to get an idea of what to expect after the change has rolled out. Advertisers need to understand that Google will consider the word order and it can filter out searches that once matched to BMM. Doing regular search on Google for the keywords you want to bid on will help align with the SEO goals as an advertiser.