If you're still typing +running +shoes into Google Ads, here's some bad news: that plus sign has done nothing since mid-2021. Google quietly killed Broad Match Modifier — and the keywords you copied from an old campaign now run as full broad match, burning budget while you think you're still in control.
What actually changed
For years, Broad Match Modifier was the match type smart advertisers leaned on. You put a + in front of each word, like +buy +sneakers, and Google would only show your ad for searches containing both words, in any order. It was the sweet spot between control and reach.
In February 2021 Google announced BMM was going away. By July 2021 it was gone. Three match types are left:
- Broad match — keyword (no symbols)
- Phrase match — "keyword" (quotes)
- Exact match — [keyword] (square brackets)
BMM's behavior didn't vanish. It got folded into phrase match. Phrase match today matches searches that carry the meaning of your keyword, not just the exact words in a fixed order.
What the + symbol does now — nothing
This is the dangerous part. Type +sunscreen +cream and Google won't throw an error. No warning. It just ignores the + and runs that keyword as broad match.
So a keyword you meant to keep tight quietly becomes your widest keyword. Broad match shows your ad for anything Google decides is "related" — including searches you'd never choose to bid on.
When to use each match type
Exact match — when you know what works
[keyword] only matches searches with the same meaning and intent. [women's running shoes] can still match "ladies jogging shoes" because the meaning lines up, but it won't match "men's running shoes".
Use it on keywords that have already proven they convert. It gives you the tightest grip on CPC.
Phrase match — the sweet spot on a small budget
"keyword" matches searches that contain the meaning of your keyword. Word order matters when it changes that meaning.
For a founder spending ฿5k–50k a month, this is the safest default. You get more reach than exact match without the chaos of broad.
Broad match — only with Smart Bidding and conversion data
Modern broad match isn't the broad match of 2015. It uses a lot of signals: your landing page, the other keywords in the ad group, the user's recent search history.
But it only works if you've got Smart Bidding (tCPA or tROAS) plus stable conversion tracking. Still on Manual CPC? Broad match will torch your budget fast.
The trap nobody talks about
In 9 out of 10 accounts I check, the problem isn't picking the wrong match type. It's pasting in old keywords.
You've got a campaign built back in 2020, full of +keywords. You duplicate it for a new launch. Every keyword with a + now runs as broad match. You think you're keeping spend tight — but Google is showing your ad on the widest possible searches.
How to check: open the Search Terms Report and look at the last 14 days. If you see weird queries that have nothing to do with your product, that's broad match leaking in from old + keywords.
Quick reference
| Situation | Match type |
|---|---|
| Keyword that's proven it converts | Exact [keyword] |
| Tight budget, want control | Phrase "keyword" |
| Used to run BMM +keyword | Move to phrase "keyword" |
| Smart Bidding + stable conversions | Broad match |
| Still on Manual CPC | Don't touch broad match |
What to do next
Open Google Ads, go to Keywords, and find any keyword still carrying a +. Switch them all to phrase match ("keyword"). Then check the Search Terms Report for broad match quietly eating your budget.
When you build a blueprint in AdBlueprint, look at the Keyword strategy field. It recommends a match type based on your budget and the conversion data you actually have — so it won't hand you broad match before you've got Smart Bidding running.
