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How to bulk change BMM campaigns to Phrase campaign

PPC Blog, Display Advertising, PPC Blog, Google AdWords, Paid Social Media Blog, PPC Blog 17th Feb 2021

(This is the transcript from our new video so it may not read as well as a normal blog post would)

Hello, my name is Ellie and I’m the senior paid media executive here at Koozai. Today I’m going to talk to you about a new change being made to keyword match types in Google Ads. As of this month, so February 2021, phrase match will begin to incorporate behaviors of broad match modifier to simplify keywords and make it easier to reach relevant customers. With this change, both phrase and broad match modifier keywords will have the same matching behavior, meaning BMM will essentially over time become extinct. As of July 2020, you’ll no longer be able to build out BMM keywords and the options will only be exact match, phrase match and broad match. This means any support for BMM keywords will no longer be as of then. As a result of this, I’m going to show you how you can easily bulk change your BMM campaigns to phrase match campaigns on Google Ads Editor. So make sure you have Google Ads Editor downloaded. It’s free online. And make sure you’ve connected your account up to this. Once you’ve done this, you should be able to see all of your campaigns up here on the left. The first thing to do is to change the name of your campaigns. So I would always recommend having a good naming convention, which includes the match type of the keywords included in the campaigns. For example, BMM with BMM keywords in the campaign. So in this search bar, we can search for the word BMM. And this will show us all of the campaigns with the word BMM in the name. Then if you highlight all of these, and click Replace Text, and choose the option of campaign name, we can then find a text, which says BMM. And replace it with phrase or if you want, just PH or whatever your naming convention is but something to signify that a campaign will now contain phrase match keywords. We then click OK and this will now change all the names to phrase. Now we need to change the keywords within these campaigns to phrase match. So we can highlight all of these campaigns along here. And we can go to keywords on the bottom left-hand side. You can then highlight all of the keywords and over here, we can change the match type from broad to phrase. The only other thing we need to do now is get rid of the plus symbol in all of the keywords. This is there to represent the BMM match type, so we need to get rid of these to make them a phrase match type. So again, make sure they are all highlighted, which they still all are. We then want to use the replace text again. So this time, we want to select keyword. And we want to find anywhere there is a plus and replace it with nothing. So make sure here we’ve got no spaces, no characters at all. And click OK. So this has now got rid of all the pluses. We can now click Post. And click Post here. And that will now change all BMM campaigns to phrase campaigns.

Ellie Spinks

Senior Paid Media Executive

A Latin and Ballroom national champion, it’s safe to say that Ellie knows her way around a dance floor and can throw a few shapes. She spent a month teaching maths to school children in Fiji which we think is pretty cool, but what we’re super excited about is the fact that Ellie is a self-confessed amateur cook and baker. We’re so looking forward to getting our hands on some tasty treats to try - second opinions are always required, right?

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