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image credit: Kārlis Dambrāns / Flickr

Microsoft Advertising to treat phrase match the same way Google Ads does

Microsoft Advertising will expand phrase match to include broad match modifier traffic, the company announced Tuesday. The change, which will start in mid-May, is to “simplify keywords and improve your relevancy when reaching customers,” the announcement reads. This new treatment for phrase match will bring the platform in line with Google Ads’ updated phrase match, which rolled out in February.

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