Google Ads gave us an early Valentine's Day gift. No, it wasn't a box of chocolates or free ads for the holiday.

They announced that the sun is setting for Modified Broad Match – one of the keyword match types used to determine which searchers receive your ads. This is yet another impactful (and sudden) change for paid search marketers.

Keywords kick off their migration to the updated match type beginning in late February. So, you can already expect this to influence the results you pull from ad analytics tools.

Here we'll take a deeper look at the different match types, the expected changes, and how you can navigate the transition - successfully