Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/psp2Jason Rothman - https://rothmanppc.com/Chris Schaeffer - https://www.chrisschaeffer.com/Show Notes:We've been getting a lot of questions from clients about phrase match search terms, so we thought it was a good time to recap the changes to phrase match and broad match modified incorporated earlier this year as mentioned in this Google Ads Help article. If you embrace it by using your negative keyword skills and second-level thinking, there are a lot of opportunities.  (6:22) Introduction to the main topic

(8:21) Changes to phrase match and broad match modifiers and Jason's theory about personalized results (https://support.google.com/google-ads/answer/10286719)

(16:21) Examples of how the changes are affecting results

(29:31) Should I just run exact match keywords?

(32:26) Is the looseness a bad thing or a good thing?

(34:54) Does Google know about the user? 

(38:08) Do search terms even matter? 

(39:20) How do I control my search terms?

(40:30) How does this affect brand campaigns?

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