At the beginning of the year, Google announced that it would roll out changes to phrase match and broad match modifiers.
This feature allows advertisers to reach potential clients and customers with the following keyword match types:
- Exact match for precision
- Broad match for reach
- Phrase match and broad match modifier for a balance of both
At that point, the only languages available included English, German, Spanish, French, Italian, Dutch, Portuguese, and Russian. This treatment will start rolling out to the rest of the remaining languages that Google Ads supports. The process will begin in June and is expected to be finished in July.
Microsoft is releasing their own phrase match in North American markets with other markets in June.
Source – Search Engine Land