Google Ads Phrase & Broad Match Keyword Preferability & BERT

There is a ton to pack into Google Ads announcement that they named "matching the most relevant keyword to every search." There is a change to both phrase and broad match keywords when they match are handled, what happens when they are not identical and how Google uses BERT to better match keywords to queries.

from Search Engine Roundtable https://ift.tt/3u6MRch