Marketers React To Google’s ‘Remove Redundant Keywords’ Update

Posted by

What method to ring in the new year with a fresh Google Ads update?

On January 4, Google emailed advertisers who presently have the auto-applied recommendation “remove redundant keywords” allowed on their accounts.

The email specified starting January 19, Google will begin eliminating redundant keywords across different match types.

First reported by Robert Brady by means of Twitter, advertisers quickly required to numerous social media outlets to share their issues over the brand-new upgrade.

What’s Changing?

Presently, among Google’s auto-applied recommendations permits the system to get rid of redundant keywords of the exact same match type within the same ad group.

With the January 19 upgrade, Google’s updated its policy to remove redundant keywords throughout different match types.

Basically, Google will get rid of phrases or precise match keywords if a broad keyword covers the search query.

A portion of the email from Google below details more detail:

< img src="https://cdn.SMM"alt ="Google's change to the

redundant keyword policy will enter into effect on January 19, 2023.”/ > Advertisers Alike Cause Uproar Greg Finn didn’t hold back his opinion on the policy update announcement: On what planet does this

make good sense? Google Ads is changing the definition & execution of a suggestion AFTER IT HAS CURRENTLY BEEN APPLIED. This need to be a various suggestion. How could anyone EVER apply a @GoogleAds suggestion to an account again? #ppcchat

— Greg Finn (@gregfinn) January 4, 2023

Other online marketers chimed in on Greg’s post with similar beliefs:

So, what makes this upgrade so questionable with marketers? As others have actually explained, one of the primary issues is that Google has altered the meaning of an existing auto-applied recommendation. With such a substantial change, it’s argued that

this should be a brand-new recommendation for advertisers to opt in or opt-out of. Another issue is around Google’s capability to deal with context and belief in an appropriate matter. Finally, the agreement is that these updates are again aimed at small companies and beginner marketers to handle their accounts more efficiently.

However where does that leave the knowledgeable marketers who have spent years testing and improving their keyword strategies?

Google Ads Liason Deals With Advertiser Concerns

After connecting to Google for comment, the official Google Ads Liason responded by means of Twitter on January 5:

Marketer Mike Ryan created a well-thought-out response that was well-received by the pay per click community on LinkedIn. He included a suggestion to assist avoid scenarios like this in the future. The thread continues with extra information and FAQs:

In the thread reply, Marvin attended to the following from Ryan’s letter:

  • The test went through multiple models prior to releasing
  • The test was stopped briefly early on due to a bug
  • Many experiments at a time can trigger communication obstacles
  • Total results of the redundant keyword experiment were positive


If you are currently opted into Google’s auto-applied suggestion to get rid of redundant keywords, the new policy will enter into effect on January 19.

The new policy will not make any retroactive modifications to your account. Nevertheless, since this is not a new suggestion, you would have to disable this auto-applied recommendation if you do not want to participate.

A substantial modification from Google so early on in the brand-new year could be an indicator of even more considerable changes later on.

The open discussion between advertisers and the Google Ads Liason is an exceptional action towards further openness and factor to consider for all online marketers– novice or experienced.

An unique thank you to Google Ads Liason Ginny Marvin for quickly attending to marketers’ questions and transparently.

Featured Image: ViDI Studio/SMM Panel