Advertisers Respond To Google’s ‘Remove Redundant Keywords’ Update

Posted by

What way to ring in the new year with a fresh Google Advertisements upgrade?

On January 4, Google emailed advertisers who currently have the auto-applied suggestion “remove redundant keywords” enabled on their accounts.

The e-mail mentioned beginning January 19, Google will start getting rid of redundant keywords across various match types.

Initially reported by Robert Brady by means of Twitter, advertisers quickly took to numerous social networks outlets to share their concerns over the new update.

What’s Changing?

Presently, one of Google’s auto-applied ideas allows the system to eliminate redundant keywords of the same match type within the very same advertisement group.

With the January 19 update, Google’s upgraded its policy to get rid of redundant keywords throughout different match types.

Essentially, Google will remove phrases or precise match keywords if a broad keyword covers the search inquiry.

A part of the email from Google below outlines more information:

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

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

make sense? Google Advertisements is changing the meaning & execution of a suggestion AFTER IT HAS CURRENTLY BEEN APPLIED. This need to be a different recommendation. How could anyone EVER use a @GoogleAds suggestion to an account once again? #ppcchat

— Greg Finn (@gregfinn) January 4, 2023

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

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

this should be a new recommendation for marketers to decide in or opt-out of. Another issue is around Google’s ability to address context and sentiment in a proper matter. Last but not least, the agreement is that these updates are again focused on small companies and newbie marketers to handle their accounts more effectively.

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

Google Ads Liason Deals With Advertiser Concerns

After reaching out to Google for remark, the official Google Advertisements Liason reacted through Twitter on January 5:

Marketer Mike Ryan assembled a well-thought-out action that was popular by the PPC community on LinkedIn. He included a recommendation to assist prevent situations like this in the future. The thread continues with additional information and FAQs:

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

  • The test went through several iterations before releasing
  • The test was stopped briefly early on due to a bug
  • Many experiments at a time can cause communication difficulties
  • General outcomes of the redundant keyword experiment were positive


If you are already decided into Google’s auto-applied recommendation to get rid of redundant keywords, the brand-new policy will enter into result on January 19.

The new policy will not make any retroactive changes to your account. Nevertheless, due to the fact that this is not a brand-new suggestion, you would need to disable this auto-applied suggestion if you do not want to participate.

A significant modification from Google so early on in the new year might be an indicator of a lot more considerable modifications in the future.

The open discussion in between marketers and the Google Advertisements Liason is an exceptional step towards additional transparency and consideration for all online marketers– beginner or experienced.

A special thank you to Google Ads Liason Ginny Marvin for promptly dealing with advertisers’ questions and transparently.

Featured Image: ViDI Studio/SMM Panel