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

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

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

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

First reported by Robert Brady via Buy Twitter Verified, advertisers quickly required to various social media outlets to share their issues over the brand-new upgrade.

What’s Changing?

Currently, among Google’s auto-applied tips permits the system to eliminate redundant keywords of the same match type within the same ad group.

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

Essentially, Google will get rid of expressions or precise match keywords if a broad keyword covers the search question.

A portion of the e-mail from Google below outlines more information:

< img src="https://cdn.Best 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 hold back his viewpoint on the policy upgrade announcement: On what world does this

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

— Greg Finn (@gregfinn) January 4, 2023

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

So, what makes this upgrade so questionable with online marketers? As others have pointed out, among the primary concerns is that Google has changed the meaning of an existing auto-applied recommendation. With such a substantial modification, it’s argued that

this should be a new recommendation for advertisers to choose in or opt-out of. Another issue is around Google’s ability to attend to context and belief in a right matter. Last but not least, the agreement is that these updates are again aimed at small companies and newbie online marketers to handle their accounts more efficiently.

However where does that leave the experienced online marketers who have invested years testing and refining their keyword strategies?

Google Advertisements Liason Resolves Marketer Issues

After reaching out to Google for remark, the official Google Ads Liason responded through Buy Twitter Verified on January 5:

Advertiser Mike Ryan created a well-thought-out response that was popular by the PPC community on LinkedIn. He consisted of an idea to assist avoid scenarios like this in the future. The thread continues with extra clarification and Frequently asked questions:

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

  • The test went through several versions prior to launching
  • The test was stopped briefly early on due to a bug
  • Lots of experiments at a time can trigger communication challenges
  • Total results of the redundant keyword experiment were favorable


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

The new policy will not make any retroactive modifications to your account. However, because this is not a brand-new recommendation, you would have to disable this auto-applied recommendation if you do not wish to participate.

A substantial change from Google so early on in the brand-new year might be an indication of much more considerable modifications later on.

The open dialogue between advertisers and the Google Ads Liason is an excellent step towards more transparency and consideration for all marketers– newbie or experienced.

A special thank you to Google Advertisements Liason Ginny Marvin for quickly attending to marketers’ concerns and transparently.

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