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

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

On January 4, Google emailed advertisers who currently have the auto-applied tip “get rid of redundant keywords” enabled on their accounts.

The email stated beginning January 19, Google will begin eliminating redundant keywords throughout various match types.

Initially reported by Robert Brady via Twitter, marketers rapidly took to various social networks outlets to share their issues over the new upgrade.

What’s Changing?

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

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

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

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

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

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

make good sense? Google Advertisements is altering the meaning & execution of a suggestion AFTER IT HAS ALREADY BEEN APPLIED. This must be a different suggestion. How could anybody EVER apply 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 similar sentiments:

So, what makes this upgrade so controversial with online marketers? As others have actually pointed out, one of the main concerns is that Google has actually altered the definition of an existing auto-applied recommendation. With such a substantial modification, it’s argued that

this must be a brand-new suggestion for marketers to choose in or opt-out of. Another concern is around Google’s ability to resolve context and belief in a proper matter. Last but not least, the consensus is that these updates are again focused on small companies and beginner marketers to handle their accounts more efficiently.

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

Google Ads Liason Attends To Advertiser Concerns

After connecting to Google for remark, the official Google Advertisements Liason reacted via Twitter on January 5:

Advertiser Mike Ryan put together a well-thought-out response that was well-received by the pay per click neighborhood on LinkedIn. He consisted of an idea to help avoid scenarios like this in the future. The thread continues with additional clarification and Frequently asked questions:

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

  • The test went through numerous versions before introducing
  • The test was stopped briefly early on due to a bug
  • Lots of experiments at a time can trigger communication difficulties
  • Overall outcomes of the redundant keyword experiment were favorable


If you are currently decided into Google’s auto-applied suggestion to eliminate redundant keywords, the new policy will enter into result on January 19.

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

A considerable modification from Google so early on in the new year could be a sign of much more substantial modifications in the future.

The open discussion between marketers and the Google Advertisements Liason is an exceptional action towards additional openness and factor to consider for all marketers– newbie or experienced.

A special thank you to Google Ads Liason Ginny Marvin for immediately attending to marketers’ questions and transparently.

Included Image: ViDI Studio/SMM Panel