Marketers Respond To Google’s ‘Get rid of 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 marketers who presently have the auto-applied recommendation “remove redundant keywords” allowed on their accounts.

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

First reported by Robert Brady by means of Twitter, marketers quickly took to many social networks outlets to share their issues over the brand-new upgrade.

What’s Changing?

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

With the January 19 upgrade, Google’s upgraded its policy to get rid of redundant keywords across various match types.

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

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

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

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

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

— Greg Finn (@gregfinn) January 4, 2023

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

So, what makes this update so questionable with online marketers? As others have actually mentioned, among the primary concerns is that Google has actually changed the definition of an existing auto-applied recommendation. With such a substantial change, it’s argued that

this need to be a new suggestion for marketers to opt in or opt-out of. Another issue is around Google’s capability to deal with context and belief in a right matter. Lastly, the agreement is that these updates are again targeted at small businesses and novice marketers to manage their accounts more efficiently.

However where does that leave the knowledgeable online marketers who have spent years testing and refining their keyword techniques?

Google Advertisements Liason Attends To Marketer Issues

After connecting to Google for comment, the main Google Advertisements Liason reacted by means of Twitter on January 5:

Marketer Mike Ryan created a well-thought-out action that was favored by the PPC community on LinkedIn. He consisted of a tip to assist avoid scenarios like this in the future. The thread continues with additional clarification and FAQs:

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

  • The test went through numerous versions prior to introducing
  • The test was paused early on due to a bug
  • Numerous experiments at a time can cause communication difficulties
  • Total results of the redundant keyword experiment were positive


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

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

A substantial change from Google so early on in the new year could be an indication of a lot more considerable modifications in the future.

The open dialogue in between marketers and the Google Advertisements Liason is an exceptional action towards further openness and factor to consider for all marketers– beginner or experienced.

An unique thank you to Google Ads Liason Ginny Marvin for immediately addressing advertisers’ questions and transparently.

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