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 upgrade?

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

The e-mail specified starting January 19, Google will start removing redundant keywords throughout different match types.

First reported by Robert Brady via Buy Twitter Verification, advertisers rapidly took to numerous social networks outlets to share their issues over the brand-new upgrade.

What’s Altering?

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

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

Basically, Google will eliminate expressions or exact match keywords if a broad keyword covers the search inquiry.

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

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

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

make sense? Google Advertisements is altering the definition & execution of a suggestion AFTER IT HAS ALREADY BEEN APPLIED. This should be a different recommendation. How could anybody EVER apply a @GoogleAds recommendation 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 questionable with marketers? As others have pointed out, among the main concerns is that Google has actually altered the meaning of an existing auto-applied suggestion. With such a substantial change, it’s argued that

this must be a brand-new suggestion for advertisers to choose in or opt-out of. Another issue is around Google’s capability to attend to context and belief in a proper matter. Lastly, the agreement is that these updates are once again targeted at small businesses and novice marketers to handle their accounts more effectively.

But where does that leave the knowledgeable online marketers who have invested years testing and improving their keyword strategies?

Google Ads Liason Resolves Advertiser Issues

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

Marketer Mike Ryan put together a well-thought-out action that was popular by the pay per click neighborhood on LinkedIn. He included a tip to help avoid circumstances like this in the future. The thread continues with additional explanation and Frequently asked questions:

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

  • The test went through numerous versions before releasing
  • The test was stopped briefly early on due to a bug
  • Many experiments at a time can cause interaction difficulties
  • General outcomes of the redundant keyword experiment were favorable


If you are already chosen into Google’s auto-applied recommendation to remove 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. Nevertheless, since this is not a brand-new recommendation, you would need to disable this auto-applied suggestion if you do not want to get involved.

A significant modification from Google so early on in the new year could be an indication of a lot more considerable changes later on.

The open discussion between marketers and the Google Advertisements Liason is an exceptional step towards further openness and consideration for all marketers– newbie or experienced.

A special thank you to Google Advertisements Liason Ginny Marvin for quickly dealing with advertisers’ concerns and transparently.

Included Image: ViDI Studio/SMM Panel