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

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

First reported by Robert Brady by means of Twitter, advertisers rapidly took to various social networks outlets to share their concerns over the brand-new upgrade.

What’s Altering?

Presently, among Google’s auto-applied tips allows the system to remove redundant keywords of the same match type within the very same ad group.

With the January 19 update, Google’s upgraded its policy to eliminate redundant keywords across various match types.

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

A part of the e-mail from Google listed below details more information:

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

redundant keyword policy will go into effect on January 19, 2023.”/ > Advertisers Alike Cause Outcry Greg Finn didn’t keep back his viewpoint on the policy upgrade statement: On what planet does this

make good sense? Google Ads is altering the definition & execution of a recommendation AFTER IT HAS ALREADY BEEN APPLIED. This must be a different recommendation. How could anybody 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 similar sentiments:

So, what makes this update so controversial with marketers? As others have actually mentioned, one of 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 sentiment in a proper matter. Last but not least, the agreement is that these updates are again aimed at small companies and beginner online marketers to manage their accounts more efficiently.

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

Google Ads Liason Attends To Marketer Concerns

After reaching out to Google for comment, the official Google Ads Liason responded via Twitter on January 5:

Marketer Mike Ryan assembled a well-thought-out action that was favored by the PPC neighborhood on LinkedIn. He consisted of a recommendation to assist avoid circumstances 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 multiple versions prior to introducing
  • The test was stopped briefly early on due to a bug
  • Many experiments at a time can cause interaction challenges
  • General outcomes of the redundant keyword experiment were favorable


If you are currently decided into Google’s auto-applied recommendation to remove redundant keywords, the new policy will go into effect on January 19.

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

A considerable change from Google so early on in the brand-new year could be an indication of even more significant changes later on.

The open discussion in between marketers and the Google Ads Liason is an outstanding action towards further transparency and consideration for all online marketers– newbie or experienced.

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

Included Image: ViDI Studio/SMM Panel