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

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What way to ring in the brand-new year with a fresh Google Advertisements update?

On January 4, Google emailed marketers who presently have the auto-applied suggestion “eliminate redundant keywords” enabled on their accounts.

The email stated starting January 19, Google will begin removing 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 concerns over the brand-new update.

What’s Altering?

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

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

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

A part of the e-mail from Google below lays out more information:

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

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

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

— Greg Finn (@gregfinn) January 4, 2023

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

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

this need to be a new suggestion for marketers to choose in or opt-out of. Another issue is around Google’s ability to address context and sentiment in an appropriate matter. Lastly, the consensus is that these updates are once again focused on small companies and beginner marketers to handle their accounts more effectively.

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

Google Advertisements Liason Attends To Advertiser Issues

After connecting to Google for remark, the main Google Ads Liason responded via Twitter on January 5:

Marketer Mike Ryan assembled a well-thought-out reaction that was well-received by the PPC community on LinkedIn. He consisted of a recommendation to help avoid circumstances like this in the future. The thread continues with additional clarification and FAQs:

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

  • The test went through multiple models before releasing
  • The test was stopped briefly early on due to a bug
  • Lots of experiments at a time can trigger communication challenges
  • Total outcomes of the redundant keyword experiment were positive


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

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

A considerable modification from Google so early on in the new year might be an indication of even more substantial modifications in the future.

The open discussion between advertisers and the Google Advertisements Liason is an excellent action towards more transparency and factor to consider for all online marketers– newbie or experienced.

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

Included Image: ViDI Studio/SMM Panel