Advertisers React To Google’s ‘Eliminate Redundant Keywords’ Update

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

On January 4, Google emailed marketers who presently have the auto-applied tip “remove redundant keywords” made it possible for on their accounts.

The email mentioned beginning January 19, Google will start removing redundant keywords throughout different match types.

First reported by Robert Brady by means of Twitter, advertisers rapidly took to various social media outlets to share their issues over the new update.

What’s Altering?

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

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

Basically, Google will get rid of expressions or precise match keywords if a broad keyword covers the search question.

A portion of the email from Google listed below outlines more information:

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

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

make sense? Google Advertisements is altering the meaning & execution of a recommendation AFTER IT HAS ALREADY BEEN APPLIED. This must be a various recommendation. How could anyone EVER apply 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 beliefs:

So, what makes this upgrade so questionable with marketers? As others have pointed out, one of the primary concerns is that Google has actually changed the meaning of an existing auto-applied suggestion. With such a significant change, 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 capability to address context and sentiment in a correct matter. Finally, the agreement is that these updates are once again targeted at small companies and novice online marketers to handle their accounts more effectively.

But where does that leave the experienced online marketers who have invested years screening and refining their keyword methods?

Google Advertisements Liason Deals With Marketer Concerns

After connecting to Google for remark, the official Google Advertisements Liason responded by means of Twitter on January 5:

Advertiser Mike Ryan put together a well-thought-out reaction that was favored by the pay per click community on LinkedIn. He included an idea to assist prevent situations like this in the future. The thread continues with extra information and FAQs:

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

  • The test went through multiple iterations before launching
  • The test was paused early on due to a bug
  • Numerous experiments at a time can cause interaction challenges
  • General results of the redundant keyword experiment were favorable


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

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

A considerable change from Google so early on in the brand-new year might be a sign of much more significant modifications in the future.

The open discussion in between marketers and the Google Ads Liason is an excellent step towards additional transparency and factor to consider for all online marketers– beginner or experienced.

An unique thank you to Google Advertisements Liason Ginny Marvin for quickly resolving marketers’ questions and transparently.

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