Advertisers Respond To Google’s ‘Get rid of Redundant Keywords’ Update

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What way to ring in the new year with a fresh Google Ads update?

On January 4, Google emailed marketers who presently have the auto-applied idea “remove redundant keywords” allowed on their accounts.

The e-mail specified beginning January 19, Google will start eliminating redundant keywords across different match types.

First reported by Robert Brady via Twitter, advertisers rapidly took to many social media outlets to share their concerns over the new update.

What’s Changing?

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

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

Essentially, Google will get rid of phrases or precise match keywords if a broad keyword covers the search query.

A portion of the email from Google below lays out 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 Uproar Greg Finn didn’t keep back his opinion on the policy upgrade announcement: 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 should be a different recommendation. How could anyone 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 update so controversial with online marketers? As others have actually pointed out, one of the main issues 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 suggestion for marketers to opt in or opt-out of. Another issue is around Google’s capability to deal with context and sentiment in a proper matter. Finally, the consensus is that these updates are again focused on small businesses and newbie online marketers to manage their accounts more efficiently.

However where does that leave the experienced marketers who have spent years testing and perfecting their keyword techniques?

Google Ads Liason Deals With Marketer Concerns

After reaching out to Google for remark, the official Google Advertisements Liason responded through Twitter on January 5:

Advertiser Mike Ryan put together a well-thought-out reaction that was popular by the pay per click neighborhood on LinkedIn. He consisted of a recommendation to assist prevent scenarios like this in the future. The thread continues with additional clarification and Frequently asked questions:

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

  • The test went through numerous iterations prior to introducing
  • The test was paused early on due to a bug
  • Lots of experiments at a time can trigger communication obstacles
  • Total results of the redundant keyword experiment were favorable


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

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

A substantial change from Google so early on in the new year could be an indication of much more significant changes later on.

The open discussion in between marketers and the Google Ads Liason is an outstanding step 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 resolving marketers’ questions and transparently.

Included Image: ViDI Studio/SMM Panel