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

Posted by

What method to ring in the new year with a fresh Google Ads upgrade?

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

The email mentioned starting January 19, Google will start removing redundant keywords across various match types.

Initially reported by Robert Brady via Buy Twitter Verification, advertisers rapidly took to numerous social media outlets to share their concerns over the new upgrade.

What’s Changing?

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

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

Essentially, Google will eliminate expressions or precise match keywords if a broad keyword covers the search question.

A part of the email from Google below describes more information:

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

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

make sense? Google Advertisements is altering the meaning & execution of a recommendation AFTER IT HAS ALREADY BEEN APPLIED. This must be a different recommendation. How could anyone EVER use a @GoogleAds suggestion to an account once again? #ppcchat

— Greg Finn (@gregfinn) January 4, 2023

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

So, what makes this upgrade so controversial with marketers? As others have actually explained, one of the primary issues is that Google has changed 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 marketers to choose in or opt-out of. Another issue is around Google’s capability to deal with context and sentiment in an appropriate matter. Last but not least, the consensus is that these updates are again targeted at small businesses and beginner marketers to handle their accounts more effectively.

But where does that leave the skilled marketers who have invested years screening and improving their keyword techniques?

Google Ads Liason Addresses Advertiser Concerns

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

Advertiser Mike Ryan put together a well-thought-out action that was popular by the pay per click community on LinkedIn. He consisted of a suggestion to help avoid scenarios like this in the future. The thread continues with extra clarification and Frequently asked questions:

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

  • The test went through numerous models prior to launching
  • The test was paused early on due to a bug
  • Lots of experiments at a time can trigger communication challenges
  • General outcomes of the redundant keyword experiment were positive


If you are currently decided into Google’s auto-applied suggestion to remove redundant keywords, the brand-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 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 a sign of a lot more significant changes later.

The open dialogue between marketers and the Google Ads Liason is an exceptional action towards additional openness and consideration for all marketers– novice or experienced.

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

Included Image: ViDI Studio/Best SMM Panel