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

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What way 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 “eliminate redundant keywords” made it possible for on their accounts.

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

First reported by Robert Brady by means of Twitter, advertisers quickly required to many social networks outlets to share their issues over the brand-new update.

What’s Changing?

Presently, one of Google’s auto-applied ideas permits the system to remove redundant keywords of the 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.

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

A portion of the e-mail from Google below outlines more information:

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

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

make sense? Google Advertisements is changing the meaning & execution of a recommendation AFTER IT HAS CURRENTLY BEEN APPLIED. This ought to be a various recommendation. How could anybody EVER apply a @GoogleAds suggestion 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 update so questionable with marketers? As others have pointed out, among the primary concerns is that Google has actually altered the definition of an existing auto-applied recommendation. With such a considerable change, it’s argued that

this must be a brand-new recommendation for marketers to opt in or opt-out of. Another issue is around Google’s ability to resolve context and sentiment in a correct matter. Finally, the agreement is that these updates are again focused on small companies and beginner online marketers to handle their accounts more efficiently.

But where does that leave the knowledgeable online marketers who have invested years testing and improving their keyword methods?

Google Advertisements Liason Attends To Advertiser Issues

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

Advertiser Mike Ryan created a well-thought-out response that was popular by the pay per click neighborhood on LinkedIn. He included a recommendation to assist prevent circumstances like this in the future. The thread continues with extra explanation and FAQs:

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

  • The test went through several versions prior to releasing
  • The test was paused early on due to a bug
  • Many experiments at a time can trigger interaction challenges
  • Overall outcomes of the redundant keyword experiment were positive


If you are currently chosen into Google’s auto-applied suggestion to remove redundant keywords, the brand-new policy will go into impact on January 19.

The brand-new policy will not make any retroactive changes to your account. However, since this is not a brand-new suggestion, you would have to disable this auto-applied recommendation if you do not want to take part.

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

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

A special thank you to Google Advertisements Liason Ginny Marvin for quickly dealing with advertisers’ questions and transparently.

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