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

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What way to ring in the brand-new year with a fresh Google Ads upgrade?

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

The email specified beginning January 19, Google will begin removing redundant keywords across different match types.

First reported by Robert Brady by means of Buy Twitter Verification, marketers quickly took to numerous social media outlets to share their issues over the brand-new update.

What’s Altering?

Presently, among Google’s auto-applied ideas enables the system to get rid of redundant keywords of the very same match type within the exact same advertisement group.

With the January 19 upgrade, Google’s upgraded its policy to get rid of redundant keywords throughout various match types.

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

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

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

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

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

— Greg Finn (@gregfinn) January 4, 2023

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

So, what makes this upgrade so questionable with online marketers? As others have mentioned, among the primary concerns is that Google has altered the definition of an existing auto-applied suggestion. With such a significant modification, it’s argued that

this must be a new recommendation for advertisers to opt in or opt-out of. Another issue is around Google’s capability to address context and sentiment in a proper matter. Lastly, the agreement is that these updates are again targeted at small companies and novice online marketers to handle their accounts more efficiently.

But where does that leave the experienced marketers who have spent years screening and perfecting their keyword strategies?

Google Advertisements Liason Attends To Marketer Issues

After connecting to Google for remark, the official Google Advertisements Liason responded through Buy Twitter Verification on January 5:

Marketer Mike Ryan assembled a well-thought-out response that was well-received by the PPC neighborhood on LinkedIn. He included a suggestion to help avoid situations 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 multiple models prior to introducing
  • The test was paused early on due to a bug
  • Lots of experiments at a time can cause communication difficulties
  • Overall results of the redundant keyword experiment were positive


If you are already chosen into Google’s auto-applied suggestion to get rid of 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 new recommendation, you would need to disable this auto-applied suggestion if you do not want to participate.

A considerable change from Google so early on in the brand-new year might be an indication of a lot more considerable changes in the future.

The open dialogue between marketers and the Google Ads Liason is an outstanding action towards more openness and factor to consider for all online marketers– beginner or experienced.

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

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