Marketers 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 upgrade?

On January 4, Google emailed marketers who currently have the auto-applied suggestion “get rid of redundant keywords” enabled on their accounts.

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

First reported by Robert Brady through Twitter, advertisers quickly took to various social media outlets to share their concerns over the new upgrade.

What’s Changing?

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

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

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

A part of the e-mail from Google below describes more information:

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

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

make good sense? Google Ads is changing the meaning & execution of a recommendation AFTER IT HAS ALREADY BEEN APPLIED. This need to be a various suggestion. How could anyone EVER use 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 comparable beliefs:

So, what makes this update so questionable with online marketers? As others have actually pointed out, among the primary issues is that Google has altered the definition of an existing auto-applied suggestion. With such a significant change, it’s argued that

this need to be a new recommendation for advertisers to decide in or opt-out of. Another concern is around Google’s capability to address context and sentiment in an appropriate matter. Lastly, the agreement is that these updates are once again aimed at small businesses and novice online marketers to manage their accounts more effectively.

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

Google Advertisements Liason Attends To Advertiser Concerns

After connecting to Google for remark, the main Google Advertisements Liason responded via Twitter on January 5:

Marketer Mike Ryan created a well-thought-out reaction that was popular by the PPC neighborhood on LinkedIn. He included a tip to help avoid situations like this in the future. The thread continues with additional explanation and Frequently asked questions:

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

  • The test went through numerous iterations prior to launching
  • The test was paused early on due to a bug
  • Lots of experiments at a time can trigger interaction challenges
  • General outcomes 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 brand-new policy will enter into impact on January 19.

The 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 have to disable this auto-applied recommendation if you do not want to participate.

A significant modification from Google so early on in the brand-new year might be an indicator of even more considerable changes later on.

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

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

Included Image: ViDI Studio/SMM Panel