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

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What method to ring in the new year with a fresh Google Advertisements update?

On January 4, Google emailed advertisers who presently have the auto-applied idea “eliminate redundant keywords” made it possible for on their accounts.

The e-mail mentioned starting January 19, Google will start getting rid of redundant keywords throughout various match types.

Initially reported by Robert Brady via Buy Twitter Verification, marketers quickly required to numerous social media outlets to share their issues over the new upgrade.

What’s Changing?

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

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

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

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

< 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 viewpoint on the policy upgrade statement: On what world does this

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

— Greg Finn (@gregfinn) January 4, 2023

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

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

this need to be a new recommendation for marketers to choose in or opt-out of. Another issue is around Google’s capability to resolve context and sentiment in an appropriate matter. Last but not least, the consensus is that these updates are once again aimed at small companies and beginner marketers to handle their accounts more effectively.

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

Google Ads Liason Addresses Marketer Issues

After reaching out to Google for comment, the official Google Ads Liason reacted by means of Buy Twitter Verification on January 5:

Marketer Mike Ryan put together a well-thought-out action that was popular by the PPC community on LinkedIn. He included an idea to assist avoid situations like this in the future. The thread continues with extra explanation and FAQs:

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

  • The test went through multiple models prior to introducing
  • The test was stopped briefly early on due to a bug
  • Lots of experiments at a time can trigger interaction obstacles
  • Total results of the redundant keyword experiment were favorable


If you are already opted into Google’s auto-applied recommendation to remove redundant keywords, the brand-new policy will go into result on January 19.

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

A considerable modification from Google so early on in the brand-new year could be a sign of much more considerable changes later on.

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

A special thank you to Google Ads Liason Ginny Marvin for without delay addressing advertisers’ concerns and transparently.

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