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 currently have the auto-applied recommendation “eliminate redundant keywords” enabled on their accounts.

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

Initially reported by Robert Brady by means of Twitter, advertisers rapidly took to various social networks outlets to share their concerns over the new upgrade.

What’s Altering?

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

With the January 19 upgrade, Google’s upgraded its policy to remove redundant keywords across various match types.

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

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

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

redundant keyword policy will enter into result on January 19, 2023.”/ > Advertisers Alike Cause Uproar Greg Finn didn’t hold back his opinion on the policy upgrade statement: On what world does this

make good sense? Google Ads is changing the definition & execution of a suggestion AFTER IT HAS CURRENTLY BEEN APPLIED. This must be a different recommendation. How could anyone EVER use a @GoogleAds recommendation 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 upgrade so controversial with marketers? As others have pointed out, one of the primary concerns is that Google has altered the definition of an existing auto-applied recommendation. With such a considerable change, it’s argued that

this should be a brand-new recommendation for advertisers to decide in or opt-out of. Another concern is around Google’s capability to resolve context and sentiment in a right matter. Lastly, the agreement is that these updates are once again focused on small companies and beginner online marketers to handle their accounts more effectively.

But where does that leave the experienced online marketers who have invested years screening and refining their keyword methods?

Google Advertisements Liason Attends To Advertiser Issues

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

Advertiser Mike Ryan assembled a well-thought-out response that was well-received by the PPC community on LinkedIn. He included an idea to help prevent circumstances like this in the future. The thread continues with additional information and FAQs:

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

  • The test went through multiple models before releasing
  • The test was stopped briefly early on due to a bug
  • Many experiments at a time can trigger interaction difficulties
  • General outcomes of the redundant keyword experiment were favorable


If you are currently chosen into Google’s auto-applied recommendation to get rid of redundant keywords, the brand-new policy will enter into impact 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 recommendation if you do not wish to participate.

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

The open dialogue between advertisers and the Google Ads Liason is an exceptional step towards more openness and consideration for all marketers– beginner or experienced.

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

Included Image: ViDI Studio/SMM Panel