Advertisers React To Google’s ‘Take away Redundant Key phrases’ Replace

Advertisers React To Google’s ‘Remove Redundant Keywords’ Update

What method to ring within the new 12 months with a recent Google Adverts replace?

On January 4, Google emailed advertisers who at the moment have the auto-applied suggestion “take away redundant key phrases” enabled on their accounts.

The e-mail said beginning January 19, Google will start eradicating redundant key phrases throughout totally different match sorts.

First reported by Robert Brady by way of Twitter, advertisers rapidly took to quite a few social media shops to share their considerations over the brand new replace.

What’s Altering?

Presently, one among Google’s auto-applied suggestions permits the system to take away redundant key phrases of the identical match kind inside the identical advert group.

With the January 19 replace, Google’s up to date its coverage to take away redundant key phrases throughout totally different match sorts.

Basically, Google will take away phrases or precise match key phrases if a broad key phrase covers the search question.

A portion of the e-mail from Google beneath outlines extra element:

Google's change to the redundant keyword policy will go into effect on January 19, 2023.

Advertisers Alike Trigger Uproar 

Greg Finn didn’t maintain again his opinion on the coverage replace announcement:

Different entrepreneurs chimed in on Greg’s put up with related sentiments:

Other advertisers follow suit with their disapproval of Google Ad's update.

So, what makes this replace so controversial with entrepreneurs?

As others have identified, one of many most important considerations is that Google has modified the definition of an present auto-applied suggestion.

With such a major change, it’s argued that this ought to be a brand new suggestion for advertisers to choose in or opt-out of.

One other concern is round Google’s capacity to handle context and sentiment in an accurate matter.

Lastly, the consensus is that these updates are once more geared toward small companies and newbie entrepreneurs to handle their accounts extra effectively.

However the place does that go away the skilled entrepreneurs who’ve spent years testing and perfecting their key phrase methods?

Google Adverts Liason Addresses Advertiser Issues

After reaching out to Google for remark, the official Google Adverts Liason responded by way of Twitter on January 5:


Google Ads provides clarity to the newest redundant keyword policy update.

Advertiser Mike Ryan put collectively a well-thought-out response that was well-received by the PPC neighborhood on LinkedIn. He included a suggestion to assist keep away from conditions like this sooner or later. The thread continues with further clarification and FAQs:

Mike Ryan responds to the Google Ads redundant keyword policy on LinkedIn.

Marvin adopted up on Ryan’s open letter to Google Adverts by way of one other complete Twitter thread:

Within the thread reply, Marvin addressed the next from Ryan’s letter:

  • The check went by means of a number of iterations earlier than launching
  • The check was paused early on attributable to a bug
  • Many experiments at a time could cause communication challenges
  • Total outcomes of the redundant key phrase experiment have been constructive


If you’re already opted into Google’s auto-applied suggestion to take away redundant key phrases, the brand new coverage will go into impact on January 19.

The brand new coverage is not going to make any retroactive adjustments to your account. Nevertheless, as a result of this isn’t a new suggestion, you would need to disable this auto-applied suggestion if you don’t want to take part.

A major change from Google so early on within the new 12 months may very well be an indicator of much more important adjustments in a while.

The open dialogue between advertisers and the Google Adverts Liason is a wonderful step in the direction of additional transparency and consideration for all entrepreneurs – newbie or skilled.

A particular thanks to Google Ads Liason Ginny Marvin for promptly addressing advertisers’ questions and transparently.

Featured Picture: ViDI Studio/Shutterstock

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