Advertisers React To Google's 'Remove Redundant Keywords' Update - Search Engine Journal

What way to ring in the new year with a fresh Google Ads update?

On January 4, Google emailed advertisers who currently have the auto-applied suggestion “remove redundant keywords” enabled on their accounts.

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

First reported by Robert Brady via Twitter, advertisers quickly took to numerous social media outlets to share their concerns over the new update.

What’s Changing?

Currently, one of Google’s auto-applied suggestions allows the system to remove redundant keywords of the same match type within the same ad group.

With the January 19 update, Google’s updated its policy to remove redundant keywords across different match types.

Essentially, Google will remove phrases or exact match keywords if a broad keyword covers the search query.

A portion of the email from Google below outlines more detail:

Advertisers Alike Cause Uproar

Greg Finn didn’t hold back his opinion on the policy update announcement:

On what planet does this make sense?

Google Ads is changing the definition & execution of a recommendation AFTER IT HAS ALREADY BEEN APPLIED.

This should be a different recommendation.

How could anyone EVER apply a @GoogleAds recommendation to an account again?#ppcchat pic.twitter.com/9j9GUZDReY

— Greg Finn (@gregfinn) January 4, 2023

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

So, what makes this update so controversial with...

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