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

How do you celebrate the new year with a new update to Google Ads?

On January 4, Google emailed advertisers who currently have an automatically applied “remove redundant keywords” suggestion enabled in their accounts.

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

First reported by Robert Brady via TwitterSoon, advertisers took to various social media to share their concerns about the new update.

What will change?

Currently, one of the auto-applied Google suggestions allows the system to remove redundant keywords for same Match type in the same ad group.

With the January 19th update, Google has updated its policy to remove redundant keywords across Different Match types.

Basically, Google will remove exact match phrases or keywords if the general keyword covers the search query.

Part of the email from Google below gives more details:

Advertisers alike are causing a stir

Greg Finn He did not retract his opinion in announcing the policy update:

On what planet does this make sense?

Google Ads is changing the definition and implementation of a recommendation after it has already been implemented.

This should be a different recommendation.

How can anyone apply a GoogleAds Recommend an account again?#ppcchat pic.twitter.com/9j9GUZDReY

– Greg Finn (@gregfinn) January 4, 2023

Other marketers shared Greg’s post with similar sentiments:

So what makes this update so controversial with marketers?

As others have pointed out, one of the main concerns is that Google has changed the definition of an existing recommendation automatically applied.

With such a significant change, it is argued that this should be a new recommendation for advertisers to opt in or opt out.

Another concern is Google’s ability to process context and sentiment in a valid matter.

Finally, the consensus is that these updates are once again aimed at small businesses and novice marketers to manage their accounts more efficiently.

But where does that leave experienced marketers who have spent years testing and perfecting their keyword strategies?

The Google Ads format addresses advertisers’ concerns

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

1/4 Today, we’re announcing an update to Lookalike Audiences and the transition to more sustainable audience solutions. Here’s why we’re making a change and looking at the timeline (starting in 6 months):

– AdsLiaison (adsliaison) November 1, 2022

Advertiser Mike Ryan compiled a well-researched response that was well received by the PPC community on LinkedIn. He included a suggestion to help avoid such situations in the future. The topic continues with additional clarification and FAQ:

Marvin followed up on Ryan’s open letter to Google Ads via another comprehensive Twitter post string:

Hi Mike, As others have noted, this is a very thoughtful response, thank you. Having worked in advertiser/agency shoes for many years, I understand your point. I’ll try to address your observation and share a little perspective from my role now…

– AdsLiaison (adsliaison) January 6, 2023

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

• The test went through many iterations before launch
• The test was paused early due to an error
• Many experiences at once can cause communication challenges
• The overall results of the plus keyword experiment were positive

summary

If you’re already opted in to Google’s automatically applied recommendation to remove redundant keywords, the new policy will go into effect on January 19th.

The new policy will not make any changes retroactively to your account. However, since this is not a new Recommendation You will have to disable this automatically applied recommendation if you do not wish to participate.

A big change from Google so early in the new year could be an indication of more significant changes later on.

The open dialogue between advertisers and the Google Ads Federation is an excellent step towards greater transparency and consideration for all marketers – novice or experienced.

Special thanks to you Google Liaison Ads Jenny Marvin for his prompt and transparent handling of advertisers’ questions.

Featured image: ViDI Studio/Shutterstock