{"id":28819,"date":"2023-01-09T22:58:42","date_gmt":"2023-01-09T22:58:42","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/09\/advertisers-react-to-googles-remove-redundant-keywords-update\/"},"modified":"2023-01-09T22:58:42","modified_gmt":"2023-01-09T22:58:42","slug":"advertisers-react-to-googles-remove-redundant-keywords-update","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/09\/advertisers-react-to-googles-remove-redundant-keywords-update\/","title":{"rendered":"Advertisers React To Google\u2019s \u2018Remove Redundant Keywords\u2019 Update"},"content":{"rendered":"

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What way to ring in the new year with a fresh Google Ads update?<\/span><\/p>\n

On January 4, Google emailed advertisers who currently have the auto-applied suggestion \u201cremove redundant keywords\u201d enabled on their accounts.<\/span><\/p>\n

The email stated starting January 19, Google will begin removing redundant keywords across different match types.<\/span><\/p>\n

First reported by Robert Brady via Twitter<\/a>, advertisers quickly took to numerous social media outlets to share their concerns over the new update.<\/p>\n

What\u2019s Changing?<\/b><\/h2>\n

Currently, one of Google\u2019s auto-applied suggestions<\/a> allows the system to remove redundant keywords of the same<\/strong> match type within the same ad group.<\/p>\n

With the January 19 update, Google\u2019s updated its policy to remove redundant keywords across different<\/strong> match types.<\/p>\n

Essentially, Google will remove phrases or exact match keywords if a broad keyword covers the search query.<\/p>\n

A portion of the email from Google below outlines more detail:<\/p>\n

\"Google's<\/p>\n

Advertisers Alike Cause Uproar\u00a0<\/b><\/h2>\n

Greg Finn<\/a> didn\u2019t hold back his opinion on the policy update announcement:<\/p>\n

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On what planet does this make sense? <\/p>\n

Google Ads is changing the definition & execution of a recommendation AFTER IT HAS ALREADY BEEN APPLIED. <\/p>\n

This should be a different recommendation. <\/p>\n

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

\u2014 Greg Finn (@gregfinn) January 4, 2023<\/a><\/p>\n<\/blockquote>\n

Other marketers chimed in on Greg\u2019s post with similar sentiments:<\/p>\n

\"Other<\/p>\n

So, what makes this update so controversial with marketers?<\/p>\n

As others have pointed out, one of the main concerns is that Google has changed the definition of an existing auto-applied recommendation.<\/p>\n

With such a significant change, it\u2019s argued that this should be a new recommendation for advertisers to opt in or opt-out of.<\/p>\n

Another concern is around Google\u2019s ability to address context and sentiment in a correct matter.<\/p>\n

Lastly, the consensus is that these updates are again aimed at small businesses and beginner marketers to manage their accounts more efficiently.<\/p>\n

But where does that leave the experienced marketers who have spent years testing and perfecting their keyword strategies?<\/p>\n

Google Ads Liason Addresses Advertiser Concerns<\/b><\/h2>\n

After reaching out to Google for comment, the official Google Ads Liason responded via Twitter on January 5:<\/p>\n

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1\/4 Today, we\u2019re announcing an update on similar audiences and transition to more durable audience solutions. Here\u2019s why we\u2019re making a change and a look at the timeline (starting in 6 months):<\/p>\n

\u2014 AdsLiaison (@adsliaison) November 1, 2022<\/a><\/p>\n<\/blockquote>\n

\u00a0<\/p>\n

\"Google<\/p>\n

Advertiser Mike Ryan put together a well-thought-out response that was well-received by the PPC community on LinkedIn. He included a suggestion to help avoid situations like this in the future. The thread continues with additional clarification and FAQs:<\/p>\n

\"Mike

Marvin followed up on Ryan\u2019s open letter to Google Ads via another comprehensive Twitter thread<\/a>:<\/p>\n

\n

Hi Mike, As others have noted, this is a very thoughtful response, thank you. Having been in advertiser\/agency shoes for many years, I understand your POV. I\u2019ll try to address your note and share a bit of perspective from my role now\u2026<\/p>\n

\u2014 AdsLiaison (@adsliaison) January 6, 2023<\/a><\/p>\n<\/blockquote>\n

In the thread reply, Marvin addressed the following from Ryan\u2019s letter:<\/p>\n

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  • The test went through multiple iterations before launching<\/li>\n
  • The test was paused early on due to a bug<\/li>\n
  • Many experiments at a time can cause communication challenges<\/li>\n
  • Overall results of the redundant keyword experiment were positive<\/li>\n<\/ul>\n

    Summary<\/h2>\n

    If you are already opted into Google\u2019s auto-applied recommendation to remove redundant keywords, the new policy will go into effect on January 19.<\/p>\n

    The new policy will not make any retroactive changes to your account. However, because this is not a\u00a0new<\/strong> recommendation, you would have to disable this auto-applied recommendation if you do not wish to participate.<\/p>\n

    A significant change from Google so early on in the new year could be an indicator of even more significant changes later on.<\/p>\n

    The open dialogue between advertisers and the Google Ads Liason is an excellent step towards further transparency and consideration for all marketers \u2013 beginner or experienced.<\/p>\n

    A special thank you to Google Ads Liason<\/a> Ginny Marvin for promptly addressing advertisers\u2019 questions and transparently.<\/em><\/p>\n\n

    Featured Image: ViDI Studio\/Shutterstock<\/em><\/p>\n<\/div>\n