Google Ads Remove Redundant Keywords Recommendation

Google Ads Remove Redundant Keywords Recommendation Now Applies Across Match Types

Google has sent out email notifications to some Google Ads advertisers about changes happening to the remove redundant keywords recommendations. In short, Google is expanding this recommendation to work across match types.

The notification says that Google is making "improvements" to this recommendation type, but I am not sure that advertisers would call this an improvement.

Google said that currently, the "remove redundant keywords" recommendation suggests redundant keywords within the same ad groups, destination, bidding strategy, and match type. But that is changing; Google will now have this recommendation work across different match types. Google said, "starting January 19, the recommendation can include keywords across different match types."

Google said you can view the match type reports to see this by clicking on "Segment" on the "search keywords" report and then by choosing "search terms match type."

Google said they are making this change to help you manage your accounts more easily. Google said "it doesn't negatively impact your performance, and still allows your ads to appear on the same searches."

The example googles provided was if your ad group has the phrase match keyword "women's hats" and broad match keyword ladies' hats, Google will recommend that you remove the phase match keyword since the broad match keyword ladies' hats cover all searches from "women's hats."

Clearly, Google wants you to go all in on broad match with these recommendations.

Robert Brady, I believe, first posted about this on Twitter and said, "Google Ads just changed the "Remove redundant keywords" recommendation to prefer broad match. It will remove a phrase match or exact match keyword if a broad match keyword covers it."

Here is how some of the PPC community feels about this change:

Check your email. @GoogleAds just changed the "Remove redundant keywords" recommendation to prefer broad match. It will remove a phrase match or exact match keyword if a broad match keyword covers it. #ppcchat

— Robert Brady (@robert_brady) January 4, 2023

The shoving Broad Match down our throat agenda continues! 😒#PPCChat

— Anu Adegbola aka PPC Live UK founder 🎙️🗣️ (@TheMarketingAnu) January 4, 2023

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

#ppcchat and in other cases there is a word in the middle that isn’t there in the other redundant keywords identified…

— Sarah Stemen (@runnerkik) January 4, 2023

Nicole Farley wrote, "This is another attempt by Google to shift accounts to broad-match keywords only. Advertisers and brands should only make the change if they have tested and determined if broad-match keywords work best for their accounts. If you’re unsure about broad-match, turn off auto-apply and test."

Here is the email (click to enlarge):

Update: More from Ginny Marvin of Google:

Yesterday we notified advertisers who’ve opted into auto-apply recommendations for removing redundant keywords. There’ve been some questions and confusion about the update and I’ll try to address them in this thread:

— AdsLiaison (@adsliaison) January 5, 2023

Q. Why is Google making this change?

A. Ease of use. If you already have an equivalent broad match keyword in your account, removing redundant phrase/exact match keywords still allows your ads to appear for those same searches without having to manage those extra keywords.

— AdsLiaison (@adsliaison) January 5, 2023

Q. Does this affect auto-apply recommendations that have been applied previously?

A. No, this only affects new ‘remove redundant keyword’ recommendations made after this update goes into effect on January 19.

— AdsLiaison (@adsliaison) January 5, 2023

Q. Can I opt out?

A. Yes, as noted in the email sent to advertisers, you can choose to opt out of the ‘remove redundant keywords’ recommendation at any time via the Manage or History tab in the UI or via Editor.

— AdsLiaison (@adsliaison) January 5, 2023

Content Source: seroundtable.com