Google Ads Update: Improvements to ‘Remove redundant keywords’ Recommendation

Jill Goldstein - January 19, 2023

It’s a new year, but it’s the same old Google. Earlier this month, some advertisers may have gotten an email that Google’s “Remove redundant keywords” recommendation has changed.

What is changing

Currently, the “remove redundant keywords” recommendation (within the auto-apply section) defines redundant keywords as keywords within the same ad groups, destination, bidding strategy, and match type. Starting January 19^th, this recommendation can include keywords with different match types.

Here is an example for how this will work, according to Google. “If your ad group has the phrase match keyword “women’s hats” and broad match keyword ladies hats, we will recommend that you remove the phrase match keyword since the broad match keyword ladies hats covers all Searches from “women’s hats”.”

Why Google is making this update (according to Google)

According to Google, consolidating keywords across match types will make managing your account easier, it won’t negatively impact performance and it will still allow your ads to appear on the same searches.

Why Google is making this update (according to Jill) and my advice

Google has been pushing broad match keywords for the better part of the last two years. This is due to its improvements in machine learning (which in all fairness has improved the effectiveness of the broad match type) and because it gives keywords the most reach. More reach = more spend potential. Plain and simple.

That said, proceed with caution. Do not simply let Google auto-apply the widespread pausing of phrase and exact keywords in favor of broad. Be strategic, be meticulous with monitoring search terms and adding negatives, use with responsive search ads, apply audiences and TEST.

How can you turn off automatically applying recommendations for this type?

Recommendations > Auto Apply (button on the top right) > Manage Tab > Uncheck “Remove redundant keywords” (and any other “recommendations”)

Navigate these changes by working with an expert. Contact the experts at MoreVisibility for help.