Google has changed the recommendations for “Remove redundant keyword”

Google might have sent an email to advertisers running PPC ads this morning, outlining the new policies regarding redundant keywords.

What’s changed. Recommendations to “Remove redundant keyword” suggest that redundant keywords are removed from the same ad group. The notification may appear at the top of your dashboard. The recommendation may include keywords from different match types starting in January 19.

Google is now going to remove redundant phrases and exact matches keywords, in favour of broad.

Robert Brady noticed it first and shared it via Twitter.

Google wants to make a change. Google sent an email explaining that:

The redundant keywords can be equivalent to keywords with higher performance or in wider match types. You can manage your account easier by removing redundant keywords or consolidating keywords in different match types. This doesn’t affect your performance and allows you to have your ads appear in the same search results.

Stop auto-apply. Auto-apply can be disabled in Editor as well as Ads frontend by clicking on “disable”, in the recommendations section.

Dig deeper. Google recommends that you read the following guidelines. You can find the Google email address below.

We care. Another attempt by Google is to limit accounts’ use of broad-match keywords. Brands and advertisers should not make this change until they’ve tested broad-match keywords to see if it works best for them. You can test broad-match keywords by turning off auto-apply.

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Luke Smith

Luke Smith is a paid media consultant specializing in performance marketing such as SEM, paid social, video, and display. He has worked at a media agency in Sydney, Australia for over three years, running Facebook, AdWords, YouTube, Snapchat, and Twitter activity for large multi-national companies. With his expertise in lead generation, he has helped online coaches and entrepreneurs build their business online using targeted Facebook Ad strategies alongside a solid marketing funnel and provided services to large corporations including Estée Lauder, Clinique, McDonald's, Bobbi Brown, and Bacardi.

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