le’s recommendations to “Remove redundant keyword” have been updated //
Advertisers who run PPC ads on Google might have received an email this morning announcing its new policy regarding redundant keywords.
What’s changed. The “Remove redundant keyword” recommendations indicate redundant keywords within the same ads groups. The notification may appear at the top right of your ads dashboard. The recommendation may include keywords from different match types starting in January 19.
Google will now remove redundant phrases and exact match keywords to make way for broad.
Robert Brady noticed it first and shared it on Twitter.
Why Google is changing. Google sent an email explaining:
Redundant keywords can be synonyms for higher-performing keywords, or keywords in wider match types. You can manage your account easier by removing redundant keywords and consolidating keywords across match types. This doesn’t affect your performance and allows your ads to appear in the same searches.
Stop auto-apply. Auto-apply can be disabled in Editor and Ads front ends by clicking “disable”, in your recommendations section.
Dig deeper. Google’s recommendation guidelines can be found here. I will copy the email you received from Google if it hasn’t been sent to you.
Why do we care? This is yet another attempt by Google shift accounts to broad match keywords only. Brands and advertisers should only make this change after they have determined that broad-match keywords are best for their accounts. You can test broad-match keywords by turning off auto-apply.