Google is revising one of its pre-existing auto-suggested regulations, causing some discussion among advertisers. On January 4, Google sent an email to advertisers with the “remove redundant keywords” option activated in their accounts. The email informed us that starting from January 19, Google will begin eliminating repetitive keywords across various match types.
The actual email explains: “Currently, the ‘Remove redundant keywords’ recommendation suggests redundant keywords within the same ad groups, destination, bidding strategy, and match type. Starting January 19, the recommendation can include keywords across different match types”
So what exactly does this mean and how will it affect your ads? Keep reading to understand the implications this may have on your campaigns.
What’s Happening With Redundant Keywords?
Currently, one of Google’s auto-suggested policies enables the removal of duplicated keywords of the same match type within a single ad group. However, with this new update, Google has expanded its policy to include the removal of redundant keywords across different match types.
Explained simply, Google will eliminate any “redundant” phrases or exact match keywords if they are already covered by a broad match keyword within the same ad group.
Google goes on to explain reasons why this change was made, one being that consolidating keywords across match types will make account management a lot simpler. This change allows your ads to appear for the same searches and will not negatively impact any performance. So, with these positives why would advertisers be concerned?
How Will This Change Impact Advertisers?
One of the key worries among advertisers is that Google has revised the definition of its previously established auto-suggested policy.
Due to the extent of this change, some advertisers argue that Google should have presented this update as a new suggestion for them to choose whether they would like to enable or disable it. Additionally, some users have concerns over Google’s ability to accurately assess the context and sentiment of certain keywords and phrases used to search.
These changes will likely impact small business owners and beginner advertisers who without the proper knowledge on how to manage recommendations, might end up performing in Google’s favour rather than the actual advertiser’s.
For most beginners using Google ads, starting off with manual options will help you save time and money in the long run by avoiding errors. Auto-apply features are better suited for more experienced advertisers who have a deeper understanding of an account’s inner workings and should always be taken with a grain of salt.
Overall, Google has launched this update aimed at helping businesses and marketers to manage their accounts and perform more efficiently.
However, this now raises questions about the impact this update can have on more accomplished marketers who have developed and tested their keyword strategies over the years.
Reviewing Your Account Auto-Applies
During this time it’s important to take the opportunity to review any auto-apply recommendations that you may be subscribed to at this time.
It is essential that you thoroughly comprehend what all these recommendations entail, and if you choose to opt out of any of them, it is advisable to review your change history to confirm that no undesired changes were made to your account.
Ultimately, as the account owner, you will have the best understanding of what is most suitable for your account, business and goals; making it crucial to keep that in mind.
While it is helpful to be open to recommendations, it is equally important not to rely solely on them, especially when it comes to eliminating duplicate keywords. It’s crucial to weigh the recommendations against your own expertise and judgment and make the best decision for your account based on your unique goals and objectives.
Our Final Thoughts
In the event that you have already followed Google’s automated suggestion to remove duplicated keywords, it’s important to note that the revised policy will take effect on January 19th.
It’s worth noting that the revised policy will not impact any prior actions you’ve taken on your account. However, since this isn’t a new suggestion, you will need to turn it off if you don’t wish to implement the change.
The open dialogue between advertisers and Google is a positive step towards greater transparency and thoughtfulness for marketers, regardless of their skill level. Not to mention, a significant update at the start of the year may indicate that there could be additional noteworthy revisions to look out for in the future.
The most important thing to remember with this update is to evaluate all account suggestions against your own experience and make the best decision for your account based on your business goals and objectives.
Still not sure where to start? Our Google Ad Agency has years of experience crafting profitable ad campaigns and with insight from our experienced consultants, we can let you know exactly what is needed so that you succeed.
Give us a call today and speak with one of our PPC agency experts, we’ll walk you through the process of Google Ads with ease.