Google's Remove Redundant Keywords Recommendations Have Changed

Google made a significant change to how it identifies redundant keywords in Google Ads. Previously, the recommendation only flagged keywords within the same match type. Now, Google considers keywords with the same text across different match types as potentially redundant. This shift has major implications for advertisers who rely on layering exact, phrase, and broad match keywords for strategic campaign management.

Understanding these changes--and how to maintain control over your keyword strategy--is essential for protecting campaign performance and maintaining the precision targeting that drives conversions. Our professional SEO services team can help you navigate these changes and optimize your PPC strategy for maximum results.

Understanding Keyword Match Types in Google Ads

Before diving into the changes, it's essential to understand how keyword match types work in Google Ads. These match types determine which searches can trigger your ads, and they've been a foundational element of PPC strategy for years.

How Each Match Type Works

Broad Match keywords reach the widest audience by matching to related searches, synonyms, and variations. A broad match "running shoes" might show for queries like "best shoes for jogging" or "athletic footwear sale."

Phrase Match keywords show your ads when searches include the exact phrase in sequence. A phrase match "digital marketing agency" could trigger for "local digital marketing agency" or "affordable digital marketing agency."

Exact Match keywords provide the most precise targeting, showing ads only for searches that match the keyword exactly or with close variations. An exact match "PPC consultant" primarily triggers for that exact term or very close variants.

The Strategic Value of Match Type Layering

Historically, sophisticated advertisers layered multiple match types to balance reach with precision. This approach allowed them to capture a wide net with broad match while maintaining control over high-intent searches through exact match keywords. The new redundant keywords recommendation directly challenges this strategy by encouraging advertisers to consolidate to broader match types.

The January 2023 Change: What Google Actually Changed

On January 19, 2023, Google expanded the definition of redundant keywords to include keywords across different match types. This means if you have an exact match "digital marketing services" and a phrase match "digital marketing services" in the same ad group, targeting the same final URL with similar bidding strategies, Google may now flag these as redundant.

What This Means in Practice

When Google identifies these cross-match-type redundancies, the system recommends keeping the broadest match type and removing the more restrictive ones. So if you have all three match types--broad, phrase, and exact--Google will recommend keeping only the broad match keyword and removing the phrase and exact matches.

Google's Stated Reasoning

Google's official position is that their AI and machine learning capabilities have improved significantly, making them better at matching user intent regardless of match type. They argue that:

• Smart Bidding combined with broad match can effectively target relevant searches
• Fewer keywords mean simpler account management
• Performance shouldn't degrade with this change
• Advertisers benefit from reduced complexity

However, many advertisers have raised valid concerns about losing the precision targeting that comes with exact and phrase match keywords, particularly for high-value commercial queries where intent matters significantly.

Why Advertisers Were Concerned

The PPC community's reaction to this change was notably negative, with several legitimate concerns emerging:

Loss of Control After Opt-In

The most significant concern was that Google changed the rules of a recommendation after many advertisers had already opted into auto-apply. What advertisers thought they were agreeing to changed midstream, without an opportunity to reconsider their settings.

Precision Targeting at Risk

Exact and phrase match keywords allow advertisers to maintain precise control over which searches trigger their ads. For advertisers in competitive industries or those with specific target audiences, this precision is crucial for maintaining acceptable ROAS.

The Precedent Question

Advertisers worried this sets a precedent for future changes where Google modifies automated recommendations without clear notification or opt-in re-confirmation.

Alignment of Interests

Critics noted that Google's interest in simplification (fewer keywords to manage on their end) may not align with advertiser interests in maintaining granular control over targeting.

How to Manage the Remove Redundant Keywords Recommendation

Taking control of this recommendation starts with understanding your current settings and making intentional choices about how you want to manage keyword deduplication in your account.

Reviewing Your Current Settings

1. Navigate to the Recommendations section in Google Ads
2. Look for the "Remove redundant keywords" recommendation
3. Check whether auto-apply is enabled for this recommendation
4. Review the Recommendations History to see if any keywords have already been removed automatically

Disabling Automatic Keyword Deduplication

If you want to maintain manual control:

1. Go to Recommendations → History
2. Find the "Remove redundant keywords" entry
3. Click Disable to turn off auto-apply
4. Alternatively: Recommendations → Manage → Maintain your ads → Remove redundant keywords
5. Toggle off the auto-apply option

This prevents Google from automatically removing your keywords and ensures you can review and approve each change individually.

Working with an experienced SEO agency can help you develop a comprehensive keyword strategy that balances automation with the precision control your campaigns require.

Search Intent Considerations When Managing Keywords

One of the most critical factors in determining whether to consolidate keywords is understanding the search intent behind different query types.

Why Search Intent Matters

Different match types capture searches with different intent levels. A broad match "marketing services" might trigger for informational queries like "what is marketing services," while an exact match "marketing services pricing" captures high-intent commercial searches.

When Precision Matters More Than Reach

For certain campaigns and keywords, precise intent matching is more valuable than maximum reach:

• High-value products or services: When average order value is high, the cost of irrelevant clicks matters more
• Competitive industries: When CPCs are high, every irrelevant click eats significantly into budget
• Niche targeting: When you have a specific target audience, broad match may reach too broadly
• Compliance requirements: Some industries have restrictions on who can see certain ads

Balancing Reach and Precision

The optimal approach often involves strategic layering:

• Use exact match for your highest-value, most specific keywords
• Use phrase match for modified variations that maintain core intent
• Use broad match carefully for genuinely exploratory campaigns
• Regularly review search term data to understand what's actually triggering your ads

Technical Implementation in Google Ads

Understanding the technical aspects of how keyword deduplication works helps advertisers make informed decisions and troubleshoot issues.

How Google Identifies Redundant Keywords

Google considers keywords redundant when they meet these criteria:

• Same keyword text: The keywords are identical or very close variants
• Different match types: One is broad, phrase, exact, or some combination
• Same ad group: The keywords are within the same ad group structure
• Same destination URL: Keywords point to the same final URL
• Similar bidding strategy: Keywords use the same bidding approach

What Triggers the Recommendation

The recommendation appears in your account when Google detects potential cross-match-type redundancies. The frequency and visibility of this recommendation depends on your account structure and whether you've made recent keyword additions.

Finding Keywords Google Has Removed

If you're concerned about keywords that may have been removed:

1. Check Recommendations → History for a log of all applied recommendations
2. Use the "Removed keywords" filter in the Keywords tab
3. Review change history exported from your account
4. Compare current keyword lists against historical exports

Understanding Historical Data Impact

When keywords are removed, their historical performance data remains in your account. However, the inability to re-activate those exact keywords (they may need to be re-added) can complicate account management and reporting.

Measurement and Monitoring Strategies

Proactive measurement is essential for understanding how keyword changes affect campaign performance and catching issues before they become costly.

Key Metrics to Track

Before making any changes to keyword match types, establish baseline metrics:

• Conversion rate: How many clicks convert to desired actions?
• Cost per acquisition: What's the cost to acquire each customer?
• Search impression share: Are you capturing available impressions?
• Click-through rate: Are your ads resonating with searchers?
• Quality Score components: How are expected CTR, ad relevance, and landing page experience?

Monitoring Search Terms with Broad Match

When relying more on broad match keywords, search term monitoring becomes critical:

• Review the Search Terms report weekly for smaller accounts, daily for larger accounts
• Add negative keywords for irrelevant queries that appear frequently
• Look for patterns in low-performing search terms
• Create automated rules to flag concerning search queries

Performance Recovery Strategies

If you notice performance degradation after keyword consolidation:

1. Re-add specific match types for keywords with clear performance issues
2. Adjust bids to compensate for changes in match type behavior
3. Test incremental changes rather than wholesale restructurings
4. Segment campaigns by match type for clearer performance visibility
5. Escalate to Google Ads support if you believe automated changes caused measurable harm

Conclusion: Taking Control of Your Keyword Strategy

Google's expansion of the "Remove redundant keywords" recommendation represents a significant shift in how advertisers must approach keyword management. While Google positions this as a simplification that won't hurt performance, the change fundamentally alters the control advertisers have over their match type strategies.

The most important action you can take is to review your current auto-apply settings and make an informed decision about whether you want Google automatically consolidating your keywords. For most advertisers concerned about precision targeting, disabling auto-apply and manually reviewing any recommended changes is the recommended approach.

Remember that successful PPC management has always required balancing automation with human judgment. This change simply reinforces that principle--automation can help with efficiency, but the strategic decisions about who you want to reach and how remain fundamentally in the advertiser's hands.

Stay vigilant, monitor your performance, and don't hesitate to make adjustments that serve your specific business goals. The tools and recommendations Google provides are suggestions, not requirements. You remain in control of your campaigns. For personalized assistance with your Google Ads strategy, contact our team to discuss how we can help you maintain optimal campaign performance.

Sources

• Search Engine Land: Google's "Remove redundant keywords" recommendations have changed
• Optmyzr: Google's 'Remove Redundant Keywords' Recommendation
• Google Ads Help: About keyword matching options