As the digital advertising world continues to evolve, Google Ads has embraced automation, significantly changing the way PPC strategies are executed. With 2026 just around the corner, it’s important for SEO and PPC professionals in NYC to adjust their strategies for maximum effectiveness. In this article, we’ll dive into five outdated Google Ads tactics that should be phased out in favor of smarter, more efficient approaches. Let’s prepare for a more automated, data-driven future.
1. Relying on Phrase Match Keywords
For years, phrase match keywords were the sweet spot for advertisers looking to strike a balance between control and reach. However, with the rise of Smart Bidding and broad match types, phrase match is now limiting your ad potential. Broad match, powered by advanced AI, delivers more precise results based on multiple user intent signals.
Pro Tip: To scale efficiently, consider focusing on exact match keywords, which offer more control, or experiment with broad match and rely on automation for optimized targeting.
2. Skipping Standard Shopping Campaigns
Despite Google’s push for Performance Max campaigns, standard shopping campaigns are still showing impressive results. In fact, many advertisers have seen better performance with standard shopping since the ad rank update in late 2024. Standard shopping campaigns offer clear attribution and greater control, making them a safer choice if you’re concerned about brand safety.
Why it matters for NYC businesses: If you’re looking to maintain tight control over where your ads appear or prefer clearer reporting, standard shopping campaigns may still be the way to go.
3. Making GA4 Your Primary Conversion Action
While Google Analytics 4 (GA4) provides comprehensive data, it’s not the best solution for real-time conversion tracking in Google Ads. GA4’s imported events are delayed, which can lead to inaccuracies in reporting and bidding.
Best Practice: Align your Google Ads conversion tracking with Google Ads’ native conversion tags or third-party tools like Elevar for the most accurate data and real-time insights, ensuring your Smart Bidding strategies perform at their best.
4. Letting Performance Max Capture Branded Terms
Performance Max campaigns are designed to optimize for conversions across all Google channels, but they often prioritize branded terms, which can skew your campaign results. By allowing Performance Max to capture these terms, you might inflate your Return on Ad Spend (ROAS) without truly growing your audience.
What to do instead: Separate branded terms into their own campaigns for more control over budget allocation and bid strategies. This ensures you’re driving incremental traffic rather than just capturing easy wins.
5. Over-Pinning Responsive Search Ads
While responsive search ads (RSAs) are a powerful tool, over-pinning headlines and descriptions can reduce their effectiveness. By limiting the number of pinned assets, you allow Google to test various combinations of headlines and descriptions, finding the best-performing combinations more efficiently.
Key Insight: Don’t chase a “perfect” ad strength score. Treat ad strength as a diagnostic tool to improve creativity, not a direct indicator of performance. The goal is to feed Google’s AI the best possible data and let it do the heavy lifting.
As 2026 approaches, it’s clear that Google Ads will only become more automated, making it essential for businesses to stay ahead of the curve. At SEO Guru NYC, our PPC management agency in NYC specializes in optimizing Google Ads campaigns for maximum ROI. If you’re looking to adjust your strategy to fit the evolving landscape, we’re here to help you succeed.
Need expert help managing your PPC campaigns? Contact us today to get started with tailored PPC solutions that drive real results and save you time!
