Wednesday, November 5

🌟 Today’s Highlights:

• Facebook Groups can now switch from private to public

• Google’s AI Mode can now help book event tickets and beauty appointments

• CreativeOS is giving you everything you need to launch ads that work

• 📊 Stat of the Day: Google’s AI Overview coverage saw a 56.8% overall reduction in October, 10x more than the same time last year. (Source: BrightEdge)

• 💡 Today’s Insight: 5 Google Ads tactics to drop in 2026

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⚡️ Today’s Headlines ⚡️

🫥 Facebook will allow private groups to switch to public. Facebook Group admins can now switch privacy settings to public to improve discovery and awareness. All content posted when the group was private will remain private and only accessible to members of the group before it became public.

📊 Messy attribution wastes marketing dollars. Mammoth Growth sets you up with clean data, accurate attribution, and reliable audiences in days. No more guessing →

✨ Google’s AI Mode has new agentic capabilities. Users can now get help with booking event tickets and beauty and wellness appointments in AI Mode. The new capabilities are available to all of Google’s experimental Search Labs users in the U.S., though Pro and Ultra subscribers have access to high limits.

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❎ YouTube removed the option to close mobile ad sidebars. With the removal of the “close” button on sidebar panels in some horizontal mobile video ads, shoppable ad panels remain permanently fixed during playback.

💡 Today’s Insight 💡

5 Google Ads tactics to drop in 2026

🗞 TL;DR - When was the last time you evaluated your Google Ads tactics? If it’s been a minute (or you can’t even remember when), you should know that some PPC best practices no longer fit today’s automated Google Ads environment. Search Engine Land identified the top 5 tactics you should drop in the new year and what to prioritize instead.

💡 Insight - Here are the five common PPC tactics that you should start to move away from:

1. Relying on phrase match keywords. Smart Bidding and broad match rely on multiple intent signals, matching user intent much more accurately. Phrase match has become too limited to scale an account or maintain a level of control.

2. Skipping standard shopping campaigns. Performance Max is still Google’s main focus, but standard shopping campaigns are often outperforming PMax in many cases. Plus they offer greater channel control, a clearer attribution path, and are the safer choice for brand safety.

3. Making GA4 your primary conversion action. GA4 should still be linked for audience building and secondary reporting, but it doesn’t provide the freshness and real-time accuracy enough for optimal Smart Bidding performance.

4. Letting Performance Max capture branded terms. PMax prioritizes easy wins by bidding heavily on branded terms. Your results might appear stronger than they actually are as a result. Better to separate branded traffic into a dedicated brand search campaign.

5. Over-pinning responsive search ads. Ad strength should be treated as a diagnostic tool, not a direct KPI. While it can highlight issues like missing keywords, chasing a top score can result in weaker performance and actual relevance to users.

🔑 Takeaway - With changing user behaviors – in large part thanks to the emergence of LLM-based search – the old hacks aren’t as useful as they once were. Make sure your brand isn’t getting left behind by revisiting what you thought you knew. And when in doubt, test out some of these newer ideas to see how a fresh approach can turn your results around.

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