Skip to content

The Web Authority

From McCord Web Services – Google Partner and Web Visibility Experts

Category: AdWords

Posted on May 20, 2025

The Unexpected Impact of Old Web Pages on AI Search and Ad Results

AI's Impact on PPC Marketing Strategies and Google Ads

Artificial Intelligence (AI) is transforming how businesses operate, especially with tools like Google’s AI-driven search results and advertising campaign types in Google Ads  like Performance Max. While these advancements bring convenience and automation, they can also lead to unexpected outcomes if not carefully monitored and managed. One such issue is the impact of leaving outdated web pages on your web server.

This seemingly minor oversight can have serious repercussions, including misleading AI-generated search snippets, inaccurate ad content, and customer service challenges. Here’s what you need to know to avoid these pitfalls.

The Problem with Outdated Web Pages

Google’s AI and Web Crawling

Google’s AI engine is designed to crawl (or “spider”) everything it finds on your web server. While this comprehensive indexing is key to ensuring your website is discoverable, the AI doesn’t differentiate between current and outdated pages. This can result in old, irrelevant content being factored into search results and even Google Ads ad copy.

For example, imagine you’ve transitioned to a new website but forgot to take down pages from your previous site. Google’s AI may still access these old resources, leading to confusion. This issue becomes even more problematic in AI-driven features like Performance Max Ads and organic AI search snippets, where AI pulls text from available web pages to craft ad content or highlight prominent information in search results.

A Real-Life Example

To illustrate the potential fallout, consider a recent incident involving a doctor who launched a revamped website for their practice. Unfortunately, old pages from their previous site were left on the server. These outdated pages mentioned a service the doctor no longer provided.

Here’s how the situation spiraled:

  1. AI-Generated Ad Content

Google’s Performance Max Ads generated ad copy referencing the outdated service. The AI pulled this information from the old pages, resulting in promotional ads for a service the doctor didn’t offer. It is important to know that you cannot see all versions of AI generated ad text in the Google Ads control panel. Google Ads may even create campaign ID’s that are not displayed in your account leading to further problems in trying to solve an issue.

  1. Organic Search Snippet Issues

AI snippets in organic search results also prominently mentioned the outdated service. To make matters worse, the snippets referenced promotional offers and price points pulled from another doctor’s website. However, the way the information was presented at the top of the Google search results page, it made it seem like the offers were linked to the physician’s practice.

  1. Customer Confusion

Customers searching for this service began reaching out to the doctor, expecting to book an appointment. When they found out the service wasn’t offered, it created a poor customer experience and eroded trust in the business.

This scenario highlights how leaving outdated pages on your server can cause real-world problems for businesses and professionals leveraging AI tools.

Why This Happens

AI-driven tools, such as Google’s algorithms, operate based on the data they find. They are not inherently “intelligent” in discerning outdated or incorrect information. Their primary goal is to provide the most relevant content based on keywords and user queries. If outdated web pages exist on your server, the AI assumes that data is still current and valid, incorporating it into both search outputs and advertising frameworks.

The Potential Consequences

Failing to address old web pages can result in:

  • Misinformation in AI Search Results

Outdated content can confuse potential customers and damage your reputation if it’s tied to services or products you no longer offer.

  • Flawed Ad Text in Performance Max Ads

AI-generated ad campaigns may promote irrelevant services or products, leading to wasted ad spend and frustrated customers.

  • Customer Service Challenges

Misinformation from AI tools can lead to a barrage of inquiries for services you don’t provide, diverting your team’s time and resources.

  • Brand Credibility Issues

When users encounter misleading or inconsistent information about your brand, it can erode trust and impact your industry reputation.

How to Avoid These Pitfalls

Preventing these issues starts with proactive website server management. Here’s how you can safeguard your brand from unintended AI consequences:

  1. Audit Your Web Server Regularly

Perform routine audits of your web server to identify and remove outdated pages. A tool like the Google Search Console can help you discover pages still indexed in search engines.

  1. Set Up Redirects

If old URLs have been indexed by Google, use 301 redirects to guide users (and search engines) to current pages. This ensures no one lands on outdated content.

  1. Use Robots.txt and Meta Tags

To prevent search engines from crawling outdated pages, update your robots.txt file or add a noindex meta tag to those pages. But better yet, remove the page from the server entirely and use a 401 notification and even block the old file URL in your robots.txt file.

  1. Monitor Performance Max Ad Copy

Regularly review the ad copy generated by Google’s Performance Max campaigns to ensure accuracy. If you notice AI pulling incorrect details, address the source of the content immediately.

  1. Plan Before a Website Transition

If you’re launching a new website, work with your development and SEO teams to decommission the old site properly. Remove all outdated content from your server before going live with a new website.

  1. Stay Up to Date with AI Tools

Google and other platforms frequently update their AI algorithms. Follow their announcements to stay informed about changes that could affect your search or advertising performance.

Take Control of AI for Better Results

AI tools like Google’s search and ad platforms are incredibly powerful, but they work best when supplied with accurate and up-to-date information. By actively managing your web presence and eliminating outdated content, you can ensure AI serves your business rather than misrepresenting it.

Don’t allow something as simple as forgotten web pages to create confusion, damage your reputation, or waste valuable marketing resources. Take these steps today, and keep your business positioned for success in an AI-driven world.

For more insights into AI search and ad strategies, or for help optimizing your business content, subscribe to our blog or get in touch with our experts.

If you are a one of our customers, ask us for a server review to assure that old pages and archived content do not exist and that services or products no longer offered are not archived on your web server.

 

Posted on November 22, 2024

Navigating the US Antitrust Trial Over Google Ads

Team reviewing a proposal from McCord Web Services.

On September 9th, Google faced a new antitrust trial centered on allegations of monopolistic behavior in digital advertising. This trial raises several concerns among our clients—chief among them being the trustworthiness of Google, the fairness of advertising costs, and the potential breakup of Google Ads. 

While the trial unfolds, it is crucial to understand that any resulting changes will be implemented gradually, ensuring that your advertising costs remain transparent and competitive. Google’s defense argues that the digital advertising landscape is far more complex and competitive than depicted by the federal government. However, for those concerned about the potential impact on Google Ads, consider exploring alternative platforms like Microsoft Advertising and Facebook Ads.  

Rest assured, we are committed to maximizing the value of your ad spend and will keep you updated on any developments affecting your advertising strategy. 

Posted on November 22, 2024

Google Ads Update

Google Partner Badge

Google Ads has introduced AI-powered enhancements to its Performance Max campaigns, focusing on asset testing, video optimization, and improved campaign management. Key updates include the integration of the Imagen 3 AI model for generating high-performing visuals. Advertisers will also benefit from advanced asset testing, allowing us to measure the impact of supplementary elements like images and text on product-feed campaigns.  

Additionally, a new Ad Rank-based system will replace automatic prioritization, determining which ads are served when multiple campaign types target the same products or services.  

These updates provide advertisers with new opportunities for us to optimize campaign performance, especially as businesses prepare for the holiday traffic season. The rollout of these features starts immediately, with some, like retail asset testing, available earlier in November. 

Posted on June 21, 2023

The Value of Using a Google Partner for Google Ads Management

Put Google Ads to work for you with new AI tools.

It just makes sense to get more sales from your investment in paying an account manager with experience to manage your Google Ads program.

How So?

Google Partners are companies that have been certified by Google to manage Google Ads campaigns for businesses. They have the latest Google Ads product knowledge to set up and run campaigns effectively so you can stay focused on your business.

Google Partners have built a relationship with Google and harness Google’s ability to drive long-term success. Google Ads offers Partners benefits focused on education, insights, access, support, and recognition.

1. The value of a Google Partner is that a Partner can help you achieve your business goals by providing you with the latest product knowledge and insights.

2. They can optimize your Google Ads campaigns for better performance, as well as provide you with data-driven insights to make informed decisions, and help you stay ahead of your competition.

3. Partners can also help you save time by managing your Google Ads program for you so that you can focus on running your business.

4. They can help you get the most out of your advertising budget by providing you with the latest product knowledge and insights.

McCord Web Services a Performance Marketing Firm

When you are ready to get serious about promoting your business on Google Ads, it makes sense to consider a Google Partner for the best possible results. Find out more about what we do and reach out to us today for a free estimate.

Posts pagination

Page 1 Page 2 … Page 34 Next page

 

 

Google Partner in Google Ads

Microsoft Advertising Partner

Locations:
Fredericksburg, Virginia Region
Harrisonburg, Virginia Region

Serving businesses nationwide since 2001.

www.mccordweb.com

Facebook Twitter LinkedIn Business Page Instagram YouTube Our Blog

Search

Website Links

  • 1. Website
  • 2. Advertising
  • 3. Certifications
  • 4. Partnerships
  • 5. Visibility
  • 6. Agency White Label

Learn with Help from Christopher Harper

Christopher Harper

Find Out More About Christopher and Our Team.

Get Our Articles by Email

Recent Posts

  • The Unexpected Impact of Old Web Pages on AI Search and Ad Results
  • Support for Our Federal Employees in this Trying Time
  • Starting Today 2-15-25 Google Starts Digital Fingerprinting
  • Reporting Payments to McCord Web Services for 2024
  • Google Ads Shows Year Over Year Click Cost Increases
  • New Certifications for Our Team in Digital Advertising
  • Navigating the US Antitrust Trial Over Google Ads
  • Google Ads Update
  • Google Affirms Support for Third-Party Cookies in Chrome: What It Means for Your Ads
  • Google is Dropping Continuous Scroll in Search Results

Categories

Archives

  • Facebook
  • Twitter
  • LinkedIn
  • YouTube
Proudly powered by WordPress