Why Digital Marketing Professionals Should Limit Their Demands From Google

Google is today the number one search engine in the world, and is being used by people in almost every country. Their Adwords digital marketing platform is being utilized by millions of businesses to drive targeted traffic to their websites, and Google is continuously growing as a digital marketing powerhouse. Though most digital marketing research agencies see a bright future for Google, there are a few who predict that this advertising giant will soon be toppled.

When it comes to giving a definitive answer about who this giant killer could be, our honest answer would be 'us'. Today, companies are demanding such a high level of performance from Google, that soon the management of the search engine may feel forced to make some questionable decisions. Everyone knows what happens after an earnings call. Google sets some really high targets, and misses them by a whisker. The stock markets plummet because most people feel that if Google cannot achieve their numbers, then how can other companies?

So, if you are on the top management of Google, what will you do? It's simple. You just get your innovation team to think up better ideas to gain more revenue (and this is where there is a possibility of the company doing something questionable). Presently, Google has access to realms of statistical data, which would enable analysts to accurately figure out how much profits are collected by businesses that are running digital marketing campaigns on its Adwords platform.

For example, we can hazard a guess that Google will be easily able to estimate how many smartphones were sold online by a particular dealer. With these details, they can decide to charge around three cents more across all keywords in the mobile phone category, while still remaining profitable to digital marketing clients, and earning more revenues from advertising.

Shielding Google

Putting up a defence for Google is kind of challenging. The search engine is sort of like a country club. Whether keywords, link building activities or quality score, Google decides the rules for search engine rankings, and everything is considered fair because the same rules apply to all digital marketing advertisers. They offer some general tips on how their services can be used to get more profits, but it is up you to follow those tips or not. Some digital marketing campaigns succeed, while many languish by the wayside.

It is quite simple really. If you decide to use Google's advertising services for your digital marketing campaign, you have got to follow the rules. If Google wants to increase advertising costs, they have every right to make more profits. So maybe it's time we backed off, and allowed Google to continue providing their great service without asking for more features.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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