Internet or digital marketing is a competitive landscape,where the daily actions of competitors (& our actions) define what's working and whats not.
Each change for the better across our industry leads to changes in the competitive landscape.
If you're a “copy-cat marketer”, banking your success on the latest "magic-bullet" tactic,
...it must feel like being on a treadmill that keeps getting faster.
It's probably because you are.
Google has always understood this. Google has always known the only two things that matter in Internet (digital) marketing are;
1. the "attention" of
&
2. the "trust" of "end-users".
Google Inc have better utilized the Internet for leveraging data, and expertise to get consumers’ attention, better than any other company.
It's why Google attracts more end-user attention than other "BIG BOY" tech-companies, and why Google will beat Facebook, Amazon and Apple in "The Great Tech-War" to be played out over the next few years.
Google Feels Every User Experience
If their search technology is taking too long to load. Or, if an additional word (of text) on their landing page is too long, that it distracts from their end-user experience --- at the risk of losing their attention.
Google know if a search result doesn't solve an end-user's problem or if the ads on search result pages are overbearing, that they will lose the trust and thus the attention, of that end-user.
End-user attention and trust are Google Inc’s most valued asset, protecting these assets is paramount in everything that Google does.
Google Inc are the most successful digital marketing company on Earth, it’s worth you take notes here!
(if aspiring to succeed in your own digital marketing)
Recently Google Slapped 70K+ Advertisers
Some of these advertisers were spending $1+ million dollars per-month,
...a lot of Internet marketers have struggled to understand why.
It's simple,
Google's not a "tech-company", they're an advertising company.
It doesn't matter what else Google Inc does, the Google brand will always be tied to search.
Google.com gets attention from many millions of “end-users” hourly, because of the value these “end-users” enjoy using Google technology.
Google's proprietary software includes a stable of other attention-grabbing (cloud based) end-user (B2C) and (B2B) systems other than their search engine,
…gMail, blogger, Orkut, adWords, adSense,DFP, Picasa, YouTube & Google+ to name a few.
Google's solutions attract a lot of attention because they’re valuable tools that cost users nothing to utilize.
The web properties that host Google’s tools are mostly ad supported.
(free to air revenue model)
The Google brand solves more "end-user" problems (daily) than any other brand on earth.
End-users have grown "more and more" dependant on Google for answers to questions about everything,
...health records, transport, finance, images, patents, videos, groups, forums, shopping, books, directions, news and even social engagement between friends and family.
More than 70% of mobile and desktop Internet users world wide, rely solely on Google's proprietary search engine to solve these problems.
All of this trust and attention converts into a targeted, intelligent and responsive audience.
Google sell this attention to advertisers, much the same way newspapers, TV & radio station do.
Only Google sell their audiences attention much more intelligently that other forms of media,
(which is why advertising budgets everywhere, continue their move towards the web)
...charging by page impressions.
Every Google search result represents a probably solution, to somebodies problem (by keyword), every search result is a unique web page (impression) with sell-able ad inventory.
Google sell nearly "9 Billion dollars worth" of ads, placed on this kind of inventory each financial quarter.
The number of quality advertisers cued up to buy these ad impressions from Google is proportionate to the quality of Google's ad inventory.
Remember, Google know each “end-user’s” problem in “real-time”, that they are sitting at home (or work) on a computer, if not roaming on their “unique mobile device”.
Advertisers can buy ad placements to present solutions to each of the these people (with the problems) who search 24/7.
Advertisers will always advertise where the advertising works.
Google’s Main Focus Is Not Their Advertiser Customers (B2B)
A similar number of people will wake up tomorrow searching for “car insurance” regardless of how many “car insurance” advertisers want to place ads,
...Google's search result pages display ads contextually, relative to search queries.
Therefor, the quantity of ad inventory Google has to sell to "car insurance advertisers" tomorrow, is proportionate to the number of "car insurance researchers" searching Google tomorrow.
It's got nothing to do with the number of advertisers wanting to place ads with Google tomorrow.
So, banning all the advertisers responsible for delivering poor experiences to Google's “end-users” is in fact, growing Google's business.
(despite Google refusing to accept hundreds of millions ($) in advertising dollars from all these advertisers)
Let Me Explain
Every time a Google “end-user” suffers a poor search experience,
...Google are at risk of losing their trust and attention.
The Google brand (audience) was built by attracting, and holding onto consumers attention,
...not losing it.
A trend of losing consumer attention leads to a decline in Google's “end-user” search volume (hourly),
...resulting in a decline in search result page impressions.
A decline in search page impressions means less search ad inventory Google has to sell.
(Googles biggest earner --- by far)
It doesn't matter how many advertisers Google has lined up to give them money,
...if Google's "end-user" experience is not “top-shelf”, Google loses the attraction drawing their advertisers to want to advertise with them in the first place.
(lots of quality “eye-ball” sets)
Diminished demand for quality ad inventory leads to a lower (average)"cost-per-click" paid to Google by advertisers in their AdWords auction.
Just like any other media network,
...the better quality (and volume) of audience attention, the more advertising revenue it generates.
By banning poor advertisers across their entire network,
...Google are protecting their ad inventory by preserving the integrity of their “end-user” experience.
The fringe benefit of this same cleansing process is that Google are sending all of their poorer advertiser away,
... to advertise on the other search ad networks.
(Google’s competition)
So whilst the quality of Google's “end-user” experience is being enhanced (through a better experience) on Google sites,
...the “end-user” experience on Google's competitor sites,
(in search)
...will be diminished (by lesser quality paid search results) as long as they continue to accept Google's rejected (poorer quality) advertisers.
This trend pushes the competitions disgruntled “end-user” (searchers) to switch and use Google search.
(for a better search experience)
The take away from all of this (in my view) is a counter intuitive look at how Google earns most of her money,
...charging B2B advertising clients to place ads on search result pages.
To get more money out of advertisers Google do what it takes to protect the integrity of their two greatest assets,
...the “attention” & “trust” of their “end-user”.
Google’s able to exclude B2B customers they don’t want,
(because of an excess in advertiser demand)
...gaining the “full-attention” and “trust” more “end-users”.
Be interested. Not interesting!
Simon U Ford
Engage smarter!
P.S. Download the attached PDF for a visual (flow chart) of what was explained in this eMail.