Leaning Tower of Google
A recent change with Google Adwords has them leaning left. The ads that usually line the right side of desktop searches have disappeared. Now the top 4 spots at the top will be ads and usually some at the bottom. What can we learn?
#1 - Google Knows How To Make Money
Google makes the vast majority of their money from Google Adwords. They just made it harder for those companies who were unwilling or unable to bid on traffic in the top couple of spots. Prices will move up for those top spots as the competition for eye balls just got a lot more fierce. Google will make more money from this strategy. They've tested this out and have the best analytics on the planet. Money tree firmly planted.
#2 - Getting Found Just Got Harder
Some of my clients had found a sweet spot on that right side. Lower costs and more committed buyers because they were reading ads and not just going for the top 1 or 2. ? The strategy must change.
?Most people don't scroll to the bottom or click next page.
#3 - Diversify Your Channels
If you're one source of new leads was Google Adwords, life just got more expensive. You have to diversify and have multiple channels where people can learn about your products and services.
There will always be one channel that is the most effective for you. That's just the way it is. But, you must have a strategy for more than one, so that your future is not tied up in a change that is out of your control.
What impact has the leaning tower of Google had on your business?
Business Coach Helping Roofing Company Owners "Uplevel To Sell"
9 年Totally agree James! Adwords can be great for lead generation, just don't let it be the only thing.
Business Coach Helping Roofing Company Owners "Uplevel To Sell"
9 年Thanks Dianne! Something out of your control would be the opposite of your "Money Metric".
Orthodontist at Playa Vista Orthodontics
9 年"...so that your future is not tied up in a change that is out of your control." That's the important takeaway in your article. Not putting your business at risk by depending on other companies to not make any changes.
Business Coach Focusing on Business Growth
9 年Excellent points, Josh! Although I do not use Google Adwords, there's a lesson here for all business owners and that is that you cannot build and sustain your business by heavily depending on only one tactic, especially when the assured and continued use of that tactic is essentially out of your control. Your article reinforces the wisdom of having a multi-faceted approach to marketing your business, no matter what kind of business you own. As you stated, there will always be one channel that works exceptionally well for your business. But never let your business become dependent on that one channel. As happened with Google, you don't get much warning of major changes, which can leave you and your business "leaning" so far over that it crashes to the ground in a pile of dust. Google's recent changes are a reminder for us all. Thanks for a nice article, Josh!