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Google has a problem. A big, big problem. It turns out that search engines aren’t actually inherently worth any money. Since Google lists any page on its search results for free, and since Google’s search engine is available to use for free, the largest search engine company on the planet (and its shareholders) are slowly discovering an unalienable fact: it’s hard to make money off a search engine. So what do you do if you run a company whose net worth of billions is largely based on the success of its largely-worthless search engine?
The answer is easy: relentlessly monetize anything and everything possible about the search engine experience, and constantly change your policies to force people to utilize those monetized services.
We’ve seen Google do this repeatedly, most recently with this new Hummingbird update, and a few months ago with their Penguin update, which was ostensibly aimed at making life difficult on black hat SEO types but really ended up penalizing small businesses who engage in any SEO to compete with the big boys. This seemed deliberate, as the main choice these businesses then faced was either paying Google for PPC ads or suffering from lower rankings and being relegated to back pages in search results. (See this past blog post in which we cover this issue in more detail.)
Unfortunately, it didn’t end there. Google has now updated their policies regarding the availability of search terms. Google is now encrypting and will no longer provide the specific search terms used to generate organic clicks, and so webmasters can now only access the specific terms generated by Google PPC ad clicks.
It’s not hard to see how this happened to Google. Many people have invested in the company without fully understanding their business model and the way monetizing search engine traffic works. These investors are now understandably demanding a return on their money, and this has put Google in the position it is in now. It’s hard to blame Google for making these changes from a business standpoint, even when the end result may not necessarily be the best thing for your bottom line. Google is a business, and businesses need to make money or die. This is the easiest and perhaps best way Google has to monetize it’s primary product, and it took the opportunity. In the end, this model will likely become the standard practice in the industry.
You may be asking yourself right now, “Why should I capitulate? There are other large search engines! I’ll just use the information they provide, and not worry about Google!” While this may seem like a good idea, and while focusing solely on Google is not a good idea (we explain why here), the truth is that Google is the 400-pound gorilla in the room of search engines. Bing and other smaller (but still large) search engines like Ask only collectively account for around two-thirds of all searches, and the vast majority of the searches on those engines are for the term “Google.” There are also demographic differences between Google users and users of other engines, sometimes very large differences, and these may change the relevance of their search term information enough to really make a difference for your business. The fact is that when it comes to search engines, it’s Google’s world, and everyone else just lives in it. This means that for better or worse Google, and its policies, ct of online marketing life that must be reckoned with.
So what does all this mean for your business? If your business is not a large player with a big share of the online market in its field (which it probably is not), then the answer is simple: if you want to be able to see the exact terms people are using to find your business, you are going to have to start a PPC campaign. If you don’t understand why knowing the exact terms is important, we covered that in this earlier blog post.
There is both a downside and an upside, however, to being forced into a PPC campaign. The down side is that PPC costs money. In the current economic climate, many savvy and/or frugal business owners are loathe to spend more money than they absolutely necessary, and expanding a marketing budget that may already be a large part of overhead is not an idea that is particularly relished. The upside, however, is that PPC campaigns are often much less expensive than other traditional marketing modes, and a well-managed PPC campaign rarely actually costs more than it generates in additional revenue. We explained why in a past blog post on how to manage PPC campaigns, but it really boils down to the way the PPC model works. You are literally only paying for ads when they actually send customers to your site, and as long as the campaign is effectively managed, this will never fail to be a net revenue generator. The truth is that in a business world that is growing increasingly orientated towards the internet, any business that wishes to be successful would do well to run a PPC campaign, and if this is the kick in the pants you need to bring your business into the 21st century, you may very well bless the day this happened.
Managing a PPC campaign can be time-consuming and difficult for the novice, however, and that’s why we here at The Click Experts offer PPC campaign managing by experienced professionals. We work tirelessly on behalf of our clients to ensure that the money they spend on PPC ads is well spent. With The Click Experts managing your PPC campaign, you can rest easy knowing that every dollar is generating the maximum revenue for your business without the need for you to spend hours managing the details and sweating the minutiae. It’s time to get your business the online presence and sales it needs and deserves in this brave new digital world. For a free quote and see all the benefits working with The C,lick Experts has for your business, be sure to contact us today. You’ll be happy you did.
If you would like to learn more about the Panda, Penguin, and Hummingbird updates and how they may effect your business, watch this informative video:
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