Does your competition include Google?
Sep 19, 2007 Google Adwords
I guess it’s inevitable, Google is growing exponentially in every direction possible in much the same way the Borg will eventually take over the universe. I’ve seen it happen from the beginning, Google competing with other companies, developing their own brand of products that are uniquely “Google” and buying the competition shortly afterwards. In this way, no one really hates Google because they try innovation first. Every once in a while though, Google has to be put in their place for anti-competitive tactics.
I’ve seen it happen in more than one vertical now; in fact I can count at least three or four distinctly uniquely competitive spaces where an ad for Google has reared it’s ugly head in the SERPs. To protect the identities of my clients, I won’t mention which keyword playgrounds in particular, just be aware that Google can quickly become competition for the same clicks you are hunting for. Granted, this whole controversy has come up in the past on the Adsense network, where Google often inserts their own ads.
The search network is unique however, because Google is more or less selling placements to advertisers that compete against each other. Enabling Google to compete with your Adwords campaigns is a losing game. For the most part, their ad quality is usually pretty poor, and positioning relatively low. However, for those competitive spaces where appearing on the front page SERPs is critical, Google is pushing out ads that should take precedence.
Are you feeling any emotions of anger, resentment, and frustration yet? No? Read on…
Google Plays Dirty
If competing with advertisers on Adwords isn’t bad enough, Google also enhances their display ads (low quality remember) with additional eye candy. On one of my clients Adwords campaigns, I noticed Google displaying ads that featured not only a local city listing, but also a 150×23 pixel Google Checkout banner image.
Now, I’m no expert in eye mapping technology, so I’ll let you be the judge: to which ad would your eyes tend to gravitate?
Toyota Tercel from $500
Unbelievable selection of mint condition
used Toyota Tercels. Sale ends today!
www.UsedToyota.com/Toyota-Tercel
Google Hybrid Tercel $500
Yes, we make cars now, whodathunkit?
They’re lean, green, they’re Google!
www.Google.com/Hybrid-Tercel
Case closed. Granted, after a lengthy discussion on the telephone with Adwords representatives including the strategic use of the terms “class action,” “monopolistic,” and “anticompetitive” the ads in question were promptly removed. I’ll give credit where credit is due, thank you Adwords reps.
But on the other hand: for shame Google Marketing Team, for shame!
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