The Google Myth: A Reality Check

If LinkedIn had a downvote button, I'm pretty sure the super fans would grace this post with their distaste.  Someone has to say that the Emperor has no clothes, so here I go!

I'm Google certified and all that implies. (^^,) It was my practice to certify everyone in my shop as well.  After all, if Google says you can pass the test - instant vetting done!  However, let's be real.  Google cert just says you can push buttons, operating on their platform.  While handy, looks are deceiving and it does not separate me from other PPC professionals in any way.

Aside from tool certification, I have other beefs with the Google network as your primary digital destination strategy.  It only covers 14% of the web and 60% of search.

 I know you can find stats that will tell you the story you want to hear.  Let me tell you what you need to hear.

I wrote about Google's OTA threat a few years back.  It's progressing and if the engine is jacking your traffic and booking directly from results...what does that do?  1) It degrades what you can take credit for and what you can count.  2)  It runs your CPC through the roof just to maintain previous levels.  And, do you really think you can outspend Google?

Google's ad network is robust, but since the IOT, it's been shrinking in the possible landscape of buying power.  Disguised as slightly programmatic, it's easy to believe your re-targeting is really covered.  Tell ya what, Facebook beats Google in re-marketing tools every day and twice on Sunday.

Tapping into true networks including the IOT means reaching visitors where they are and not assuming that Google is the only option for travelers to recieve information. Got a Roku?  Can't buy ads on that through Google.  After a disaster with Dish Network - you cannot broker Cable through Google anymore either.  Apple TV?  They have their own network to serve.  As do a host of other media property owners.

I'm not suggesting you throw the baby out with the bath water, I still will run Google on the daily for clients.  But, I want to temper your enthusiasm and natural inclination to run ONLY Google.

He's a Big Un.  He's after your visitor dollars, and he's not the only fish in the sea.

Search itself is changing as I type this, it's becoming less important with the rise of good content.  Maybe not in droves today, but it's moving that way.

This is opinion based on trajectory and a little prognostication, so take it as free advice.  I've only had 23 years in digit marketing, so what do I know? :-P

Peace, Love and Bedtax,

Jenn