By Jonathan Baker Google seemed unstoppable. (The operative word is “seemed.”) The latest news about the search giant is not the latest upgrades or inventions but its appearance in court. Yes, even the powerful Google is not above the law and has been at the center of an antitrust case which recently reached a verdict: guilty. What does this mean for brands that advertise on Google? Monopoly In brief, Google has been accused of monopolizing the worldwide web. These accusations were brought by the U.S. Justice Department in 2020. As summarized in NPR, the Justice Department claimed the powers that be at Google stifled competition from other search engines. They accomplished this by paying off website creators to set Google as the default search engine. After a four-year debate, U.S. District Judge Amit Mehta recently declared: “Google is a monopolist, and it has acted as one to maintain its monopoly.” This raises the question noted above: How will the U.S. Justice Department’s decision impact online marketing and advertising? Changing Strategies Whatever Google’s next move might be—whether appealing the court’s decision or selling off assets to make reparations—marketers and advertisers must be prepared to act now. This high-profile case signifies what MarTech calls “a seismic shift” in the sector. The need to pivot, adapt, and rethink and restructure ad strategies has never been more important. This may well be the time to diversify… Diversification If ads have performed well on Google, marketers might consider spreading or strengthening their visibility on one or more social media sites, such as Facebook, Instagram, LinkedIn, and Pinterest. Additionally, there are other search engines to advertise on. (Bing, for example, has benefits many marketers may not be aware of, which are detailed in this blog.) Similarly, marketers should consider… Different Types of Platforms Cross-platform strategies takes diversification further. For example, with the increasing popularity of streaming services, a strategically placed video via programmatic advertising has the potential to make a favorable impression. Then, there is the subtle but impactful method of contextual advertising, where an ad appears on a website—but is relevant to the content on the site. Safety Steps to Follow Whether marketers and advertisers choose a social media site, another search engine, or a cross-platform strategy—or all—there are steps to take before launching a campaign. These steps include: Testing and Optimizing This may seem obvious but for marketers and advertisers who have relied primarily on Google for visibility and reach, testing and fine-tuning a campaign via a new kind of strategy cannot be overemphasized. Prioritize Transparency With the increase of first-party data—where practices on collecting consumer data are clearly outlined—transparency has become second nature to many marketers and advertisers. By adapting new ways of branding, however, staying transparent is imperative. This also ties in with… Data Privacy Marketers and advertisers currently face an uphill battle among customers who are unnerved by personalized ads. The rule of how “the customer is always right” has therefore never been more true than where respecting privacy is concerned. Keeping data private is perhaps the most important rule in this list. If the Google court case has you concerned over the online presence of your brand, The EGC Group can put your fears to rest. Whether it’s devising a fresh social media strategy or placing a video ad in front of the right audience at the right time, we can help. Let us explain how. Get in touch with us today.
