The Loss of Trust and Credibility
Digital marketer Greg Finn has been vocal about his disappointment with Google’s actions. He rightfully points out that trust and credibility are paramount in any business relationship. However, with this admission, Google has lost all trust and credibility in the eyes of advertisers. This revelation raises questions about Google’s commitment to the small businesses it claims to support.
Finn highlights that Google’s actions are driven by the need to meet quarterly financial targets, potentially at the expense of businesses, both small and large, that rely on the Google Ads platform.
The End of the Auction Illusion
Finn emphasizes that many in the PPC community, including myself, suspected such practices were happening behind the scenes. However, the real issue is that Google often presents itself as a champion of advertisers, while behind the scenes, they manipulate prices to achieve their goals. This disconnect between what Google says and what it does is a breach of trust.
Moreover, Google’s use of auction terminology is misleading. While it’s acceptable for retailers to increase margins on the backend, Google presents its ad system as a transparent auction with bids and bid strategies. This misrepresentation is a disservice to advertisers who rely on Google’s platform to reach their audiences.
