Monday, 09 September 2019 11:39

How Could Antitrust Investigations Affect Adwords Marketing Near Denver

The news cycle never stops, especially for big tech. The larger US tech companies are constantly evolving, and they may be on the verge of another monumental change. Government probes into the business practices of those tech companies may have huge implications for the future of online advertising. More specifically, these probes may have ripple effects on Google Ads marketing near Denver. As an Adwords agency in Denver, we wanted to examine these investigations and how they may impact Adwords marketing near Denver.

A Recap Of The Investigations Into Big Tech

At the turn of the 19th century, the USA saw a considerable shift in the number of large manufacturing conglomerates. Big businesses started to acquire smaller competitors to consolidate their hold on the market. These acquisitions were seen as large threats to US consumers and the national economy. It’s economics 101: With less competition between businesses there’s far less control over unfair pricing practices. Soon thereafter, the US passed a number of antitrust laws to ultimately protect US consumers and a fair market. These antitrust laws have had the same basic objective for over 100 years. The laws aim:

“To protect the process of competition for the benefit of consumers, making sure there are strong incentives for businesses to operate efficiently, keep prices down, and keep quality up.”

While there may have been a legal spate every now and then, these laws have worked well to protect US consumers for decades.

Fast forward to 2019. It’s been a turbulent year, as big tech companies have come under the microscope of federal agencies. Big tech companies have gained considerable influence over multiple markets. In response, Facebook, Google, Amazon, and Apple are currently being investigated in a “top-to-bottom” antitrust review. The investigations are attempting to find discernable evidence that these corporations are stifling competition or harming consumers. The whole situation is fascinating, given the international implications and how the economy has adjusted since the 19th century. As an Adwords agency in Denver, we’re very interested in how Google could be impacted.

As of writing this article, over 50 attorneys general from almost every US state are investigating Google’s advertising practices. Their main concern is that Google is “raising costs for advertisers.” The attorneys general are also “questioning whether consumers are getting the best information from [Google] search results.” This broad investigation has serious implications about the future of Google ads marketing near Denver.

How Would Trust-Busting Impact Adwords Marketing Near Denver

Of course, it’s still too early to see how this will all play out. However, an trust-busting move could have significant repercussions for Google. Let’s assume that the investigations find discernable evidence and they decide to trustbust the conglomerate. How might this decision affect adwords marketing near Denver?

To answer this question, it helps to understand how Google’s advertising network currently operates. You don’t have to be an Adwords agency in Denver to understand how it works.

The ad network of Google currently splits into two systems: the (1) search network and the (2) display network.

In the (1) search network, businesses pay to place text ads in search engine results. These search ads are keyword-oriented and are self-contained within the search engine. You’ve definitely seen them pop up in a few searches before.

An example of a typical text ad that Google displays with targeted searches.
An example of text ad you might see in any given Google search.

The Google (2) display network lets businesses place display ads on websites through an expansive network of sites. Display ads can be targeted by certain audiences, specific context settings, or certain websites. This display network currently includes over 2 million sites and reaches over 90% of global internet users!

An example of a display ad that can be shown through Adwords Marketing near Denver.

A trust busting decision may seriously restrict the ad network of Google. This kind of restriction could have big ramifications for Google ads marketing near Denver.

A restricted ad network would give other advertisers big opportunities to compete. Those that have complained about Google’s reach in the past (e.g., Oracle Corp, Yelp Inc., etc.) would have a chance to build up their own ad networks. This would increase the competition for advertising, but it would most likely be limited to display ads. Imagine the opportunities that would arise if Google’s display network was halved. That would be 1 million sites ready to advertise through new networks!

How Small Businesses, Google, & The Consumer Could Be Affected

Increased competition across ad networks means fairer ad prices for businesses. This gives small businesses better opportunities to acquire more high-quality leads for a better ROI. So, if your business lacks the budget for Adwords marketing near Denver, you might find better display ad prices elsewhere in the future.

Trust busting may ultimately be good for small businesses, but it could have negative impacts too. Breaking up Google could mean dividing up the Google companies and products that we use everyday. YouTube enthusiasts, Android owners, Chrome users, and Google Drive advocates could quickly lose privileges that they take for granted. As compatibility issues arise, consumer trust in Google could start to wither.

There are also concerns that trust-busting could impact the efficiency of Google as a search engine. Google has become a staple of our everyday lives. When we want an answer, a quick Google search gives it to us almost instantaneously. If Google is broken up, then the strongest search engine on the planet may become significantly weaker. If that move makes the search engine worse off, we have to ask the question: “How does that help the consumer?”

The whole decision has great implications on the future of Google. People will still use Adwords for marketing near Denver, but Google won’t earn nearly the same revenue as today.

Final Thoughts From An Adwords Agency In Denver: How Could A Google Trust-Bust Affect Advertising?

A dismantled Google empire could have ripple effects for your business. If you use Adwords for marketing near Denver, the reach, clicks, and conversions of your ads might suffer some. With a smaller ad network and increased competition, your Google ads marketing near Denver may not generate the same kind of high-quality leads that you used to see.

However, it really is tough to say how a Google trust bust might influence the Denver area. Google is currently the most popular search engine in Denver. Some trust busting may motivate users to switch to other top-tier search engines. Though, it probably wouldn’t be a monumental shift. Still, take the advice of a leading Adwords agency in Denver: Start diversifying your search engine advertising strategy now. It’s time for you to start experimenting with the other top-tier search engines.

Small businesses should also branch out of Adwords marketing near Denver. Google ads may produce some great results, but there are more targeted ad networks out there! Start looking into other digital ad networks that may match your target audience even better.

There is no easy answer here. Noone will really know how Google ads marketing near Denver may be affected until a decision is made in those investigations. Regardless of when it happens, we’ll be here to break it down for you. So stay tuned!

Work With A Leading Adwords Agency In Denver

Search engine advertising is no easy task. With a little help and the right expertise, you can make it easy. At FiG Advertising + Marketing, we strive to make sure that your Adwords marketing near Denver reaches the right people and gets you the best possible results. We know the best ad strategies to ensure your Google ads marketing near Denver deliver the best ROI.

Contact FiG Advertising + Marketing and start working with a leading Adwords agency in Denver today!