Friday, 16 June 2023 09:18

Future Potential Legal Impacts for SEM in Denver

How Search Engine Marketing in Denver Could be Affected by Ad Tech Lawsuits

Search engine marketing (SEM) has become an essential component of modern-day marketing strategies. With the rise of digital platforms in recent decades, an increasing number of businesses have been investing heavily in search engine marketing in Denver to reach their target audience at the right time and the right place. However, recent lawsuits against Google's ad tech practices are leaving many unsure of how those legal challenges may affect their SEM efforts


While Google has grown far beyond just a search engine in recent years, they have dominated the search engine market for years and have become the go-to platform for SEM almost everywhere. Unfortunately for Google, the company has been facing multiple lawsuits from several states in the U.S. as well as the EU, alleging anti-competitive practices in the ad tech industry. The outcome of these lawsuits could have significant implications on businesses that rely on search engine marketing in Denver and across the globe. 

Since we are incredibly active in the search engine space, our search engine specialists at Real FiG Advertising + Marketing wanted to share some thoughts on these developments. Let's dive into what these lawsuits are claiming and what the impact could be if Google gets broken up. 

Taking Shots at an Ad Tech Monopoly

Before we analyze the potential impacts, it’s helpful to first set the stage on the legal woes of Google.

Over the past few years, Google has been the target of multiple antitrust lawsuits from the U.S. Department of Justice which have been backed by many states. More recently, the European Union ordered Google to divest part of its advertising business, accusing the company of monopolistic practices. Additionally, nine more states have joined the DOJ's federal lawsuit aiming to break up Google's alleged monopoly in the digital advertising space. 

The primary ammunition that these ad tech lawsuits are using in an attempt to force Google's hand in divesting is the lack of a free market environment. When it comes to digital ads, Google has historically dominated the market space via a series of large acquisitions that have left very little room for competitors to enter, and those who have entered the space can hardly compete. For instance, Google has acquired digital apps, search engines, and advertising businesses like YouTube, Waze, Adscape, Android, Orion, and mDialog just to name a few.

Google's general response to these latest complaints and filings is that they're retreading old ground that's been previously addressed and the DOJ is doubling down on a "flawed argument.". In a statement from the VP of Google Ads, Dan Taylor remarked that "publishers have many options to choose from when it comes to using advertising technology to monetize... when publishers choose to use Google tools, they keep the vast majority of revenue."

To Taylor’s point, there are many online advertising platforms outside of the Google-sphere that can be quite effective like Microsoft Ads. The main problem is that those advertisers do not have as much market share as Google Ads and are simply not as mainstream or colloquial as Google has become.

Potential Impacts on SEM in Denver

At this stage of the legal battles, it is unlikely we will be seeing any major changes or effects that are a direct result of these lawsuits. More likely than not, there will be a continuous back and forth between the U.S. DOJ and Google for quite some time before ever breaching a courtroom. However, as top providers of search engine marketing in Denver, we will be closely monitoring how these cases unfold.

While these cases are a long way off from any real implications, we still must wonder, "what if?” There are two sides to the coin of Google being forced to sell off its advertising tech. On one side, there could be a potential for increased competition and therefore a freer market, which could lead to greater innovations and reduced costs for advertisers. But, on the other hand, there's a chance that these legal woes would disrupt efficiencies that Google has created through its ad stack programs and software, which could lead to a waterfalling effect for advertising agencies and small businesses.

With a more diverse market, digital advertisers will have to be very strategic with their spending and ad placements. This could also mean forcing advertisers to learn new software and analytics programs. Conversely, a freer ad tech market could present opportunities for more small businesses to take advantage of digital advertising with a potentially broader spectrum of pricing.

Should You Be Concerned? 

If you're a business that uses Google Ads in some capacity, then it's only natural to be concerned about the potential implications of these lawsuits. However, nothing is changing yet and therefore search engine marketing strategies may continue as planned to increase traffic and leads for your business. Just keep an eye on things and trust honest and transparent news sources on these developments, like Real FiG Advertising + Marketing. 

Level Up Your Business with Search Engine Marketing in Denver

At Real Fig Advertising + Marketing, we help businesses in Denver level up their marketing game through data-driven SEM strategies. With our expertise and client-centric approach, we will drive relevant traffic to your website, boost your online visibility, and optimize ways to increase conversions, ultimately helping you achieve your business goals. We work to stay updated on the latest happenings and developments within our industry to make informed decisions and adjust strategies when necessary. 

Contact us today to learn how our SEM specialists can help your business.