That Time a PPCer Asked For Fewer Ad Placements on Google

google serps with ads

For those of you not on Twitter, I wanted to share a thread I wrote this AM contemplating Google’s continual ad placement increase on all the things. If you’re on Twitter but we haven’t connected, you can join the original convo here:

 

I’m a PPCer, not an SEOer, so hear me when I say Google’s obsession with increasing MAX ad space onto every property they own is a bad idea. Terrible idea.

They literally built their business around being a simplistic UI. They make BBBillions. Why keep pushing more ad placements?

Anecdotally, maybe there’s a bigger discussion here about public company culture & expectations? Why does a company making billions and billions need to keep growing at the expense of its long-term audience? I assume because of investor reaction… not a good reason.

This is concerning to me as a PPCer, ESPECIALLY in a world where ad-blockers are a thing (even if not that big a thing)… i.e., the market is already soft-warning companies like Google to be careful.

I’m concerned Google (and thus, my job) will lose the war by winning a few battles. Every new ad placement added somewhere that complicates the page is a small battle won for Google’s immediate revenues, and arguably, one more step towards losing the war.

“BUT KIRK, THERE IS NO ONE WHO WOULD BEAT THEM.”

That’s why disruptors are a thing, you never see them coming.

“WHO COULD POSSIBLY DISRUPT THE SEARCH MARKET… AND GOOGLE??? IT’s BEEN TRIED NEVER HAPPEN.”

Mmhhhmmm, anything can be disrupted, especially when the user base becomes increasingly annoyed with something not being what it was when it originally attracted them (I.e., a simple search experience turning into a complicated mess of ads).

My non-public-growth-all-costs idea would be to ease up the forced revenue growth by new ad placements, and then refocus on qualifying advertisers already in the market.

Maintain a strong core product with better ads, so users stay happy, and then advertisers are willing to pay more.

Admittedly, that’s a slower growth model idea so I guess all Google’s investors would fire me right away anyway… but isn’t setting up your audience to be frustrated and thus prepare the way for a legitimate disruptor an even worse idea? 🤷🏻‍♂️

My Friday thoughts…. HAPPY WEEKEND!