BUSINESS HOW-TO
Profiting From Changes Made to Google Ads and Search
The second lesson is that you need to have an amazing way to nurture your leads, get referrals from customers, and sell more to existing customers. This is paramount to your success. Even if you rely primarily on one media to generate leads, if you make enough front-end and/or back-end money and can outspend the competition, you win. Many people have lost businesses or will lose businesses this year and next because they broke these two rules. Some may go under because of Google’s change, others because COVID-19 disrupted the single way they got customers (i.e., people who only sold at trade shows or only got their business from speaking on stages, etc.). Business doesn’t have to be complicated. There are laws of business that few companies can break, or at least break for long, before it bites them in the butt. Follow the laws and you’ll be fine; don’t, and you do so at your own risk. –Shaun
all is not lost. It is possible that Google will have to roll back some of its changes, as many people are complaining loudly about this issue at the moment. There is also a lawsuit that has been going on for a while against Google and what some call unfair business practices. You may or may not be doing a ton with SEO or Google Ads. After all, many companies have replaced their Google ads with Facebook ads, but there are two super important business lessons here that you can use in all your media. The first lesson is never put all your eggs in one basket. Many people put the vast majority of their marketing dollars into the SEO game. Entire companies are built on getting you to appear on the top of a Google search results page. This change is not ideal for either group of people. I know many people who are all in on Facebook, and if you look at the path Google Ads has taken over the last 20 years or so, you’ll see Facebook is literally following in its footsteps. The number "1" is a horrible number in business unless it is followed by multiple commas and a variety of other numbers.
Have you seen the cries from the search engine optimization (SEO) guys about the changes to Google’s search engine that started in January 2020? Google has basically made the ads appear more like the organic search results. A few changes back, they got rid of the ads on the right side of the page and increased the number of ads at the top of the search results page. They also made the ads at the bottom of the page blend in more with the organic search results. Some Google Ads (formerly called AdWords) users have reported an increase in clicks on their ads, to the tune of 15% or more. In many searches, when you combine the ads with the map results, shopping results, or travel booking section, everything you see without scrolling down is ringing Google’s cash register. I don’t think this is necessarily a bad thing, but it does mean much of the money being spent on SEO is being wasted, as most people never scroll. In many cases, people just click the first link they see. This may seem like bad news, especially if you’re spending money on SEO. But
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