Week 7 -- MKTG 6101 -- Impact of Google Ads on Marketing

Since its inception, Google Ads has monumentally impacted the marketing industry causing considerable shifts in traditional marketing strategies. Don't believe me? Here are some numbers to show Google's reach and impact in the marketing industry. Google Ads is the largest provider of search engine advertising. Google has 96% of their revenue generated from advertising, 76% of the search engine market, 73% of the paid search market, and is one of the most-visited domains on the internet. The reason these numbers are so important is because small and large businesses alike can take advantage of the opportunity presented through Google Ads. Google Ads has leveled the playing field and allowed all small and medium-sized businesses to market like the larger ones.

Offering targeted advertising, Google Ads uses extensive data collected by their search engine to allow users to target customers based on search history, general interests, and demographic. This allows businesses to create focused marketing that reaches the right audience at the right time. As a small or medium-sized business, having this type of data at your figure tips may allow for inexpensive and exponential growth when used correctly. If people are clicking and buying, the ads are targeted correctly.

Google Ads is extremely cost-effective due to their pay-per-click (PPC) advertising model. If users don't click, you don't pay. Additionally, Google Ads provides users with detailed metrics on their marketing campaigns, including, impressions, clicks, conversions, phone calls, and more. So, if they aren't clicking, you'll find out why! If you don't need to spend top dollar, why do it? Heck, you can get Google Ads certified through Coursea, so you can learn everything yourself--cost-effective.

Although leveling the playing field makes earning money online simple, I can't help but wonder about all the careers that have been and will be created and destroyed due to the accessibility of Google Ads. I believe the impact will be a net positive due to growth potential of the middleclass and all the digital marketing jobs that will be created. However, how soon will digital marketing jobs be automated? I'd imagine sooner than we think. Google Ads is a great thing for small businesses, but this type of accessibility may cause a mass disruption in the marketing industry.