Many online marketers are increasingly becoming pawns of the big gatekeepers Google, Facebook, Amazon... and are aligning their online marketing strategies with these third-party systems. But due to further developments such as AMP, Instant Articles, modifications to the AdWords keyword planner ... many online marketers are losing autonomy over their own marketing or the reach they have worked so hard to achieve is shrinking to zero, as the developments surrounding the Facebook feed algorithm show.
That is why more and more marketers and advertisers are looking for alternatives or trying to diversify the online marketing channels they use and/or build up their own assets.
And that is a sensible approach. I would like to use Google as ivory-coast phone number data an example to show how large gatekeepers operate their business models and what influence it has on online marketing.
Table of contents [ Hide ]
1 A chronology of the gradual restriction of Google’s online marketing
2 AdWords – Moving from an effective marketing channel to a media budget waster
3 The battle for online content is in full swing
4 AMP or the harmonization of the mobile Internet
5 The problem with the Keyword Planner
6 The Misunderstanding Google Trends
6.1 Excluded data
7 Conclusion of an online marketer and disappointed Google fan
8 More Courage in Online Marketing against Gleichschaltung
A chronology of the gradual restriction of Google's online marketing
Almost exactly three years ago, I made my anger and concern about Google's decisions to change the AdWords interface public in the article AdWords alternatives: Google forces companies to adopt PPC diversity . Two years later, the disappointment has not diminished, but rather grown, and it is becoming apparent that Google is continuing to use its market power and is straining the nerves of marketers. In addition to the AdWords system, Google has now also cut back on Google Analytics, the keyword planner this year, and AdWords ads, and is striving to standardize the mobile internet with AMP.
To illustrate the extent of Google's external control in online marketing, here is a brief chronology of events in recent years: