You don’t make Google money. Google does not make you money. Are you forgetting someone?
Someone goes to a search engine looking for the answer to a question.
You display an ad on that page.
The searcher looks at your ad and finds it relevant.
The searcher clicks your ad. You pay Google.
However, you only paid because someone clicked. You set a budget and were willing to pay for a click. The searcher caused you to pay Google. The searcher made Google money.
The searcher arrives at your website.
The searcher thinks your product can answer their question.
The searcher buys from your site.
Google did not make you money. Google sent the person to your site who eventually paid you. However, Google did not write you a check.
The searcher made you money.
Who do you need to please?
- Your CEO
- Your marketing department
- The searcher
No matter if I was a search engine or an advertiser, I’d made the same choice every time.
#4 – the searcher.
The searcher is the source…Google is the medium.