But Google is problematic as a marketing tool for these reasons:
- Google Ads can be expensive. Each click on a Google-sponsored ad can cost the advertiser as much as $30.
- Many internet searchers are avoiding Google ads. They have figured out that the ads are purchased. As a result, a sector of affluent and experienced searchers are spurning the ads.
- It can be quite difficult to move up organically in the Google search, especially for smaller businesses that are dominated by a few firms, practices or businesses that have deep pockets for merchandising.
Even Google Maps can be your friend or your enemy. Legitimate businesses are invited to turn in their address so that they can be found on Google Maps. And if you’ve successfully used Google Maps, the fact that it works (when it does) is pretty remarkable.
But, illegitimate businesses also exploit Google Maps and try to stay one step ahead of Google’s search engine algorithms and its too small staff for finding scams. These scammers are bilking consumers out of millions of dollars. This scheme is delineated in the following article:
Essentially, these non-local businesses (typically locksmiths, carpet cleaners, security systems) position themselves through chicanery to be at the top of the Google listings, often purchasing ads as well. But these businesses are called “lead gens”, as they are essentially call centers with no local presence, sometimes even disguising this through fake Photo-shopped images of what looks like legitimate businesses and using the Wiki aspects of Google maps to present themselves with real looking buildings (again, fake, fake, fake).
Even worse, these call centers send out ill-trained local people to “come to your aid” where they try to get as much money as possible from you, sometimes three to four times what you were quoted or what was advertised.
We encourage you to check out the Better Business Bureau ratings and of course reviews of friends to make sure you don’t get caught in this trap.
And we also encourage you to be patient as we try to tread the G0ogle waters.
We do know this. Adding content to social media and blogs can only help.