It’s been a while since i’ve had time to myself.
Past few months have been a stumbling, fumbling, sprint …between client work, shared projects, and fighting my demons to get my own ideas going. So as usual, most important thing gets the least attention.
My personal Google Adwords account.
Now usually I can steal a few minutes here and there to do basic “checkup and band aid”. But today was “wicked good” because i got a chance to overhaul my campaigns.
Anyway, while under-the-hood, doing my thing, i got thinking about the whole “trademark” drama with Google.
I’m not sure if you’re aware of this, but the industry as a whole has been famous for two really bad practices on Google:
- Trademark infringement
- and The absolute non-existence of a business!
Both have been framed in a positive spin, of course:
“STEAL this guy’s (or that’s) traffic” and
“You can make MILLIONS WITHOUT HAVING A WEBSITE!”
Yawn.Â I’m tired of that tactic. Aren’t you?Â I wish it would be retired and put to rest for a few hundred years.
But anyway, these two problems are really at the heart of why the Home Business industry has been experiencing quite the major traffic shortage lately. Particularly that no one has found a way toÂ recoverÂ since Google executed their devastating crackdown nearly two years ago.
Many businesses who depend on CPA and affiliate traffic continue to struggle to keep afloat today. And they will die unless they either change their business model or their “offer”. Like I said, that tactic has grown old and needs to be put away.
The “Carbonated Beverage” Story
I came up with this little scenario to demonstrate why the two problems i pointed out earlier are soooooo BAD that BILLIONS OF DOLLARS could be lost in law suits!
It also explains why Google had an easy time disposing of advertisers who thought their 10 million dollars a year in ad spend gave them leverage.
Let’s suppose for a moment that Pepsi were a Network Marketing System or affiliate program like yours. And they sold Pepsi through reps. Then to find reps, they said:
- “You don’t need a website! Just send them to ours and we’ll pay you when someone buys.”
- and “btw, you should steal customers from Coke (their customers like carbonated beverages and they buy them already).
Does either of those things sound like, i dunno…
- Trademark infringement
- The absoluteÂ non-existence of a business!
Just because the justification SOUNDS logical, doesn’t mean it is right. Both those things are definitely bad and wrong.
Take a look at what happens on the searcher’s side:
A customer jumps on Google and decides to look up Coke one day. He’s a loyal fan who wants to buy Coke’s merchandise and see what new flavour they have coming for summer.
So he types “Coke” and off he goes.
The trouble is that on the right side of the page where all the ads go, he sees
“Coke is Meh, Pepsi is better!”
“Looking for Coke? Try Pepsi too.”
Coke Gets Furious!
Well, along comes President Coke. He sees this stuff on Google’s website that drives him absolutely batshit.I mean, he is PIIIIISSSSSSED!!
Google is making money by selling the ability to Â HIJACK their customers!
There’s a difference between…
the searcher seeing one adÂ for Pepsi between other ads
the customer findingÂ Pepsi INSTEAD OF Coke!
Clearly, this is not Google’s intention. And that’s why they have to keep enforcing rules to stop advertisers from creating the scenario above.
Off they head to the court and Mr. Lawyers make lots of money.
And That Is Why
As you can see, this would be devastating for Google.
They can not allow it. None of the other platforms will allow it. (they can afford a law suit even less than Google could!)
So there’s nowhere to run. Sooner or later, companies who useÂ affiliatesÂ for traffic, they’re going to need to get their shit together and come up with a new angle.
And affiliates are going to need to learn to create a “retail” business out of being an affiliate.