🔍 How Google harms advertisers

Plus, Google's big search market share loss update, future of Google's disavow link tool, a tribute to Mark Irvine and more. [View in browser]() | [Share]() May 07, 2024 [Search Engine Land]() Eye-opening, shocking, disturbing, rage-inducing – whatever adjectives you use, the Department of Justice’s antitrust case against Google has been all of these and more. Here are some things we’ve learned about how Google has harmed search advertisers, according to the DOJ: - Google “tunes” (i.e., manipulates) the ad auction to increase revenue, resulting in higher prices for advertisers (and a worse user experience). - Project Momiji (introduced quietly in 2017) increased bids for the runner-up advertiser in the ad auction, increasing costs by 15% for the “winning” advertiser. - Google raised prices via “squashing” (manipulating predicted click-through rate), which again resulted in the winning advertiser paying more. - RGSP (Randomized Generalized Second-Price) resulted in higher costs for advertisers – Google compared RGSP to a slow form of “inflation.” Dig deeper in my article, [How Google harms search advertisers in 20 slides](). Danny Goodwin,Managing Editor, Search Engine Land & SMX [Page-One-Power-Banners_vFinal_Banner-2-300-x-250]() PPC [How Google harms search advertisers in 20 slides]() [google-your-money-your-life]() The U.S. Department of Justice hammered Google over search ad price manipulation and more in its closing statement on search advertising. Google [Google’s huge search market share loss wasn’t real: Data revised]() [google-robot-broken-sad-1920]() While it wasn't as dramatic a drop as first reported, Google has been consistently losing U.S. search market share since August 2023. SEO [Google disavow link tool will go away at some point]() [google-chain-link-1920]() John Mueller said, "At some point, I'm sure we'll remove it," referring to the disavow link tool in Google Search Console. Analytics & conversion [What does ‘Real-Time Marketing’ really mean?]() [Salesforce-3-1920x1080-1]() Real-time does not have to mean right now. It’s delivering the information when the end user needs it. 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