Google(NASDAQ:GOOG)’s Branded Keyword, Search Dominance Catch DC Attn. #Customer_ServiceMarch 11, 2019
Google controls many of the ways businesses access customers online in the U.S., making it almost impossible to run a company without buying advertising from the internet giant.
While consumers pay nothing for most Google services, some businesses say they often can’t avoid giving more money to the company because the internet giant is the main source of answers when Americans go online to get information.
He spends about $350 million on advertising every quarter, much of that on Google.
Lyft Inc., the ride-hailing company, spent $92.4 million on Google advertising last year, more than double the amount of two years earlier.
Nowhere is Google’s power more pervasive—and potentially damaging to businesses—than in the esoteric market for “branded keywords.” This is where businesses buy ads based on their brand names.
So Lyft bids on the word “Lyft” and when people search for that, Google runs an ad at the top of results usually linking to the ride-sharing company’s website.
“Google gets a piece of every single MyPillow sold and it’s wrong.
Why should someone be able to bid on your own brand words and why do you have to buy your own just so people can see you online?
In recent years, this pressure has increased because on mobile devices Google search ads show up at the top of the results, rather than on the side of the page with desktop results.
The company has said in the past that it doesn’t break antitrust laws and that competition online is just a click away.