It feels like Google's advertising policies change on an almost daily basis, which makes it very difficult to keep up with them. Some small business owners have decided to simply ignore these changes as it feels almost impossible to keep up with them all. Even some larger corporations have been able to keep up and have essentially given up.
For better or worse, this isn't the right path to take. While it can be difficult to keep up with every new guideline Google releases, it's important to understand what's on the horizon. Considering that Google controls over 79% of the search engine market, it's doubtful you'll find a more effective way to get your message out than advertising with them.
However, you don't have to read through every single change just to stay up-to-date with the platform.
Getting acquainted with Google's rules in 2021
Too many sales and marketing experts attempt to read through Google's AdSense rules line by line. This is impossible considering there are countless pages in the terms of service. A more effective technique is to read synopsis sheets on a regular basis so you're able to stay abreast of any major changes without suffering a major case of information overload. It only takes a few minutes to read over digests written by legal experts who peruse Google's terms of service sheets as a profession.
A number of podcasts and blogs have been dedicated to educating small business owners on dealing with Google's ongoing updates. Training might be a better option for those who might not be up to date with Google's terms. Training can also help people learn tips and tricks that they might otherwise have missed. John Cammidge (Qualified Expert) recommends Google Ads Training on a regular basis to keep up to speed with the Google landscape, which admittedly can be difficult to follow without dedicating some intensive study to the topic.
One issue that many people find very challenging to deal with is finding time to undergo even the simplest training programs. A good rule of thumb is to set aside a day or two each month or designate a certain individual in your organisation to keep up with Google's various changes.
Designating a specialist is a particularly good strategy for growing organisations that find they are running into major issues with Google's rules. This could be increasingly important in the near future with some major changes on the horizon.
Dealing with Google's potential reconfiguration
AdSense is apparently phasing out the sale of ads that utilise web tracking data collected from individuals. Companies that rely on this sort of marketing will need to make major adjustments in the coming months to avoid falling foul of these changes or getting lost in a sea of non-focused ads.
Firms that take the time to designate an expert or invest in training will be better able to weather the storm. Considering that these changes are likely to be extremely popular with consumers, they're likely to stay, increasing the chances you’re your business will have to deal with them too.
Many businesses will be building new landing pages, attempting to improve their SEO targets or posting new content. These aren't difficult goals to aim for, but if you're not up to date with Google's changes you may be unfamiliar with the best time to do so.
In some cases, there might even be other ancillary benefits of learning more about Google's ad changes.
Picking up tips and tricks on the fly
Even highly skilled marketing experts find they pick up a tricks and tips as they go along. The technical press is simply littered with them. Some people might even consider whether their current plans are right for their company based on this new information.
You might want to jot down notes whenever you read something on the myriad of upcoming changes to Google's policies. While it might not necessarily be relevant to the changes themselves, these small tips are often worth reading in the first place. With the volume of tracking alterations being made, there's no shortage of such information.
Those who have a dedicated member of staff might find that it's useful to have a public document where they can share information with everyone. It's worth it if only for sharing marketing tips, especially when you consider how some of the updates could change the way you do business.
Copyright 2021. Article made possible by Philip Piletic.