The many small and large changes in the AdWords interface over the last few years have given advertisers more and more options for analyzing and aligning campaigns. It's easy to lose track of the tools available. This makes sense in itself. Of course, every change is sold as added value for the advertiser. This is certainly the case with some changes. But the broader Google becomes in terms of functionality, the flatter the system becomes in terms of optimization.
The changes in the AdWords system in particular often make jamaica phone number data it seem as if Google is not particularly interested in optimizing or using the click budget efficiently. The system is being expanded more broadly in order to acquire additional media budgets and is increasingly restricting optimization options. But I have already discussed this in detail in the article mentioned above.
But in addition to the adjustments to AdWords, Google is also taking steps in organic search that should definitely be viewed critically.
The battle for online content is in full swing
Content is the key to users and their interactivity. The key to user attention and relevance, especially in the first phases of the customer journey, is often content, less and less advertising. This has not gone unnoticed by Google, Facebook & Co. Since Google and Facebook have no core competence or capacity in content production, they have to get content to keep users on their own offerings and thus maximize page views and thus advertising impressions.
And what could be more obvious than using the content of the major content publishers.
The battle for content sovereignty on the Internet is not only being driven by Google via AMP, but also Facebook (Instant Articles), XING (XING Klartext), LinkedIn (LinkedIn Pulse) ... want a piece of the content pie.
But due to the amount of content in Google's index, the AMP project poses the greatest threat and therefore deserves a closer look.