How your marketing will be affected if Google search is pulled from Australia #188
Key podcast notes:Why is Google threatening to pull search out of Australia?How to protect your business from the Aussie media monopolyThe alternatives to Google Search if it's pulled from the Australian MarketWhy multi-channel market will protect and insulate your business from policy changesWhen you should be pivoting your advertising and marketingListen to the latest tips, tools, and strategies for Business, Success, and Marketing... on the Cam Roberts Podcast Show.Search for "Cam Roberts Podcast Show" on the web, Itunes Podcasts or Spotify.==========If you are ready to get going then let's get working!Here are three ways to get started...1. Get instant access to my latest eBook "5 Steps To Making Big Money With Your Personal Brand which includes a 5-Day course on winning High Ticket clients on autopilot.Grab it here: https://camroberts.com.au/big-money-personal-branding-ebook/2. Watch my on-demand 20-minute Tutorial on Personal Branding That Gets You Paid What You Are Worth.Grab it here: https://camroberts.com.au/tutorial3. Apply to work with me and my marketing team directly by booking a complimentary strategy session with me (via Zoom Meetings).Apply here: https://camroberts.com.au/apply-now/Podcast Hyperlinks:https://about.google/google-in-australia/an-open-letter/https://en.wikipedia.org/wiki/Mass_media_in_Australiahttps://duckduckgo.com/https://www.bing.com/Transcript notes:Australian Govt and Google are in a barney (Aussie term for argument or fight) over the News Media Bargaining CodeThis code will force Google to pay selected publishers for those links. Not for the article itself: just for the link that pops up in your results, and the brief description underneath it.So basically the government is in bed with its local mass media outlets here in Australia which are dominated by two corporations, Rupert Murdoch's News Corp, and Nine EntertainmentSo let's put things into perspective:News Corp, Nine, and Seven West Media co-own Australian Associated Press (AAP) which distributes the news and then sells it on to other outlets such as the Australian Broadcasting Corporation.Nearly all major newspapers are owned either by News Corp Australia (formerly News Limited) or Nine Entertainment Co (formerly Fairfax Media)There are three major commercial television networks: the Nine Network, the Seven Network, and Network Ten. Most of Australia's heavily populated cities are serviced by all three networks.Now the government wants Google to pay these media monopolies money for the links in search results and their descriptions.What the Australian Government and the media monopoly are not doing in Australia is making it easier for Australian small businesses to succeed.If Google pulls out of search in Australia that means Aussies small businesses will no longer be able to advertise via Google Ads on the Google search network - as there would be no Google Search in AustGoogle Search currently represents 94% of all Australian searches.Small businesses could still use the display network to show their ads on other websites, and run advertising on the YouTube platform - but those ads you see when you search for a local business would no longer be available.Retargeting on Google Search would also disappear.Regardless of what happens - if you're a small business owner in Australia and you've been only using Google Ads for your advertising and marketing - now's the time to pivot. Don't wait until it's too late.Dive into Duck Duck Go - with 50Million users, this will grow incredibly fast if Australian's are forced to find another browser. Duck Duck Go also offers advertising to fund their model - but unlike Google Ads, the advertising is based on actual Searches ... not on someone's search behavior like Google. So that could be a good thing.Microsoft Bing is a web search engine owned and operated by Microsoft. Bing like Google – tracks your search history and build profiles on you, serving different results based on your search historyWith Bing's less-competitive market, you won't have to bid as much on keywords to maintain your spot on the search results page.With fewer competitors bidding on keywords, you can expect to spend less on your Bing ads.Bing PPC presents a lower-risk option for paid ad campaigns. You still have access to a large audience, but keyword bidding isn't as competitive as Google.The tradeoff here is that Bing traffic is significantly lower than Google's but that would change dramatically in Australia if Google pulls its search engine out of the Australian market.Whatever happens here... this is a timely reminder for all Aussie business owners to take an omnichannel approach to build your brand and marketing your business.No matter how good your current results are - you never know when an algorithm will change, or a platform will disappearNow is the best way to protect your brand is to spread your advertising and marketing across multiple channels.Include video marketing, content marketing, email marketing, SMS Marketing, social media marketing, Direct Outreach, and even old school lumpy mail to insulate your business from Government decisions and Media monopolies.For more help and free resources on building a profitable brand and attracting premium clients go to camroberts.com.au
