cross-posted from [email protected]
- Google may be altering billions of search queries daily to generate results that increase purchases.
- Testimony in an antitrust case revealed an internal Google slide about changes to its search algorithm, involving “semantic matching” to generate more commercial results.
- Google covertly changes user queries, substituting them with ones that generate more revenue for the company and display shopping-oriented results.
- This manipulation benefits Google’s profits but harms search quality and raises advertiser costs.
- Despite legal challenges, Google’s market dominance allows it to continue these practices, impacting users’ ability to access unbiased information.
I wonder what the reaction will be from the companies hiring Google’s advertising services. On the one hand, Google is clearly ensuring that they get as much money out of the deal as possible, but it also must lead to more people seeing the advertised brand, likely even encouraging it’s sales. The author suggests that this is a bad deal for companies working with Google, as well as Google’s users, but I can’t help but think that the companies purchasing ads from Google are coming out ahead on this one.
Anecdotally, I have a generally negative perception of the brands placed in the way of actual search results. They’re rarely relevant to my actual wants or needs, let alone the search terms, and it colors my expectations that they’d be capable of helping me even if I did want their products or services given the low QC on where their ads are shown.
Advertisers lose because they’re only paying to try to snipe each other’s customers when directly searching for brand names. They could pay to advertise on the more generic search phrases, but it’s more likely to convert a user into a sale if they’re ready to buy something and googling a competitor’s company name to go to their website.
For users just looking for general information, the company paid for an ad that was less likely to convert to a sale. And it fucks their analytics, too, since there’s no indication to them that users didn’t even search for the key term they’re paying to advertise with.