When it comes to beliefs and opinions about Google, I see roughly three archetypes in the PPC community.
The first is what I call the Google Idealist.
This person believes what Google says to be true.
Google does no evil and always has the interest of every stakeholder in mind.
Every new feature and recommendation from Google can benefit the advertiser, and should be enabled without questioning.
The advantage of being a Google Idealist is that you don’t have to work that hard; just follow Google’s advice, and you’re done. The downside of being a Google Idealist is that you might get disappointed by Google not delivering on its promises.
Opposite of the Google Idealist is the Google Cynic.
The Cynic doesn’t trust anything Google says and believes Google is only motivated by pleasing Wall Street and the value of its shares.
Google’s recommendations are there to make Google money, and black boxes are only there to keep us from seeing the truth.
New features introduce problems rather than solutions.
The advantage of being a Google Cynic is that you won’t get disappointed if things don’t work out as Google wanted you to believe. The downside of being a Google Cynic is that you sort of blindfold yourself from seeing potential opportunities for growth.
The third type of reaction comes from what I call Google Realists.
The Realist looks at Google as what the company and its ad platform actually are.
This person accepts practical constraints and focuses on what is achievable.
Every claim or new feature is viewed as a learning opportunity; something worth testing.
The advantage of being a Google Realist is that you make practical decisions based on objective facts, rather than wishful thinking or dogmatic beliefs. You’re prepared for various outcomes. As a Realist, you quickly adjust to changing conditions, increasing your resilience. The downside of being a Google Realist is that it is hard work chasing the facts, and that the facts might hold you back in “trusting” new opportunities for growth.
Personally, I like to see myself as a Google Realist, slightly leaning towards the Cynical side; I want to trust Google, but due to its behavior, I can only do so by verifying.
My motto when it comes to claims and new features from Google:
“Don’t Trust. Verify!”
You’ve got to believe in something.
What is it you believe?
– Nils