When it comes to beliefs and opinions about Google, I see roughly three archetypes in the PPC community.<\/p>\n\n\n\n
The first is what I call the Google Idealist<\/strong>.<\/p>\n\n\n\n This person believes what Google says to be true.\u00a0<\/p>\n\n\n\n Google does no evil and always has the interest of every stakeholder in mind.<\/p>\n\n\n\n Every new feature and recommendation from Google can benefit the advertiser, and should be enabled without questioning.<\/p>\n\n\n\n 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.<\/p>\n\n\n\n Opposite of the Google Idealist is the Google Cynic<\/strong>.<\/p>\n\n\n\n The Cynic doesn’t trust anything Google says and believes Google is only motivated by pleasing Wall Street and the value of its shares.<\/p>\n\n\n\n Google’s recommendations are there to make Google money, and black boxes are only there to keep us from seeing the truth.<\/p>\n\n\n\n New features introduce problems rather than solutions.<\/p>\n\n\n\n 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.\u00a0<\/p>\n\n\n\n The third type of reaction comes from what I call Google Realists<\/strong>.<\/p>\n\n\n\n The Realist looks at Google as what the company and its ad platform actually are. <\/p>\n\n\n\n This person accepts practical constraints and focuses on what is achievable.<\/p>\n\n\n\n Every claim or new feature is viewed as a learning opportunity; something worth testing.<\/p>\n\n\n\n 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.<\/p>\n\n\n\n