Goal Alignment: Google vs. You vs. the Searcher

Every search result has three different entities trying to reach their goals. Sometimes, these goals get in each other’s way, leading to poor search results. Other times, they work in conjunction, leading everyone toward success. It is important to examine Google’s goal, the advertiser’s goal, and the searcher’s goal for each search result.

All search results start with the same element, a searcher looking for the answer to a question. The searcher inputs a query, and SERPs appear.

Google’s goal is to have that same searcher use Google for their next query. The more search queries that occur on Google properties, the more chances Google has to make money by people clicking ads. Therefore, Google wants searchers to always find the answer to their question quickly, easily, and on a Google-owned property.

This is why Google also spends so much time and money on the natural results (also known as organic or free listings). Not all searches can be monetized, but if someone always finds their answer on Google, regardless of whether a particular search query is monetized or non-monetized, that person is more likely to use Google for their next search. In addition, if someone finds their information on Google more quickly and easily than on other properties, they will always return to Google to find information, which leads to more total queries per month for Google, which leads to more chances of Google making money.

Note: Several studies in 2005-2008 found that users spent only 10-12 seconds on a search results page. Studies performed in 2010 and 2011 found that that users were spending 12-17 seconds on search results. More showing that the time spent with search results is still continuing to slowly increase. As more information is integrated into search pages, users are spending more time absorbing that information.

The advertiser’s goal is to show an ad that is related to both their products and the searcher’s query. The advertiser wants to control when their ad is shown, wants to choose which ad is shown, and then wants to take the searcher to the landing page of the advertiser’s choice.

The advertiser wants to make money with their Google AdWords budget. That’s the endgame—profitable advertising. Advertisers want control over how their money is being spent. They also want insight into the ad display process so they can expand their profitable advertising and stop their unprofitable ads.

Google’s goal and the advertiser’s goal are not the same. Since Google’s goal is first and foremost to satisfy the searcher, not the advertiser, a conflict often arises between the two parties.

The advertiser will scream that it’s their money and they should be able to display whatever they want in an ad and take someone to any page on their site they deem desirable. AdWords customer service reps will remind the advertiser about relevancy and attempt to help the advertiser make their keywords and ad copy more relevant. These relevancy rules are defined by Google.

Since AdWords is ruled internally by a search results quality control team—a team where relevancy trumps dollars—advertisers often feel like they are constantly trying to play catch-up in learning all the rules. Having an internal team that is more concerned about relevance than making money is beneficial to all parties, if everyone can align their goals.

It is critical to remember that the only person who makes Google or the advertiser any money is the actual searcher. Google does not make you money. You do not make Google money. Google is an intermediary between you and the searcher.

You make money on AdWords because a searcher decided to do business with your company. You define a budget that you are willing to give to Google; however, if the searcher does not click your ads, you do not owe Google a penny.

Both you and Google make money from each other only if a searcher is involved. If there is no searcher, there is no search query, your ad is not displayed, and Google is not paid. Therefore, the person to actually align your goals with is the searcher. If you align yourself with the searcher, you help the searcher find information on your site. If they are finding information on your site, they are conducting business with your company, which helps you reach your end goal—a profitable business.

Note: Google took in $14 billion in revenues in the first quarter of 2013, which was a 31 percent increase over the same quarter in 2012. More than half of their revenues were from countries other than the United States. Approximately 93 percent of Google's revenue comes from showing ads.

Because Google’s goal is to assist the searcher in finding information, you will end up aligning yourself with Google as well. You will find that if you think of the searcher first, AdWords is much easier and much more likely to be a successful advertising medium for your business.

After all, the searcher’s only goal is to find the answer to their question.