Want Traffic from Google? Buy Ads, Lots of Ads
April 30, 2025
No AI, just the dinobaby himself.
When I was working, clients and prospects would ask me, “Do I need to advertise on Google to get traffic to my Web site?” I relayed the “facts” as I understood them at the time. My answer was, “You need to buy ads from Google.”
Most of the clients wrinkled their foreheads and asked, “Why?” My answer was then and still is, “Do you think Google does things for you for free?” Since I don’t do advertising, I don’t know how my information filtered from my contacts to the people who handled these organizations’ advertising budgets. I knew that with big indexes and lots of users, only a tiny fraction of the terms and Web sites get traffic. People don’t understand that their Web site is mostly invisible and was destined to stay that way unless [a] something extraordinary appeared on a Web page and drew eyeballs or [b] the organization had to spend thousands each month on Google ads.
I thought times might be changing since I retired. Nope, advertising matters. If the information in “Temu Pulls Its US Google Shopping Ads” is accurate, Google ads matter. The article reports:
Temu completely shut off Google Shopping ads in the U.S. on April 9, with its App Store ranking subsequently plummeting from a typical third or fourth position to 58th in just three days. The company’s impression share, which measures how often their ads appear compared to eligibility, dropped sharply before disappearing completely from advertiser auction data by April 12.
Buy ads, get traffic. That was true when I was running myself ragged trying to do work, and it is true today. I would suggest that this Temu example offers some insight into what happens if apps get pulled from the Google Play Store. Whatever downloads a developer had are likely to take a hit; that is, go from hero to zero in a snap.
The article wanders into political issues which are not part of my job description. I think it is important to think in terms of findability. One can pray that one’s content is so darned compelling that people flock to a magnet site or a post. Hope springs eternal just like every baby is a genius. One can pay search engine optimization wizards to gin up traffic via white hat and black hat methods. One can just buy ads, and go with the pay-to-play method.
Am I okay with Google’s control of traffic? Sure. I don’t care if I get traffic. But others do and need traffic to stay in business. Therefore, the information about Temu is germane I think. Your baby is a genius. Believe that. Just don’t assume that traffic will automatically flow to that baby’s Web site even if you bought a domain name celebrating the birth. Just buy ads.
Stephen E Arnold, April 30, 2025
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