B. Beth is not employed by Google and has not received training from Google. She works for a third party, where her compensation is based on convincing you to increase ad spend and adopt products that benefit Google’s bottom line.<\/li>\n<\/ul>\nIf you guessed “B,” you probably use Google Ads.<\/p>\n
Most people don’t expect Google to hand their account info to third parties using misleading job titles. And the clues are so subtle it can be hard to know that’s what happened.<\/p>\nIn this email screenshot, only the small “Teleperformance” graphic on the left side of the signature suggests a third-party company. In contrast, the substance of the email implies a direct relationship.<\/p>\n
The outsourcing is especially deceptive, but actual Googlers are often driven by similar undisclosed OKRs and product adoption goals when advising on your account. Google employees who work with accounts are often on the sales team. <\/p>\n
How to reclaim your own authority<\/h3>\n Humans who are motivated to influence your decision-making can be even trickier to deal with than interfaces. Here are some tips to stop the madness:<\/p>\n
\nAvoid on-the-spot pressure<\/strong>. When a rep has you on the phone, they may pressure you to make real-time changes (or to approve them doing so on your behalf). Just say no. Any change worth making can be made when you’re off the call.<\/li>\nWarn your team<\/strong>. When aggressive Google reps encounter resistance from you, they may contact other team members or your clients directly to push their recommendations. By forewarning your team, they’ll be more cautious about the advice they accept.<\/li>\n<\/ul>\nUnmasking covert persuasion tactics in Google Ads<\/h2>\n We tend to think of the Google Ads interface as a utility for ads management, not a sales tool for a Fortune 10 company.<\/p>\n
But Google Ads is using sophisticated persuasion tactics that always benefit them and only sometimes benefit you. <\/p>\n
Always consider the motivation and incentives behind Google’s explicit and implied recommendations, and only accept the ones that are good for your business.<\/p>\n
Contributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\nDo you know when you’re being manipulated? Most of us get the ick around used car salesmen and high-pressure tactics, but subtler persuasion techniques can be far more powerful. Consider the unassuming Google Ads interface. Though it seems like a benign management tool, its crafty design subtly shapes user behavior, contributing to $224 billion for […]<\/p>\n","protected":false},"author":2,"featured_media":1428,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21],"tags":[22],"class_list":{"0":"post-1428","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ppc","8":"tag-ppc"},"yoast_head":"\n
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