IpadGoogle’s $61 billion turnover of ad revenue in 2014 made the search engine giant the biggest grossing advertising platform in history. And the juggernaut is showing no signs of slowing.

Google’s strong arm is the sheer number of users. With 1.17 billion people addicted to search, the way in which advertising revenue is stimulated has been captured in little black boxes.

And with the rapid growth of searchers using handheld gadgets to connect to the internet, the volume of searchers on a daily basis is phenomenal. And search engines are driven by content.

The changing face of advertising

Traditional marketing techniques may not be dying out per se, but they are being adapted for the digital arena. The internet has become a cost-effective platform for advertisers to target customers.

Furthermore, modern consumers are technically savvy and typically turn to the web to gather information and conduct their shopping conveniently. Some industries are losing the need for bricks and mortar premises because their entire enterprise is conducted online.

Digital marketing is not only changing customer behaviours, but also the way in which business connect and communicate with prospects. It has advantages and disadvantages.

Content driven

Google predominantly excels through driving content. The entire mechanics of search engines relies on keywords to identify content the end-users wants, and Google promotes quality content that provides value for the reader.

Not only that, but Google provides a diverse range of marketing tools you can use to reach customers. YouTube videos, written and image content, paid advertising, mobile ads, display network, apps, podcasts and online communities enable marketers to attract customers.

The ultimate goal for digital marketers is to provide a good user-experience for visitors. The next hurdle is getting your content in front of prospects. But once you establish yourself as a provider of top content, the latter becomes much easier.

In the meantime, companies are faced with several content marketing options, one that Google ultimately dominates for the majority of established online businesses – which is why Google is the most important advertising platform ever.

Social rivals

Social media networks are a great tool for marketers to push content and interact with customers. But still, no one social platform can match Google’s ad revenue or power to land content in the laps of the right people.

Content marketing on social is more of a lottery than search, especially given networks are limiting their reach with a view of making companies pay for advertising. Facebook is the leading social platform – and their ad revenues is five times less than Googles!

The reason for Google’s dominance is because search engine users have intent. They are purposely looking for specific items and information, thus online firms appearing in search results have a ready-made audience.

Providing you have quality content and a user-friendly website of course! Without these key ingredients, Google loses its ability to support your enterprise in the digital arena.

But the search engine giant does have specific guidelines to follow and will only recognise websites that tick all the boxes.