What is Google Guaranteed Business?
We know that a lot of people use the internet more than ever before to make purchase and service decisions. Hell, we already know thanks to data available to the public that on average “the number of daily searches on Google – 3.5 billion, which equates to 1.2 trillion searches per year worldwide.” Google has changed the name of the game when it comes to gathering information and sharing it with the world. However, it has had its hiccups in the past. For instance, a lot of people weren’t thrilled when they were forced to make accounts on their social media just to comment on Youtube videos. Also, does everyone remember what happened to Google Glass?
Despite their failures, that does not mean that they aren’t going to try new ways to make money as any good company would. Their latest venture proves that they are still ready to move forward to help their business, and the ones affiliated with them, grow. Google Guaranteed Businesses have been popping up in local maps. They are characterized by a small green shield, almost portraying a sense of endorsement towards this particular business. It raises a couple of questions, “What is a Google Guaranteed Business?” “Can anyone become a Google Guaranteed Business?” “What sort of benefits and drawbacks does it have?” So, we are going to dig deep and find that out.
Google Local Service Ads
Before we start talking about a “Google Guaranteed Business” we need to understand the context that the term is framed. Without any context, it sounds like a Google-run business. While that sounds like the case and could possibly appear like an endorsement, this is farther from the truth.
It means that the local business has paid for advertising space under Google.
Google has been playing the advertising game for a good while. They launched their Adwords back in the year 2000, with 350 customers. Adwords is a program that would prioritize businesses that used specific keywords on the top of the search engine page, providing that they paid for it.
Eventually, they started integrating their own map program. This both provided direction for users and offered recommendations based on a cross-section of keywords and what was in their local area.
This expanded into a service known as Google Local Service Ads. Businesses were pushed on the top of the search list for local maps provided that, yes, they paid for space with a specific keyword.
This is a sound business practice on the part of Google. Why? Because it has made them billions of dollars in revenue every year. However, these programs were not without its faults. This lead to frustration for the businesses that paid a lot of money for advertising, only for it to not pan out.
Flaws of Google Advertising
Google ads, at the end of the day, is a PPC (pay-per-click) system. This means that the advertising business pays money for each time a person clicks on their ad. While it does not initially sound like something that could be flawed, it needs to be understood that the customer pays for every click, not every conversion. This means that it is too easy to waste money, paying for people who click on the site. Regardless of the fact whether the business makes money from it or not.
Another issue that crops up with Google advertising is the fierce competition over the same keywords. If you are a small business and the term you are aiming for ,or the area you are advertising in is too broad, you will most likely be swallowed by the competition. The playing field is available to everyone, including multimillion-dollar corporations that can out easily out buy the competition.
It also doesn’t help that the best way to get any sort of ROI is to constantly watch, experiment, and gamble with a lot of time and money.
These have been consistent complaints through many Google Ad users, to the point where smaller businesses just don’t bother or walk away from sheer frustration.
But not only businesses have been frustrated.
There have been plenty of customers who have outright trained themselves to not click on the ads. Middle-aged to younger users are kids who have grown up with the internet. They have learned to associate the ads with scams or unwanted offers. There are even some businesses that advertise that aren’t even fully licensed. All a business needed to advertise, after all, is pay for it. So, to avoid any risk of a virus or any unwanted misinformation, people don’t bother clicking.
But Google has taken notice. Most of their money comes from ad revenue. If local businesses are getting too frustrated by being possibly pushed out by the system, they would need to fix the system in order to get that money from revenue back. This is where Google Guaranteed Business came in.
Google Guaranteed Business
A Google Guaranteed Business is essentially business advertising insurance. This is a way for Google to step in and prevent too many advertising losses and service fraud.
How it Helps Customers
- How it works is that Google vets the business that pays for their AdWords to make sure that the local business provides legitimate goods or services. They do this through” a strict screening process by Google including a background check, license, and insurance check as well as a screening of reviews and ratings.”
- Any customer that works with a Google Guaranteed business and is not happy can submit a claim to Google.
- Any job booked with a Google Guaranteed business has a money back guarantee. The work done by the businesses is guaranteed for up for $2,000.
- Upon its initial launch, the services were only available for locksmiths and plumbers, the industries where past business fraud hit the hardest.
How it Helps Local Businesses
- If businesses make it through the screening process then they are qualified to receive even further priority over Google’s traditional ads in the results list.
- Google compensates any business dispute for up to $2,000. Businesses won’t always be out of pocket if a service goes south.
- This form of advertising service is a pay per lead model. While businesses are responsible for turning them into customers, businesses are paying for direct results.
- It creates a level of trust for customers. Google is staking their money and reputation on the behalf of the business.