Another issue I would be interested in, is how to stand out from the crowd. Within this I would like to know how to encourage clicks and increase your click through rate. What should you focus on when studying competitors’ ads in order to win the consumer over, such as use of capitals in text ads, using Google Ad Words site links etc.

1.) GDPR -What information are search engine strategy creators entitled to access and use and which information is deemed confidential and thus not useful towards the strategy.

2.)Demographic targeting- How to optimise your resources in this realm and put them towards  individuals deemed as potential customers.

This lack of transparency is especially important given the market share of advertising spend held by digital search which is now about a quarter of all spend.

I am interested to learn more about the psychology of Google’s decisions and how they affect companies decisions about where to place their budget for advertising spend. As we know, some companies are starting to threaten to stop using google ads unless transparency levels start to increase. It will be fascinating to see whether this pressure will result in google being more clear with results to improve relationships and trust with customers. 

Given the discussion that we had in class today, I would like to know more about how Google can thrive with a lack of transparency. As mentioned in the lecture 25% of some companies Ad budget is pumped into search. This money then monitored via ROAS. That being said, Google’s lack of transparency, causes a diminishing total for companies who are using their services. The only way Google can be this successful with this lack of transparency is because they are operating in an oligopoly or close to a monopoly. 

              With that being said, can Google do this in foreign markets beyond the EU and US? Is this one of the reasons why they are not as successful in other markets where they do not have as strong of control?

After today’s lecture there are a couple of SEA issues I would like to know more about. The first one being misrepresentation. The company providing the service may not know or be familiar with your business or industry, which in turn can result in your website having major issues with the site targeting non-effective keywords and attracting unqualified visits.

The second issue, ties into my first point, I’d like to know more about is, results. It’s an obvious issue that we discussed a little about today, but what if the company providing the service can’t guarantee results due to the possible competition in an industry and also for start up companies and the intro of google ads, and how to obtain a high score in order to boost sales and performance results.