“To Google” has become a transitive verb most of us use on both a personal and professional level. When we need more information, Google’s search engine is the one we turn to. What many may now be asking is, how did we get here? How did Google hold on to its steadfast search engine dominance above competitors like Safari, Bing and so many others? As of August 5, 2024 (and as ruled by U.S. District Judge Amit Mehta), the answer seems to be quite simple: Google is a monopoly.

The U.S. Department of Justice won its first case brought against the search giant regarding its monopolistic hold in search services and text-based search ads. Google was found to have violated antitrust laws by spending billions of dollars to create and maintain an illegal monopoly to stay in control of the online search market. While Google’s argument hinged on having a superior product that consumers seek out more often than that of their direct competitors, Judge Mehta’s ruling spotlighted the $26 billion exclusive contract in 2021 to Apple.

This systematic strong-arming by Google has left little room for competitors to gain traction and has allowed them to leverage this dominance to inflate ad prices substantially. Advertisers may wonder what this landmark federal court ruling might mean for them. Here’s what we’ve learned.

The Implications for Digital Marketing

For years, Google has been the dominant player in the search engine game, controlling over 90% of global search traffic. But this recent ruling could shake things up. With the potential for Google to loosen its grip, there’s a real opportunity for alternative search engines to step into the spotlight. For those of us who live in a digital world, this might be the moment to rethink our Google-centric strategies and start exploring new avenues to diversify ad spends across different platforms.

Judge Mehta’s ruling drew a clear line in the sand regarding Google’s dominance over text-based search ads. Despite no control in the broader search ads market, Google held the reins tightly when it came to pricing these text-based ads, tweaking prices without facing competitive pushback. Now, marketers are staring down a future where sticking with a single platform just won’t cut it. We’ll have to start looking at other search engines like Bing or even those dark-horse rivals who have been quietly biding their time.

As Google’s stronghold loosens, marketers could also face shifts in paid search costs, with new pricing models potentially emerging in a more competitive landscape. For those nimble enough to adapt, this could be a win. It’s time to think beyond just driving traffic through Google and start optimizing for alternative engines, revisiting keyword strategies and exploring fresh ways to raise conversion rates.

But let’s not forget the ripple effects this ruling could have across Google’s entire ad ecosystem. With more eyes on their practices, we might see tighter regulations, stricter privacy rules and more transparency around data usage. While that could shake up how targeted ads are delivered, it also gives us a chance to get creative. By leaning into ethical data collection and building consumer trust, we can adapt and thrive in this evolving digital landscape.

Why It Matters for Marketers

Increased competition in the search engine space could ignite a fresh wave of innovation. As smaller players scramble to claim market share, they might roll out new features or technologies that could become game-changers for marketers. Think improved search algorithms, stronger privacy protections or more intuitive ad platforms. Marketers who are ready to embrace these shifts could find themselves gaining a serious edge over the competition.

This ruling also serves as a reminder to marketers to not put all your eggs in one basket. The digital marketing landscape is constantly changing, and leaning too heavily into one platform like Google could leave marketing programs exposed to industry shake-ups like this one. Diversification is the name of the game now—whether that’s spreading ad spends across multiple search engines, testing out new social media platforms or diving deeper into content marketing. Keeping your strategy nimble and open to change will help you stay ahead of the curve.

Consumer privacy is, now more than ever, front and center. Google’s data collection practices have been under scrutiny for a while now, and this ruling could push the entire industry toward stricter regulations on how data is handled. For marketers, this means that building trust with consumers will be more crucial than ever. Brands that prioritize transparency and take a stand on respecting user privacy could become the winners in a world where data expectations are rapidly evolving.

The search engine space is in for some big changes, but with change comes opportunity. Stay flexible, keep your eye on emerging platforms and remember—diversification and trust are your best tools for thriving in this new landscape.

Searching for an agency partner that can assist in diversifying your search engine strategies? Hiebing is here for you. Email Nate Tredinnick at ntredinnick@hiebing.com to set up a call.