It’s no secret that rules and regulations in the technology world heavily affect the guidelines and rules for various advertising and marketing platforms, including pay-per-click advertising. Digital agencies that offer PPC to their clients should take the time to understand what regulations are being put into place and why. At SEO Resellers USA, we are a top PPC white label reseller working hand in hand with digital agencies who need to outsource SEO for their clients, so we make a point of keeping on top of any changes in the digital space. Recent research coming from the Pew Research Center reveals that fewer Americans are in favor of increasing the control that the government has concerning regulating technology companies.
Research From The Pew Research Center
The Pew Research Center has been closely studying technology and Americans’ opinions regarding the government’s role in regulating technology for some time now. Specifically, Pew Research has been interested in the potential impacts regulations, and any related decisions could have on Americans’ digital lives. This specific research surveyed 5,074 adults in the U.S. between April 25 and May 1, 2022. Each survey participant is a member of Pew Research Center’s American Trends Panel (ATP), recruited through a national, random sampling of residential addresses. The survey is weighted to be an accurate representation of the U.S. adult population with regard to gender, ethnicity, race, partisan affiliation, education, and such.
The survey found that 44% of Americans were of the opinion that major technology companies need to be regulated more than they are at present. This is down 12% from April 2021, when 56% of Americans held the same opinion. On the other side of the coin, the number of Americans who reported that less government regulation was needed has almost doubled. In previous years, around one in ten (around 9%) felt that the government needed to be involved less. Today, the same opinion is held by roughly one in five Americans (around 20%).
The reason for the big shift in American opinion could be due to several factors. The Pew Research Center shares that a large majority of Americans (77%) find it somewhat likely that social media sides currently sensor political viewpoints when they are found objectionable. The idea of censorship could go a long way in changing the opinions of the American people.
What This Research Means For PPC
If things go the way of less regulation, it’s entirely possible that social media and advertising platforms will keep (or gain more) control over what they do or don’t offer to users and advertisers. With less regulation, companies offering PPC will begin to implement policies that affect the consumer experience if they haven’t started already. These policies could have a variety of effects on PPC, including:
- Removing third-party cookies could mean advertisers need to start building their first-party lists.
- Ad platforms such as the Meta limiting ad targeting options as they put non-discriminatory practices into place, which could make PPC strategies less effective
- Search terms are being removed or hidden, limiting the insight advertisers have into which search terms are converting.
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