[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fgoogle-fine-affect-digital-marketing":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":22,"head_links":329,"breadcrumbs":330,"reading_minutes":141,"category":338,"head":340},"2017-07-07T13:29:00",{"rendered":6},"\n\u003Cp>It’s no secret that Google just got handed a record $2.7 billion fine for favouring its own shopping service over competitor sites. But was this the right decision, and what does it mean for the digital marketing industry?\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"the-european-commission-say\">\u003Cstrong>The European Commission Say:\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignright\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fs3-eu-west-1.amazonaws.com\u002Fimpression.co.uk-uploads\u002F2017\u002F07\u002Fvestager-300x238.jpg\" alt=\"\" class=\"wp-image-7155\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>The European Commission has ruled that Google has been abusing its power by promoting its own shopping comparison service at the top of search results. EU competition chief Margrethe Vestager has given Google 90 days to change its practices, or face a further fine of $12 million for every additional day it fails to comply. In a statement, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theguardian.com\u002Fbusiness\u002F2017\u002Fjun\u002F27\u002Fgoogle-braces-for-record-breaking-1bn-fine-from-eu\">Vestager said\u003C\u002Fa> “Google’s strategy for its comparison shopping service wasn’t just about attracting customers. It wasn’t just about making its product better than those of its rivals. Instead, Google has abused its market dominance as a search engine”.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"google-says\">\u003Cstrong>Google Says:\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignleft\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FE8h2OptI-Payal.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-7147\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>However, Google disagrees and has said it will appeal the decision. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.blog.google\u002Ftopics\u002Fgoogle-europe\u002Feuropean-commission-decision-shopping-google-story\u002F\">In a blogpost\u003C\u002Fa>, its Senior Vice President and General Counsel Kent Walker said, “When you use Google to search for products, we try to give you what you’re looking for. Our ability to do that well isn’t favouring ourselves, or any particular site or seller–it’s the result of hard work and constant innovation, based on user feedback.”.\u003C\u002Fp>\n\n\n\n\u003Cp>More accountability and transparency for large firms like Google is undoubtedly a good thing, but this should not compromise the quality of the user experience. People want simplicity. If I search for something online, the chances are that regardless of which search engine I use, I want to see results relating to my search query. What I don’t want is to be redirected to a different site where I have to repeat my search. At the end of the day, Google is a private company. It is not a public body, so why should it be expected to behave like one?\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-will-this-affect-digital-marketing\">\u003Cstrong>How will this affect digital marketing?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>The effect which the EC’s ruling could have on online advertising entirely depends on how Google decides to respond. Until Google announces the changes it intends to make, we can speculate on some of the possible ways digital marketing could be affected. For example, mobile ad positioning could be changed to redistribute the split between paid ads and organic search results (the former currently dominates most mobile screens). Alternatively, Google could update its algorithm to promote other shopping results more visibly. If this happens, online advertisers should be prepared for a potential drop in engagement with their Shopping ads.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fs3-eu-west-1.amazonaws.com\u002Fimpression.co.uk-uploads\u002F2017\u002F07\u002FGoogle-shopping-2-300x133.jpg\" alt=\"\" class=\"wp-image-7149\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>The EC’s controversial decision to punish Google has attracted both positive and negative attention. But regardless of opinion, businesses and digital marketers should spend the upcoming months preparing for change and getting ready to adapt their business as necessary.\u003C\u002Fp>\n",false,"standard",[10],40,[],[13],135,[15,16,17,18,19,20,21],"post-9132","post","type-post","status-publish","format-standard","hentry","category-ppc",{"page_content_modules":23,"hero":137},[24,90],{"acf_fc_layout":25,"reduced":26,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":26,"title":27,"content":6,"authors":28},"blog_post_content",true,"Google’s Record Fine And How It Could Affect Digital Marketing",[29],{"id":30,"path":31,"display_name":32,"job_title":33,"description":34,"avatar_url":35,"acf":36},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. 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If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[105,107],{"name":106,"image":35},"Joe Turnbull",{"name":108,"image":109},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":111,"name":112},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":16,"title":114,"excerpt":115,"to":116,"postedAt":117,"readingTime":118,"image":119,"authors":120,"category":124},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[121,123],{"name":122,"image":35},"Harry Clements",{"name":108,"image":109},{"to":111,"name":112},{"type_key":16,"title":126,"excerpt":127,"to":128,"postedAt":129,"readingTime":130,"image":131,"authors":132,"category":136},"What’s new in Paid Media: June 2026 industry updates","\u003Cp>Welcome to the latest blog from the  Impression Paid Media Team, where we uncover the latest news and trends to help you stay ahead of the curve. Keep reading to discover: Google Delays the move from Dynamic Search Ads to AI Max Google surprised advertisers in June by delaying the automatic migration of Dynamic Search […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-june-2026-industry-updates\u002F","2026-06-24T11:26:41",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fandrey-grinkevich-0x6RTts1jRU-unsplash-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[133,134],{"name":122,"image":35},{"name":135,"image":35},"Jennifer Shin",{"to":111,"name":112},{"type":138,"style":139,"heading":27,"date":4,"updatedAt":140,"reading_minutes":141,"image":33,"imageAlt":27,"categories":142,"collections":328},"blog-post","light","2022-02-07T16:48:37",3,[143],{"id":10,"count":144,"description":145,"link":111,"name":112,"slug":146,"taxonomy":147,"parent":41,"meta":148,"acf":149,"head_links":150,"resource_count":151,"yoast_title":152,"yoast_meta":153,"yoast_json_ld":197,"_links":296,"path":111},271,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[154,156,159,162,165,168,171,173,175,177,180,183,186,189,191,194],{"property":155,"content":152},"title",{"property":157,"content":158},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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