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Holy Team-Ups: Google and X Might Be the Next Dynamic Duo

October 04, 2023

1 min 52 sec read
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Is this the superhero team-up of the year, or just a baffling blunder that could blow up before it even gets started?

If you're one of those who didn't see this coming, get ready as we tell you about the cozy new friendship between Google and X.

Let's face it: neither can stay out of the news lately.

Two hands reaching with one holding a G and the other holding an X
What's the bottom line with this team-up?

Here's the deal. X has generously agreed to let Google Display Network advertisers show ads on X's feed, which means that Google can also tap into the platform's user data.

More accurately, according to Search Engine Land, X "has decided to outsource the sale of some of its ad space following a 59% decline in ad revenue."

How did this crazy partnership come to be?

It comes after the infamous and aggressive X CEO Linda Yaccarino boasts that advertisers are returning to X after the mass exodus the platform faced in the early days of Elon. She went so far as to foresee a profitable 2024 for the platform.

For those who swear by Google ads, you might be in for a treat. This partnership could impact your Google ads in a couple of ways that might be appealing, although it will come with some questionable points as well.

Let's start with the stuff that looks pretty enticing.

First, if you run Google Ads, you should be able to show them on the X feed soon, letting you sneak onto the X platform without running X Ads or relying on Google's algorithm.

Sounds good so far, right? Who doesn't like the idea of getting in front of an audience without having to spend more money or be at the mercy of a third party?

And don't forget, a lot of discovery is possible when users browse X, which could lead to some full-funnel opportunities.

Still sounds good, right?

But there is a downside. There's always going to be a downside. In this case, there's the new "wild west" mentality at X, where almost anything goes. It's that mentality that chased the advertisers away in the first place, remember?

This could lead to your ads being dropped smack dab in the middle of a bunch of sensitive, offensive, or controversial content that you'd rather avoid. In other words, with X's "anything goes" platform, you could find your brand and reputation wading through mucky puddles of slime if you aren't careful. Of course, it depends on your definition of slime, but on X, there's something to offend everybody.

How this affects your ads depends on how Google and X decide to pass that data back and forth. The details of this "alliance" are a bit sketchy for the moment, so there's a little time to consider how you'll handle the partnership when it comes to fruition.

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