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npx13

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We are a very long established bricks and mortar Irish retailer that chose to go online with Shopify and use Shopify Payments for online transactions only at the beginning of the pandemic. Today, we were given essentially given a couple of days to provide invoices from all our suppliers and letters of authorisation from each of them.

We have a lot of suppliers all over Europe and this is the 14th July. To say that we are angry would be a gross understatement.

Without paid links, neither Google nor Facebook would exist. A Google ad is a paid link. The only difference in this case is that Google is the one getting paid. Ditto for Facebook. Both have become much more agressive in recent years in making sure that any clicks off their platforms are being paid for. Organic search no longer really exists for any search that can be monetised by Google, especially on mobile and some Governments are waking up to this.

This Google squeez also happens when a company spends on offline ad campaigns as often the first action in response to an ad is to type the company name into the browser. The searcher then arrives at the Google gate where friction is applied to divert a percentage of those to click on competitor online ads. Google is also taxing global offline ad spend.