The latest news and events around Google seems to have been nothing positive for the company. The bankruptcy of the company’s quarterly accounts caused an important “financial unforeseen” during the past year, forcing the company to request temporary suspension of its stock price following the 9% drop in its stock market.

The data of these leaks, showed the fall in year-on-year terms of Google’s net profit, which would have experienced a 20.2% decrease to 2.176 billion dollars. A truly significant fact if we consider that advertising is undoubtedly the most important pillar of the business model of the internet giant. And although the data are only a reflection of the reality and the economic crisis that happens worldwide and that of course affects companies and advertisers, this drop in income is striking when most studies and reports see an increase of the investments of the companies towards the digital environment.

All this makes us ask some questions and questions. Is Google’s advertising business getting obsolete? Are the companies changing their strategy leaving aside as secondary search engine advertising? Or maybe it’s time to try out new formulas and reinvent yourself?

Of course we do not forget that for the vast majority of companies, selling remains a goal and a priority goal. Directly or indirectly, this is the outcome that is sought through any marketing strategy that is done to issue a message that directly impacts and generates a reaction towards the brand or product in the consumer.

Traditional internet advertising alone can offer us interesting results depending on our purpose and type of business. However, the current trends that both companies, brands and advertisers are adopting seem to have taken an alternative route. We are undoubtedly in a new era of marketing of emotions and experiences, Branded Content, content marketing and brands that seek to connect with consumers through interaction and stories. Should Google then take note of it all?

When we talk about the important differences between the advertising of the search engines and that of the social networks, we find that the most determining factor is that in the first case, it is the user who has to access a search engine information. The potential of this type of advertising is therefore to offer targeted, relevant and related ads depending on the user’s own search and interest. However, most users accessing social networks have different behavior. They do not need interruptions with advertisements that invade their space while the only thing they are looking for in simply relating.

That said, and if we take into account that this decline in Google’s net profit, apart from the crisis, may be due, among other factors, to the fact that brands and advertisers are aimed at another set of strategies such as marketing of content Why not convert the content into a new advertising medium?

This does not imply that the advertising that Google offers us both in their search engines and in the pages of affiliates is far from irrelevant or ineffective. It does not have to disappear or be completely replaced. It is about introducing a new advertising concept that goes beyond what is currently established, going from the “Service / Product to dollars” formula to the “Advantages and experiences of my Product / Company”.

The image we present is a recreation of how this type of advertising could fit within the Google search engine itself. As can be seen, side ads have been replaced by references to content or “sponsored stories” that the brands themselves could generate and promote to captivate users through stories and not just the promotional message of a product or service on sale.

Do you think this new support or type of advertisement with sponsored stories could be valuable to the search engine and to the brands themselves?