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No Escaping Social Media

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Apr 2012

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Top Stories

Google's Adwords to Help SMEs to Go Global

Rishi Sonwal
Dec 2010

Ensuring robust online presence has become mandatory to be successful in today's business environment which is globally competitive. There are many players who provide excellent tools that are efficient enough to give online exposure to the products and services of the SMEs across the country.

There is a mushroom growth of B2B marketplaces on internet providing a host of services enticing the customers with various schemes including free listing etc. Some of such platforms are effective while many are struggling to make their presence felt imploring you towards the impending era of ecommerce.

Google is the leader in the segment and has become the monolithic for online exposure. Now every company or firm or institution wants their name in the Google search engine. Professionals, corporate, technical experts, etc. keep on making efforts to promote their products or services through the much sought-after tools of Google.

Call Centre for SMEs in South India

In order to promote its clients and help them to know its various tools like Google AdWords etc. better, Google India recently announced the launch of a new call center in Hyderabad. The call centre will provide regional language support to small medium businesses (SMBs) in India for its AdWords platform. The new center will offer support in various regional languages like Telgu, Tamil, Kannada and Malayalam. It seeks to manage both inbound and out bound calls to help small medium entrepreneurs to learn how to manage advertising campaigns online and grow their businesses by using 'AdWords'.

With this new additional facility, Google India will now provide support in 6 languages including Hindi and English.

'Google Engage' to Impart Training

As part of its outreach plan, Google also announced the launch of a new learning and training program called 'Google Engage (http //www.google.co.in/ads/engaoe/), which is designed to help individuals and businesses engaged in offering web-related services to customers locally. The new initiative will engage and support those businesses that specialize in helping other businesses succeed online, by further developing their online skills and knowledge of Google products, making them more attractive to potential clients and more valuable to their existing customers.

As part of this program, Google plans to invite various training and technical institutions to events and also in-person training sessions to members who sign up for this initiative. They will also receive readymade promotional materials, free online trainings and other education material, free AdWords vouchers that they can use for customers campaign and also help the members to become an official Google certified partner. All these benefits will be offered free of cost to businesses or individuals who sign up for the program.

Handholding to SMEs

Sridhar Seshadri Head of Online Sales Google India said, "With over 35 million SMBs in the country, India is a strategic market for Google. We are looking to significantly invest in our efforts to maximize our reach and educate the Indian SMBs to gain from the benefits of online advertising. Our self service model saw instant adoption from the technically savvy Indian Businesses but - most Indian SMBs still need some handholding to get them started and initiatives like Google Engage are a step in that direction."

According to Seshadri, Google AdWords platform which completed 10 years this month has empowered over a million small and medium businesses globally to gain from the power of search engine advertising. “In India, we are committed to partner SMEs by offering localized support and help them to manage their campaigns online free of cost. We have seen phenomenal success from our call center initiative, where our experts offer tailor made solution to businesses of all types. This localized approach has received phenomenal response in India and we have recorded over 95% YoY growth. By investing in additional capacity and providing more local language support we're extremely confident of continuing our momentum in India." he said.

Direct Engagement Events

In addition to the Google Engage initiative, Google India plans to host over hundred direct engagement events and workshops for SMEs and empower them with the knowledge to gain from Google's AdWords platform. Small medium businesses with an online presence can also continue to avail free advertising coupons worth Rs 2500/- that can be used to advertise on Google Search engine, by just calling the number 1860 266 6622 and registering their account with Google India AdWords platform.

What is Google AdWords?

Google AdWords is Google's global advertising program that enables advertisers to reach the people who are interested in their products or services. Advertisers use our automated tools, often with little or no assistance from us, to create ads, place bids to serve their ads, select the types of sites where they'd like their ads to appear, and set daily spending budgets. AdWords features an automated, low-cost online signup process that enables advertisers to implement campaigns that can go live in 15 minutes or less.

AdWords ranks ads for display in one of two ways: either by CPM (cost per thousand) or a by combination of the maximum cost per click (CPC), which is set by the advertiser, together with clickthrough rates and other factors used to determine the relevance of the ads. This process favors the ads that are most relevant to users, improving the experience for both the person looking for information and the advertiser looking for interested customers. AdWords has many features that make it easy to set up and manage ad campaigns for maximum efficiency and effectiveness.

How Google AdWords can be Used?

With Google AdWords, you can create and run text ads for your business on the Internet AdWords ads are displayed along with search results when someone searches on Google using one of your keywords. This way, you'll be advertising to an audience that's already interested in your business.

You can also choose to display your ads on content sites in the growing Google Network. The Google Network is a large group of websites and other products, such as email programs and blogs, who have partnered with Google to display AdWords ads. Popular examples are NDTV.com, The Hindu, Mouthshut.com, chennaionline.com, equitymaster.com etc.

Advertisers have the option of running their ads on Google as well as the Google Network for no extra cost. AdWords ads are placed based either on searches or content, so the Google Network has two components: the search network and the content network.

Additionally, you can choose from a variety of ad formats, including text, image, audio, and video ads, and easily track your ad performance using the reports available in your account.

Step One- sign up online for a Google AdWords account by paying a nominal onetime fee of Rs.60.

Step Two- create your ads and choose keywords for them. Keywords are words or phrases related to your business. You will find a lot of helpful tools (like the Keyword Tool to explore keyword traffic and cost estimates to help you make informed decisions) inside your account that will help you create ads and find relevant keywords for your ads.

When people search on Google using one of your keywords, your ad may appear next to the search results. Now you're advertising to an audience that's already interested in you.

Users can simply click your ad to make a purchase or learn more about you.

How do I pay?

With Google AdWords you pay only for results. You can choose to pay in two ways-

a) Only when someone clicks on your ads (with cost-per-click bidding) or,

b) Only when your ad is displayed on Google or its network (cost-per-thousand-impressions.

Additionally, you get to set the limit on how much you're willing to spend each day and specify hpW much you're willing to pay per click (as low as Rs.0.45 per click!) or per thousand impressions (as low as Rs.10 per 1000 impressions!).

Advantages of Google AdWords

Control over your spend: The success of our advertising program is built upon the success of our advertisers. So, we want to do everything we can to help you get more out of your ads and attract qualified prospects in the most cost-effective manner possible.

Cost-per-click (CPC) pricing, so you pay only for the clicks you've received at a price you've set.

Cost-per-impression (CPM) pricing for those who prefer to target individual content sites and pay by the impression.

You decide what you what to spend on a day to day basis by setting your own daily budget.

We provide you with cost estimations and tools (like the Keyword Traffic Estimator and the Budget Optimizer) to help you control pricing.

You can also analyze your ROI and measure your ads' performance through your AdWords account by running different kinds of reports.

Targeted Ads: AdWords has a lot of great features that makes your Google AdWords account fully customisable. For every AdWords campaign, you can be very specific about who you want to display your ads to. You can target your ads:

Location wise - These settings determine the geographical locations of the people who see your ads. You can choose to show your ads to multiple countries at the same time or even just to someone who is 25 kms from your doorstep!

Language wise- with these settings you can choose to show your ad to people who speak a particular language or several different languages.

In addition, you can even choose specific times in the day or night that you want your ads to show. This kind of control over your advertising campaigns will ensure better ROI than most other forms of advertising.

Relevance and Reach: When you advertise with AdWords, your ads will show to an audience that is already interested in your business. This will ensure that your ad is as relevant as possible to a user on Google looking to buy or learn about your product/service, thus improving your ROI. Additionally, by advertising on the Google network, you can broaden your ad's reach, as well as build your brand's image.

2 Comments >>

prakash

30 Dec 2010 (12:15:33)

What history tells us that wars are not won by more power and resources but won by who was having skill to utilize power & resources more effectively.(Example :-Mughals Vs Shivajimaharaj) Marketing is the war in new economy to win more market share we need to develop skill and knowledge to utilize marketing budget effectively Let’s spent some time in New Year to develop that skill and win market share for our product. Which can help Indian SME’S I am going to do so. Are you with me? PRAKASH BHOSALE. eMarketing Consultant for SME’S Can reach at info@ebrandingindia.com

prakash

30 Dec 2010 (13:33:22)

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