How Much Advertising Does Google Control? And Why Should it Matter to You?

Its amazing in just under about a decade and a half the growth of Google as the one of world's largest advertising platform.  This of course, has coincided with the move away from traditional print advertising and the worldwide acceptance of the internet as the go-to place for information. What are some brief takeaway for business owners?

How Big is Google's Advertising Platform?

This includes Adwords, Doubleclick and other Google properties.  Let's put it into perspective:

1.  Google receives almost $5 of every $10 spent on online advertising worldwide. Its total income from advertising last year was over $29 billion. To put this number in perspective, the total advertising revenues of all US newspapers combined last year was less than $22bn. And the major US television networks (excluding cable and local stations) earned  $21.7 billion in advertising.  (-indra de lanerolle).

2.  As far as online advertising goes, ZenithOptimedia has issued a report that tells us this:  Google controls44 percent of global online ad revenues.  AKA:  Way ahead of its competitors and the dominant online force (including Android/mobile).

What does this mean for business owners? 

There's good news and bad news:

1.  Bad news:  The days of set it and forget it are over.  Remember when you could just put an ad in the newspaper?  Or had to meet once a year with the Yellowpages guy to update your ad?  Those days are over (See picture to the right).  People search for EVERYTHING online. 

What does this mean?  Businesses have to either:

A.  Learn how to market their website and business online, which means paid search, organic search, local listings, social media and constantly changing and adjusting things. 

Or if you don't have the time (or desire) to do this: 

B.  Learn enough so you can understand some of what goes into online advertising so when you hire a professional internet marketer who can know enough to hire someone who is actually knows what they're doing and won't rip you off (very difficult) and will get you the calls, emails and leads you need to keep your business growing. 

The Good News: 

If you find a professional to help you OR learn how to market your site online yourself you can:

1.  Beat out your competitors not just because you outspent them for the largest Yellowpages ad.  No, online advertising whether paid or organic search rewards the smart advertisers.  It is not always he who spends the most wins, but he who understands (or hires someone who understands) how to market their business online wins.

2.  Get extremely qualified calls, leads, emails.  After all people aren't just picking up the paper or yellowpages.  They typing in very specific terms.  If you come up in the search results instead of your competitors for those terms.  They will call you.

Bottom line is this:  Businesses need to at least start putting into motion how they'll market their site either by doing it themselves or hiring a pro.  This begs the question:  How can you find the right person to hire for marketing your website.  You should call or email us ; ) ! 

Failing this, our next post will be about how to hire an Internet Marketing pro who will help your business and not just take your money.  This is a very requested subject, due to the number of people we've talked with who have been ripped off and the number of accounts we've taken over that had very poorly done marketing work.  What are you thoughts on the above?  Stay tuned...

Google Engage Program: A Win- Win for All?

Google has started up a new program called Google Engage. 

What is it?

It's designed for webmasters, internet marketing agencies and others to get their clients to try Adwords for free.

Here's how it works:  Google provides you with free online training on Adwords, Analytics, Places, etc.  You get the free training and coupons you can give to your clients so they can be encouraged to try out Adwords.

Who it benefits:

1.  Your agency:  You get free training, and can get your clients to try Adwords risk free by giving them free coupons.  Hopefully they will quickly realize that they need your expertise to really benefit from Adwords and become long term clients.

2.  Your clients:  They get to try out Adwords for free and it can lead to them getting more sales, leads, etc.

3.  Google:  They get more people started into Adwords, they get you to help spread the word with your free coupons and they make more $$$.

We have signed up for this new program in an effort to provide a risk free trial of Adwords to future clients with these coupons and our start using our professional services.  After all, the coupons will only be for so much money but at least a client can dip their toe in the water with little risk.

In most cases it will probably be enough for a client to say "This could work for me but I have no clue how to do PPC", I need help.

Check out the video below for full info:

FTC Do Not Track Policy: SEO & PPC Implications / News Roundup

A few weeks ago the Federal Trade Commision made a call for a "Do Not Track" option regarding online privacy.  We all remember the Do Not Call list that many of us added our numbers to, avoiding many irritating telemarketing calls during dinner. 

Many articles were published in the last few weeks regarding this topic but we didn't see a whole lot about how this would affect PPC advertisers, SEOs, and those who use Analytics software to track visitor behaviour, conversions, repeat visitors and more.

Alot of questions come up:

Is this the end of website analytics, Adwords conversion tracking, bounce rates, time on site and geo-targeting?  Or is this a step toward protecting people privacy so that you don't have to worry that Facebook will change its privacy settings again and confuse you into having all your info across the internet?  Its really too early to tell.

We though we'd select a few articles about this new FTC proposal.  They are kind of all over the place in their opinions. 

If you have any comments on how this will affect SEO, PPC, Analytics or online marketing in any way we'd love to hear your thoughts.  Here are a few news articles on this subject:

USA Today:  'Do Not Track' online privacy measure under consideration

USA Today:  Don't Track technology is simple, experts say

Chicago Tribune:  FTC proposes 'do not track' list to protect internet users  The FTC's "Do Not Track" Proposal Already Having an Effect

Reuters:  Why Web Giants would benefit from a 'do not track' policy

ITBusinessEdge:  legislators regulators consider do not track mechanism

Rostin Ventures:  FTC Do Not Track List Guidelines Support SEM SEO Strategy, Mobile SEO & Social Media Marketing

Click to call- Useful New Feature for Advertisers?

With the advent of the game-changing iphone and its app store Smartphone morphed from being something used by techies and corporate types to a truly fun & usable device that everyone wants.   Add to this the popularity of the Blackberry and Google's new operating system and you have a fast growing segment of the mobile phone market that are heavy users of the internet.  This segment makes up about 15% off all mobile phones in the U.S., or about 50 million smart phones.  

Mobile device makers such as Apple are trying to get advertising revenue from all these eyeballs by putting together new advertising platforms such as iAd.  Google has recent release their Click to Call phone extensions for Adword advertisers.  What's the basic idea behind this and how do you put it to work for your business or clients?

According to Google, "Phone extensions are a type of ad extension, an ad feature that allows advertisers to add additional information about their businesses and offering to their text ads. In the case of phone extension, this additional information is your business phone number, which can be accessed directly from the ad with a single click on a user's high-end mobile device.

Phone extensions will appear as clickable phone numbers beneath the main text ad, and will be visible to high-end mobile device users who access search, Voice search, Google Mobile App or Google Maps for Mobile from their phone."

Check out the picture to the right to see what it looks like to a person searching on your site.  To find out how to completely set up Click to Call, go to the Google Inside Adwords Blog

Why Click to Call?

Think about it.  You're surfing on your mobile phone and you search for say, "pizza", or "electrician", or even "travel agent".  With the new Click to Call feature you're going to see that phone number in an advertiser's sponsored results PPC ad.  By having a phone number right in that ad that calls the business it makes for s seamless and easy experience for the searcher, more money for Google and possibly more business for you or your client. 

In addition, Google has rolled this feature out nationwide not only for local advertisers but for national advertisers.

Does it Work?

According to a Google spokesperson, on average, advertisers who participated in the original Click-to-Call beta saw very positive results, ranging from a 5 to 30 % increase in click-through rates.  But we'll just have to see over the next few months how this is working out for advertisers.

Final Thoughts

The idea that anyone with an iPhone, Android phone or other phone can just search and quickly click your ad to call you is interested because it kind of goes along with the thought of how people use smart phone differently than a regular computer.  Also, it's interesting that by searching, seeing your ad and clicking the number to call totally bypasses your website. 

Like a lot of things in advertising, learning, researching your potential clients, writing relevant ads with relevant keywords and just trying it out and carefully tracking results to see if this is for your business is a great way to see if this new feature is for you.

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