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James Visits Google

By Janelle Elizabeth

Republish: EasyPublish™
Published: 18Oct2011
Word count: 906
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Last week I visited Google Australia. They are getting pretty keen to share with marketing agencies how best to sell Adwords. For your benefit I made some notes since you may either be selling to businesses, considering selling to businesses or perhaps you are a business.

Maybe you just want to know how Google 'think' and operate. The meeting reminded me how new this industry is and how far it is going to go. We covered Adwords, Marketing, People, Innovation and Design.

In Australia only 50 % of small business are online

Wow. That means as the owner of a web development business, Seo business and Internet marketing coaching community businesses are on the way up. Business owners are more aware that online businesses are the way to grow faster (or get left behind). Google Australia have 550 staff . Half of them are engineers, the other half are marketing based. In Australia we are going to receive a faster internet speed soon. (It is quite slow compared to the USA).

PPC Techniques Update

We had an "Advanced" PPC breakout session with Kate Conroy. First we got an update on Adwords reporting. Here were her tips:

Reporting can be customized so be sure to select the columns you want and not too many. (Avoid column bloat, keep it lean). Focus on conversions because they make you money and are also an indicator of high quality (the all important relevance). The new 'top versus side report' shows a client where the ads appear on the page. Screen for quality. Filter quality score by 'low but getting impressions' to see where you can tune the campaign.

Focus on Extensions to really optimize the campaign

Location shows in seo results so be sure to include it for local businesses. Shopping extensions are HOT. (There exists a huge Merchant feed optimization opportunity for providers). Make sure pictures are big enough. Just increasing image size will show you more often! Get serious about shopping feed management

How to sell adwords to businesses

When you are talking to small businesses remember you have the relationship with them (not Google). Here is a checklist for you to move the customer through the phases (offered by the business development expert):

Comprehend - helping the business owner become aware of the possibilites. Connect - building relationship rapport so that a trusted conversation is possible. Educate - putting forward factual information to help bridge the gap. Ask questions - fully understand and resolve all areas of doubt or uncertainty. Pitch - suggest the solution. Close - make an agreement.

Wow. That means as the owner of a web development business, Seo business and Internet marketing coaching community businesses are on the way up.

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