Google AdWords was "built" by small businesses, but there are millions and millions more in the US and abroad that Google would like to introduce to AdWords without building a sales force to knock on doors. (Yellow pages publishers are doing that for them.)
I saw this last week but Barry Schwartz just posted something that reminded me to write about this. He points to Google Base now being an entry point for AdWords, with geotargeting and pricing being essentially "automatic." (You can probably already see where I'm going with this.) The interfaces are pretty straightforward and “services,” where well over 75% of US small businesses reside, are already part of the menus in Base.
Jonathan Rosenberg, Google's product SVP, spoke at Google Press Day about the "tail" consisting of small business advertisers, who are an important market for Google. He also talked about Google AdWords "Starter Edition" as being tailored to new advertisers and specifically small businesses. Starter edition is simpler but still doesn't address many of the objections/obstacles to small business adoption of the “traditional” AdWords product. But this new development with Base potentially does.
Let's put aside that it's not visible to most would-be advertisers. At least conceptually this is a much simpler approach for SMEs. Also putting aside the "trust us" dimension of this new "BaseWords" offering, I'm sure that it points the way to a future, segmented approach (Starter Edition is an example of that) to the market. What that segmentation ultimately looks like remains to be seen.
But Base-ically (sorry) it looks like this: SMEs provide creative, categorization and a weekly or monthly budget and Google does the rest including geotargeting; more experienced SMEs or those who want greater control over their advertising will be pointed to Starter Edition; and those who want to run multiple campaigns and want the most control will be directed toward Standard Edition.
Without having spoken to anyone at Google, I’m sure the company has AdWords simplification in mind for SMEs in introducing this new BaseWords offering.
April 25, 2008 at 8:17 am |
This is the good new for google user. The new feature of google is likely to launch on google. Google Base is Google’s free user generated content database. Registered users can submit job listings, personal ads, blog posts, podcasts, recipes, images, technical documents, real estate listings, products, and more. While the information will focus on Google Base for products, much of the information is applicable to all Google Base submitters, regardless of the type of data involved.