Show: Search Engine Marketing (SEM) for Small Business
Guest: Emily White, Director of Online Sales and Operations, Google
Aired: Sunday December 10th, 2006
According to The Kelsey Group, email is the primary daily online activity of 77% surveyed in a recent study. All you have to do is look at your own inbox to know this is true, as we all get bombarded with email every business day. And as you’re looking at your inbox, you’ll probably agree that most of it is unsolicited, junk or unsolicited junk. Studies show estimates that up to 75% of email is perceived by recipients as one of those three categories, leaving them overwhelmed and with a sense of helplessness. Let’s face it, although your business is on the prowl for new customers, all those receiving your emails are not in the market to be captured. That’s why the average response rates of email campaigns are in the neighborhood of 2-5%. Basically, your sales cycle isn’t matching up with their buy cycle.
Now you’ll be able to pick up some new customers who just happen to be in buying mode when your emails hit their inbox, but most buyers only buy when they are ready to buy. And when they are ready to buy, they morph into hunters, with their tool of choice being Google’s search engine. To put things in context, a Nielsen/NetRatings study found 5.3 billion internet searches were performed in February 2006, up from 3.8 billion in February 2005. The report also found the average web user performed 43.1 searches this February compared to 33.2 last year. Needless to say it’s not terribly surprising that search is rapidly closing in on email as the primary daily activity, according to The Kelsey Group. And roughly 50% of all internet searches go through Google. Because of these numbers, businesses of all sizes are expected to spend $5 billion dollars advertising on search engines, up from $2.4 billion in 2004.
Learn from Emily White, Google's director of online sales and operations, what SEM is, why businesses of all sizes are using SEM to expand the customer base, and how tools like Google AdWords and Adsense are making it easy to get started with it. Emily manages a team of Optimization and Client Services professionals who support AdWords advertisers. In addition to her responsibilities assisting AdWords advertisers, Emily also works closely with Google's product team to represent advertiser's perspective on upcoming product changes. Prior to these roles in the company, White initiated Google's internal AdWords training program and policy framework and managed the Editorial representative teams, which review ads. Emily joined Google as the first member of the AdWords Online Sales and Operations Team.