Google AdWords 'helps SMEs grow'
Dubai, March 27, 2013
Google’s AdWords is proving to be a great tool for small and medium enterprises (SME) and start-ups in their advertising and marketing efforts.
“Many of these firms require additional support to get their feet off the ground that doesn’t put a dent in their pocket, unlike large corporations who can afford to spend money on advertising and marketing campaigns. These SMEs can now rely on AdWords for the extra boost they need,” a company statement said.
AdWords enables them to define what they spend and understand the effectiveness of their advertisements, he said.
“They don’t need deep pockets to conduct market research and there are no delays or expensive upfront costs - anyone can advertise in the moment at a cost of their choosing,” it said.
Once a business decides to utilise AdWords, they can immediately create ad campaigns that are based on the public’s current mood. The ads created are informative, relative and useful to bring users the most satisfaction but also bring advertisers the most success, the company said.
Google Analytics gives real-time measurements of an advertisement’s effectiveness which allows them to use their budgets efficiently. There is no minimum amount that a business needs to spend and they have the option to set an average daily budget, it said.
Every advertiser is provided with an AdWords account where they can see full reports on their costs and billing history. Advertisers can decide what type of customer action they would like to pay for. Options include a cost-per-click rate, frequency of ad display, and how many conversations are received. Based on their preferences, a cost is generated.
“Google wants to continue to help build small and mid-sized businesses and drive the economic growth of its partners in the region. Therefore, we provide numerous tools that can be utilized from anywhere at anytime,” said the statement.
Google Analytics provides both power and flexibility to understand the specific and unique ways customers interact with your site. Any advertiser would have access to a full range of online tools from AdWords as well as Google Translate and Google Trends. To empower these businesses even more, we’ve localized several of the tools so that advertisements can be as specific as desired.
For example, businesses can specify the region they want their ads to appear in and can target specific cities in the UAE. Also, the Maps tool has local extensions that help users find addresses by showing the address and driving directions in the advertisements. For smaller businesses, this can help them focus on clients who would be able to reach their locations and benefit from things such as same day shipping.
A new business such as a nail salon in Abu Dhabi may want to advertise, but they don’t need to reach an audience in Sharjah or Ajman because the driving distance would deter any customers. Therefore, they can choose to target only people in Abu Dhabi who use relevant keywords such as ‘nail designs’ or ‘make-up’. By having a detailed profile of their desired customers, a business would profit because their advertisements would appear only when relevant and the cost of it would be outweighed by the customer’s likely purchase, it said.
One company which has found success with AdWords is Namshi, a Dubai-based online retailer. “We’ve been using AdWords since the very beginning,” says Louis Lebbos, co-founder of Namshi. “When operating a purely online company, there’s really no other pay-per-click option that gives us the ability to present a specific collection of our products based on what people are truly looking for. AdWords generates sales for us on a daily basis.”
Another venture which has found Google’s offer useful is dubizzle, one of the largest classified advertising websites in the Middle East and North Africa. Google Mobile Ads has helped the company to achieve its goals, said Nadia Zehni, search marketing manager. “Mobile ads drive quality traffic to the site, helping us achieve click-through rates on search of up to 14 per cent. In some countries, our Place an Ad conversion rates through mobile have risen by up to 300 per cent. And because of the smaller sizes of mobile devices and tablets, search and display ads take up a larger percentage of the screen,” said Zehni. - TradeArabia News Service
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