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10,000 New Small Businesses Are Now 'Sticking It to the Man' By Using Google's Advertising System, Expert Says

Posted on: Wednesday, 17 January 2007, 06:00 CST

IRVINE, Calif., Jan. 17 /PRNewswire/ -- Google's advertising program has made possible the creation of ten thousand new small businesses, a greater impact on the business world than their skyrocketing stock values or billion-dollar YouTube acquisition.

This is the view of Bryan Todd, co-author of Ultimate Guide to Google AdWords: How to Access 100 Million People in 10 Minutes ($24.95, Entrepreneur Press, http://www.entrepreneurpress.com/).

AdWords is the system of small pay-per-click thumbnail ads you see on the right-hand side of Google's search results. Google's own survey data shows that 90% of their advertisers are businesses with fewer than ten employees. A medium this large that favors small players is unprecedented in the history of advertising, Todd said.

"After working with hundreds of small-business owners, we've seen again and again that by following the right principles, anyone can compete," said Todd. "We spoke with a gentleman named Joe Spratley who got an e-mail from his former boss -- now his competitor -- saying the company is getting worried that Joe is developing such a high profile. All Joe has been using is Google AdWords and the web.

"You can't help but find it funny," Todd observed, "that a two-person company like Joe's has a $50 million corporation worried."

One might say that Google has made it easier than ever before to "stick it to the man."

The strategy that works, as Todd preaches in Ultimate Guide to Google AdWords, is disarmingly simple: get good clicks, make your clicks worth more and get more clicks from more places. Among the tips offered for making your online clicks more valuable:

* Identify your ideal customer. Know who you're after and where they can be found, what keywords they're searching, and where they're looking for you. * Filter out those you can't help. Not every person or click is your customer. Use creative ad copy and carefully chosen keywords to single out the folks you want to reach. * Uncover the conversation inside your customer's head. Use surveys, e-mail and live chat to uncover your customers' thoughts and the language he uses to describe his need. * Reproduce that conversation in your ads and website. Take everything he tells you and echo it throughout your ads and site. Your clicks will turn into more dollars.

"There's a place in the online market now for nearly everyone who follows sound marketing principles," said Todd. "That means the work-at-home mom, the small entrepreneur sporting next year's best new idea, the sales guy who wants to launch out on his own -- even the nonprofit, the church or charity -- can compete against the big players."

Focused on real-life business examples, Ultimate Guide to Google AdWords shows readers how to build an AdWords campaign from scratch, identify keywords that entice people to click on your ads, get the lowest bid prices on your keywords, use search engine optimization techniques and turn clicks into customers.

Entrepreneur Press

CONTACT: Stephanie Singer of Entrepreneur Press, +1-949-622-5274,ssinger@entrepreneur.com

Web site: http://www.entrepreneur.com/

Source: PRNewswire

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