Google Wins the "Battle of the Search Engines"

In the "Battle of the Search Engines" there has been a clear winner for several years now. In a surprise move from Yahoo, Chief Financial Officer Susan Decker admitted:

"We don't think it's reasonable to assume we're going to gain a lot of share from Google. It's not our goal to be No. 1 in Internet search. We would be very happy to maintain our market share."

Google Founders, Sergey Brin and Larry Page

Google Founders, Sergey Brin and Larry Page

Yahoo's share of global internet searches dropped from 27% to 19% between November 2004 and November 2005, while Google's rose from 47% to 60%.

Google has never been a company to rest on it's laurels, and the speed at which they revolutionise every market they enter is astonishing. Gmail is the best web-based email client I have ever used. Picasa is a fantastic tool for organising your photos and videos. Google Desktop brings the speed of the Google search algorithm to your desktop.

Google Earth (my personal favorite) is a 3D globe that seamlessly stitches together satellite imagery of the entire planet, including terrain. Overlay layers of various data and information, roads, hotels, restaurants.

Google Books is an ambitious project to make the worlds biggest digital library, with non copyright books available in their entirety, and excerpts of copyright material, all searchable, instantly online.

Google Video makes finding and watching videos online a breeze, streaming straight off the web.

Google offer all of these services and programs for free, so how do they make any money? They sell advertising. Highly focused advertising that generates results, linked into every Google service. Search for pretty much anything and a host of relevant adverts will be displayed alongside the search results. Quite subtle, not too pushy, but the big difference is that these ads are often actually useful. The success rate of this type of advertising is far far higher than any of the traditional methods because the adverts are targeted at people that are interested in your product or service right now.

Another strong point is that you only pay when someone actually clicks your advert, unlike traditional media advertising where you pay to show your ad without any guarantees that the people that see the advert are remotely interested, or that anyone will then make contact with your company. Then there is tracking and accountability - your web server records a host of statistics and information about the people that come to visit, including things like what they searched for before clicking on your website, what pages they viewed and for how long. You can set your budget and you know exactly what you get - if you budget £100 worth of Pay Per Click (PPC) adverts, at (say) 5p each, you get 2000 visitors to your website. Remember that's 2000 visitors who are interested in your product or service. The ratio that converts to sales will obviously vary according to your website, product, price, shipping area etc. but to get 2000 "warm" potential customers for £100 blows traditional advertising away.

Of course, a Google Pay Per Click advertising campaign needs to be tuned to your target audience. The key words that you choose to bring your advert to the fore must be exactly what your potential customer would be searching for when they are wanting to buy your product or service. Then you need a website that gives the customer confidence in your brand, the product, and the website. Your eCommerce store must make it easy to find the product they want and give them as much information as they want about it, then make it easy to complete the purchase.

Otherwise the rate at which you convert potential customers to actual customers will be very low, and the money spent on advertising is wasted. MicroAngelo provides a complete solution, and has expert experience in making effective eCommerce stores, and Internet Marketing campaigns (including, amongst other things, PPC). Please contact us today to start taking advantage of the opportunities now available on the web.

21st April 2006

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