Google AdWords searches for new business

| Print |  Email
Articles - July 2010
Thursday, June 24, 2010
0710_ATS11
0710_ATS12
PHOTO COURTESY OF GOOGLE

Portland Google executive Alan M. Moss, director of online sales for the Americas, stopped by Southeast Portland in late May as part of an effort by Google to publicize its massive economic impact. After the event Moss sat down with managing editor Ben Jacklet.

What brings you to Oregon?
Over the years we’ve said that Google has a material impact on state economies and the national economy. When we’ve made those statements folks have asked us to show them the money.  So we went and quantified the impact of our Google AdWords, AdSense and Google Grants on state economies. In Oregon the impact was $512 million.

Are you counting actual advertisers or are you doing modeling?
It’s based on data that for every dollar spent on Google Adwords our advertisers receive a return of $2 back, a pretty good ROI by any measure. Also on the organic search results there’s a lot of clicks, although they are not as effective as AdWords.

How do you explain that greater than 100% return?
We have a very transparent and measurable business model that allows advertisers to understand the effectiveness of every click that they receive to refine their approach based on results.

Is AdWords geared toward small businesses specifically? Is there a certain type of business that really benefits from it, and maybe not so much with other businesses?

It works for businesses of all sizes. If you step back and look at how people spend their time, whether it’s at work or at home, on the computer or on mobile devices, there’s no doubt that a lot of us are spending our time online. Large and small businesses alike are seeing that and harnessing the opportunity to reach their audiences using Google.

How do these new devices change things?

What will be exciting is seeing how people use the different devices. Through the Internet we have a good amount of information about what device someone is using at a particular time, to refine ads for our advertisers and deliver them in new ways. I would say the best is yet to come.

It will be tricky, won’t it? It may become overwhelming for people to be constantly targeted so specifically by advertisers.

It is a fine line, but our view at Google is that when advertising is done right, it’s additional information that you as a user value. We test a lot of different formats, we listen to our users and then we refine our approach in a way that adds value to their experience. If no one is searching, then it doesn’t work for anyone, including us.

What kind of potential does Oregon have as an expanding market?
Oregon is very much in the innovation corridor with companies like Intel and Nike. It’s really up to the folks in Oregon to use their creativity, follow their passions and build their own enterprises using the tools we offer.

BEN JACKLET
 

More Articles

Leading with the right brain

News
Tuesday, December 09, 2014
120914-manderson-thumbBY LINDA BAKER

On the eve of the Portland Ad Federation's Rosey Awards, Matt Anderson, CEO of Struck, talks about the transition from creative director to CEO, the Portland talent pool and whether data is the new black in the creative services sector.


Read more...

5 companies react to lower fuel prices

The Latest
Thursday, January 15, 2015
thumb-shutterstock 233787049BY JACOB PALMER | OB DIGITAL NEWS EDITOR

Consumers love the savings they get from low oil prices, but how has business been affected?


Read more...

The city as startup

Guest Blog
Wednesday, January 14, 2015
011415 citystartup-thumbBY NISHANT BHAJARIA | OP-ED CONTRIBUTOR

Startups in the growth phase are associated with a fresh infusion of capital — human and financial — a curiosity factor and products to disrupt the market and drive demand. Portland’s economy gives off the same aroma.


Read more...

4 married couples who work together

The Latest
Thursday, January 22, 2015
IMG 0020BY JACOB PALMER | OB DIGITAL NEWS EDITOR

They say maintaining a healthy marriage takes work. So does running a business with your spouse.


Read more...

Tackling the CEO-worker pay gap

January-Powerbook 2015
Thursday, December 11, 2014
BY OREGON BUSINESS STAFF

An SEC rule targets the disparity between executive and employee compensation, reigniting a long-standing debate about corporate social responsibility.


Read more...

Corner Office: Timothy Mitchell

January-Powerbook 2015
Saturday, December 13, 2014

A look-in on the life of Norris & Stevens' president, plus an abridged Powerlist for the best commercial real estate firms.


Read more...

Corner Office: Marv LaPorte

January-Powerbook 2015
Saturday, December 13, 2014

The president of LaPorte & Associates lets us in on his day-to-day life.


Read more...
Oregon Business magazinetitle-sponsored-links-02
SPONSORED LINKS