To capitalise on India’s booming SME (small and medium enterprises)market, the Indian arm of Internet search giant Google has designed Google AdWords — a specific programme for SME-specific advertisements. India has around 35 million SMEs.
AdWords allows users to start with a minimal budget of R10 and choose any number of keywords. According to the online marketers, Google’s model is user-friendly.
The search giant is tracking 30,000 SMEs per month and plans to increase the number to 75,000 per day. Moreover, the company is opening up to 19,500 SME accounts every month.
“We are very bullish about our growth in the space and we will continue to invest in reaching out to more and more SMEs,” said Sridhar Seshadri, head, online sales, Google India.
The company claims it is witnessing participation from all verticals such as car sellers, coaching institutes, chemical companies, stockbrokers.
“We are seeing new non traditional businesses signing up with us daily such as education, textiles, handicraft, homeopathy clinic and many others.”
Cost per click is the most preferred ad model against the cost per impression. “Three years back when we started advertising on Google, out of 100 clicks, the conversion rate of queries into final deal was 10, which is now over 50,” said Vikash Arora, owner of SME, Flower n Fruits. “We are paying around R45 per click and stand as a higher bidder due to which our keywords will be searched and listed at the top of the page. We earn back around R4-4.5 crore on an investment of R1 crore.”