Is your secret admirer a multinational corporation?

Attention all owners and marketing executives of small businesses: Google likes you. They even shared this secret with the U.S. House of Representatives’ Small Business Committee.

We’ve been saying for a while on the Clicksharp Blog that small businesses are having their moment in the sun. Looks like Google picked up on our wisdom and has started saying the same thing.

<br /> Google Adwords & AdSense - tools for small business marketing success.

Google believes in their mission to help small businesses, and even brought their message to the U.S. House of Representatives.
(Photo by scottfeldstein)

(Please pardon my tongue-in-cheekiness; of course Google began developing products which support small businesses long before I opened my mouth.)

But last month, Google took their message to a new venue: the United States House of Representatives’ Small Business Committee. According to Google’s VP for Global Online Sales and Operations, David Fischer:

“Our business model enables entrepreneurs, educators, bloggers, and many others to generate revenue by sharing their expertise and opinions with the world. In many cases, these individuals are able to dedicate themselves full-time to their publications because of the support they receive from our advertising programs.”

You can read Google’s official writeup of the testimony, including a very uplifting case study about a successful New York City baked goods delivery business, on the Google Public Policy Blog.

Fischer will have his naysayers, and Google will have its hecklers. The first comment to this post, in fact, aggregates a variety of complaints from an advertiser who clearly did enjoy the spoils of a Google-enabled rise to success.

But the fundamentals should remain very apparent — first of which is that Google time and again has demonstrated that it is in the business of democratization, not ad-driven profits. Anyone who has run a successful AdWords campaign knows that long term business success comes from ROI (return on investment) — and that on a democratized platform, well-targeted content often obviates the need for the highest keyword bids.

That’s how you lower your cost of new customer acquisition, thus improving your ROI. Small businesses might have a few less digits in their numbers, but are as privy to this reality as their Fortune 500 competitor. Fortunately, Google’s advertising platform doesn’t know the difference — or much care.


Paul Burani
Clicksharp Marketing
New York, NY

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    This entry was posted on Thursday, June 19th, 2008 @ 11:27 pm on the category Pay-per-click advertising, Small business. You can follow any responses to this entry through the RSS 2.0 You can skip to the end and leave a response. Pinging is currently not allowed.


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