Google Has An Achiles Heal Will Their Competitors Notice

E ven though Google Revenues      is working quite well for          continue to soar, the           professional internet marketers    hidden problem that may         and search engine marketing        stifle growth and may even allow      companies employed by big          Yahoo or MSN to overtake the paid     corporations, but many small       search market in the future lies      business people who are not        in two critical phrases: Customer     web-savvy are by and large left    Support, and Customer Training        out of the mix. This is                                                  unfortunate because this is a      Approximately 40% of the small        huge segment of potential income   businesses we have surveyed have      that is left "up for grabs" and    tried Adwords in the past and         may be scooped up by MSN and       failed, and some of them have         Yahoo who are developing simpler,  tried multiple times. In some         easier systems with better         markets the percentage is closer      customer support.                  to 60%. Why? because the program                                         was designed by Google engineers,     All the major search engines       and heavily favors companies with     recognize this problem, and        the type of resources that most       getting those "offline"            small businesses do not have.         advertisers online is a high       Unlike MSN and Yahoo who have         priority for all of them, but so   programs that are much simpler in     far there has not been great       terms of use for small                success. It is a knowledge and     businesspeople, Google favors a       training gap, and neither Yahoo,   technology driven solution that       MSN, or Google has so far been     relies less on customer support,      able to address it adequately.     and expects users of their system                                        to become more sophisticated.         Google's recent acquisition of                                           urchin, a web analytics program    The problem with this is that it      illustrates the problem Google is  trying to solve. Big Companies        geeks.                             getting involved in paid search                                          will still continue to drive big      However, many private companies    revenues, but the new internet is     not sanctioned by Google, have     about verticals and niches, and       sprung up in order to try to       Google simply isn't making the        bridge the gap between the Google  grade in terms of training their      Adwords program and the ability    customers well enough.                to advertise efficiently on                                              Google and achieve a high ROI.     Where do small business customers     One such company is                go after they "churn"? Many of        http://adwordstraining.org that    them go back to what they were        offers free video training and     doing successfully before; email      free frequently updated            marketing, direct marketing, and      information at                     call centers according to our         http://marketingnewsblog.adwordst  study.                                raining.org                                                                                                 The next growth area will be          Simple training videos are         hundreds of thousands of              available on the site, as well as  verticals, driven by small            an advertiser self study course    businesses exploiting areas and       to get non-technical people up to  needs that the fortune 500            speed with Google Adwords          companies can not fill                advertising.                       efficiently. The search engine                                           company that gets the most            Between Google's extensive         advertisers on its side will win      training program of Google         market share, and winning will        Professionals and private          require the ability to service        training by private companies,     everybody, not just the super         this knowledge gap may be          sophisticated internet super          bridged, and in the process a      whole new industry of Google          the search engine industry.        Adwords Marketing companies may                                          be created, to facilitate the         Where those advertisers            knowledge gap between Google and      ultimately go will determine the   the advertisers that want to take     ultimate victor in the ever        advantage of the enormous             growing search engine wars, and    advertising reach afforded by         the winner is by no means secure   paid search.                          at this point.                                                                                              But, this might not be enough for     Steve Blom                         Google to keep its lead, as           Founding Partner                   advertisers often follow the path     InTouch Media Group                of least resistance in getting        http://www.intouchmediagroup.com   their messages out, and they are                                         the ones funding the growth of                                        About the Author: Steve Blom is a founding partner of InTouch Media Group, a publicly traded company specializing in the online marketing field. http://www.intouchmediagroup.com Read more articles by: Steve Blom Article Source: www.iSnare.com