In an exclusive interview with NetRegistry, we ask Kate Vale, Head of Sales & Operations, Google Australia & NZ why Google AdWords is the online advertising choice for Small Businesses.

Q1. What advantages does Google AdWords have over local competitors such as Yahoo/Overture and Sensis? Why should small businesses choose AdWords over them?

In addition to offering a higher reach and larger share of search page views, the key difference with Google is our approach. Google is objective and democratic, basing rankings (of both search results and ads) on calculations that take into account what content the web community views as valuable. It is this focus on relevancy that delivers a compelling experience for users and advertisers.

Q2. How important is Online Advertising proving to be? Is it generating meaningful results for Australian Advertisers?

Online is a proven and established advertising media. Backed by solid ROI data, many advertisers are now moving an increasing proportion of their marketing budget into online channels.

This can be seen in the latest Australian Bureau of Verification Services (ABVS) figures, which show online as the fastest growing media sector and paid search the fastest growing of the online categories. According to its latest survey, the online market grew more than six times faster than the overall ad market to hit $388 million in 2004.

Q3. As far as you know, has Australian business been quick to embrace AdWords, or are we lagging behind compared to other territories?

Whilst the paid search advertising category is performing well and expected to grow at a compound annual growth rate of 37.5% to 2008, some analysts suggest Australia is 18 months behind the US in development. In fact, analysts Frost & Sullivan say Australia has not yet reached 5% saturation in terms of paid search advertising—so there’s a lot growth potential.

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