Tips & Tactics about Internet and Ecommerce

From online ads to business software, Google has tools to help you grow
By Daniel Kehrer

Think Google is just a search engine? Think again. The global Internet giant has morphed into a multi-faceted tool that you can use to help launch and grow your small business. In some areas, Google is even taking on Microsoft.

No doubt you know about Google's prowess as a way to find things your business needs on the Web. But there are also many services that can help you operate more efficiently and put your best foot forward online. Three key areas include:


1. Online advertising through AdWords
2. Local search that lets you target search ads locally
3. Calendar, email and scheduling software and services that you can plug your business into via the Web.


Action Steps
The best contacts and resources to help you get it done

Build your Google business services I.Q.

Check a quick list of all Google services.

I recommend: See Google's menu of business services or view a complete list of Google products.

Put your business on the Google map

By putting your product, service and Web site info on Google, you make it easier for customers to find you.

I recommend: Consider these submissions: Business information on Google Maps; all types of content on Google Base; Web pages with Google webmaster tools; videos with the Video upload program; and books with Google's books partner program.

Get it done in Google AdWords

Google AdWords is a quick and simple way to buy targeted cost-per-click (CPC) ads, regardless of your budget. Ads are displayed along with search results on Google, as well as on search and content sites in the Google Network, including AOL, EarthLink, HowStuffWorks and many others.

I recommend: Start in the AdWords section of Google. Discover how it works, the costs, spending requirements and answers to your key questions in the AdWords Help Center. Google's description of basic search ad terminology is a must-read before you spend a dime.

Make it easy for local customers to find you

Options for advertising a small business locally online have blossomed.

I recommend: Google AdWords lets you set ads to appear only to people in a particular city, state or region. Click on "For local businesses." Google has also linked the service to Google Maps, so people searching for your service will see your location and contact information highlighted on a neighborhood map.

Organize your business life with Google Calendar

It all works online

I recommend: Take a quick tour of how Google Calendar works.

Enhance your Web site with help from Google
Google offers a variety of add-ons that can make your small business site more productive and professional.

I recommend: Checkout: Accept Google Checkout on your site to convert customers and possibly lower your transaction costs. AdSense: Display relevant Google ads on your site and earn money. Site analytics: These visually enhanced reports can help you make profit-generating improvements to your Web site. Web Search and Site Search: Provide Google search results to users who want to search the Web or just your site.

Offer Web-based services to your own customers or members

Google lets you offer private-labeled email, IM and calendar tools to all of your users for free. You can design and publish your Web site, too. It's all hosted by Google, so there's no hardware or software to install.

I recommend: Choose any combination of the available Google applications for your domain.

Try a different kind of email

Gmail is Google's experimental email product, built on the idea that you should never have to delete mail and you should always be able to find the message you want.

I recommend: With Gmail, you use Google search to find the exact message you want, no matter when it was sent or received. It comes with tons of free storage so you'll never have to delete another message. Each message is grouped with all its replies and displayed like a conversation.

Compare prices easily online

Froogle is Google's shopping and price comparison site.

I recommend: At Froogle, you can use a local shopping feature by adding a geographical region to your search.

Tips & Tactics
Helpful advice for making the most of this Guide

* Google is inventing new applications and services all the time, so keep checking the list.
* Some Google services start as experiments or "betas" and may change significantly by the time they become permanent additions to the product lineup.