There's no doubt that Susan Wojcicki, senior vice president of advertising for Google, understands advertising. She's been at Google from the early startup days and runs the $43 billion dollar ad business. More importantly, she understands how to help other people understand advertising in a way that allows them to buy and use ads effectively and more easily.
Small-business owners can learn a lot from Wojcicki about leadership, advertising trends and effective advertising practices. Here are three takeaways from her Q&A with Ad Week that small businesses can use in their marketing strategy.
Lesson 1: Online advertising. Leaders at Google expect that 50 percent of money spent on advertising will be spent online within five years. Start thinking about ways you can make the most of this advertising shift.
Lesson 2: Video advertising. Google, via YouTube, is at the forefront of video advertising. It is still a little bit of the Wild West online, but it is clear that advertisers are leaving television for video. And the benefactor is small business. You can now afford to compete with the big boys. Start planning. Are you going to run a local ad for your pizza shop when the Super Bowl is broadcast online in the upcoming years?
Lesson 3: Impressions beating clicks. As advertising online becomes more sophisticated Google is tweaking its model to better support companies who are building brand awareness (instead of just trying to get click throughs). Here again small business wins. Find ways that you can leverage localized branding through Google.
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