How to Effectively Advertise on Internet Search Engines
November 16, 2009: 6:30 PM - 8:45 PM
Barb Gilles and Melissa Lane from Google will explain how the advertising features of the search engines work. They will show you how you can be more effective in using these features and how you can control your costs, providing you with five tactics that businesses can implement immediately. From specific search tactics to free planning and management tools, you will walk away with a list of tangible next steps that will enable you to do more with less.
Northern Illinois University - Naperville Campus
First Floor Lobby & Auditorium
1120 East Diehl Road
Driving Directions:From I-88, take Naperville Road exit which will take you to a "T" at Freedom Drive. Turn south onto Freedom Drive (that is a left turn if coming from the East on I-88). Take Freedom Drive to a "T" at Diehl Road. Turn right onto Diehl Road. Go 2-3 blocks. NIU will be on left, across from the Hampton Inn. Turn left onto driveway at west end of NIU property to park. From parking lot, enter center door of building.
$25.00 for public; $20.00 for Chicago Booth alumni/students/faculty
SAVE additional $5.00 if register by November 11, 2009
Bill Wentz, '88, XP-57, Coordinator, Entrepreneurial Roundtable
Today, effective marketing for many categories of products and services means advertising on Google and other search engines. How can a small business reach its target prospects without spending a lot of money? We have brought in the experts from Google to answer that question.
Barb Gilles and Melissa Lane, who advise companies both large and small for Google, will explain how the advertising features of the search engines work. They will show you how you can be more effective in using these features and how you can control your costs, providing you with five tactics that businesses can implement immediately. From specific search tactics to free planning and management tools, you will walk away with a list of tangible next steps that will enable you to do more with less.
Whether you sell to consumers or other businesses, you need to understand that your customers are looking on the Internet for the products and services that you provide. Recent studies show that, for most categories of consumer products and services, the overwhelming majority of people will initially search the Internet. Similarly, in the B2B space, a survey of 400 business owners this year found that an astounding 93 percent use the Internet to find work-related information such as suppliers, compared to more traditional information sources such as trade publications (75%) or newspapers (69%).
Barb Gilles is a Team lead at Google working with clients in the B2B space including manufacturers, distributors, and services providers. Prior to joining Google, Barb spent 16 years in broadcast radio in Phoenix and Chicago. Barb is a graduate of Purdue. Melissa Lane develops integrated marketing solutions for B2B advertisers, focusing on industry trends and customer insights. Before coming to Google, she worked with a marketing firm designing programs for clients such as McDonalds and Kellogg. Melissa graduated from the University of Illinois’ School of Business.