Google AdWords is Google's main advertising product and main source of revenue. AdWords offers pay-per-click (PPC), i.e., cost-per-click (CPC) advertising, cost-per-thousand-impressions or cost-per-mille (CPM) advertising, and site-targeted advertising for text, banner, and rich-media ads. The AdWords program includes local, national, and international distribution. Google's text advertisements are short, consisting of one headline consisting of 25 characters and two additional text lines consisting of 35 characters each. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes.
For PPC- Pay Per Click, customers will pay base on how many click on their links appear on Google.Customers will only chose the key word and score. Or clients can pay for every 1000 clicks on their websites.
Clients do not have to pay a monthly fee for Adwords, only a little amount fo activating the account on Google Adwords. Clients can chose several key words for several types of advertisement: text, images, videos and can follow the progress in reports by Account.
General information and situation in Vietnam
It is estimated that around 1000 enterprises in Vietnam are using advertising service on Google Adwords. To use Adwords most efectively, managers often find third parties who are Google’s partner as certified partner or premier SMB partner. To asociate with Google, these parties must pass an exam and other qualifiactions required by Google. They help their clients to optimize their advertisement and are supported about prices and applying proccess by Google.
However, since Google fastened its advertising policy in Vietnam, many companies get in troubles and cannot maintain their business. This status has been informed in advance, but it exceeded all prediction of advertisers. Some companies even think of turn to other business.
There are still many organizations coorperating with Google such as CleverAds, Nova ads, Emerald, etc. besides this, some un-certified agencies and individuals are also running this service.
As Internet has become wide in Vietnam, the ratio of user in Vietnam is growing fastest in the area (12%) after 14 years joining Internet community (1/12/1997). Up to February 2012, there are 30,8 million of internet user in Vietnam (15% Vietnam population ). It is considered beneficial land for online advertising industry to grow.
According to Google’s update about advertising market on second quarter this year, the total turnover of advertising and media in Vietnam until 2011 was $ 783 millions. Among this, turnover of online advertising market was $35 millions. The number may grow to $60 million in 2012 and $ 100 millilons in 2013 as some predictions said. It is still a humble number comparing to other countries in South East Asia. However, experts propose that Vietnam market will grom from 50% to 100% in coming years.
Now,the budget for online advertising per user in Europe countries is apporximately $200/ user. In America, it is $171,5/ user, $14,5/user in Russia and $10/user in China. These numbers show the potency of each Internet market is different. In Vietnam, the capacity in market is ample as the figure is only at $0,5/ user. Unfortunately, advertising companies in Vietnam is still at low pace while the amount of user in growing faster and faster.
Giant Google has launched Keyword advertising – SEM sucessfully in Vietnam. Keyword advertising is attracting many Vietnamese companeis in the last two years as it acts as a useful tool for marketing product or service and save much cost for its users.
A recent report from Efficient Frontier shows market share in searching service of Goole has increased from 91% to 94% while Yahoo’s got down from 5,6% to 4,2%.
August 29, 2013