Internet giant Google has introduced a partner programme, Google Engage, to support local Web professionals who provide online advertising services to small and medium enterprises (SMEs).
Google Engage SA will be officially unveiled on 19 July at a Johannesburg seminar, and will attract Web designers and search engine optimisation experts to enable SMEs to invest in digital marketing services.
The initiative means providers of Web services, including advertising agencies, Web masters, and search engine marketers, joining the programme will receive free online training material, promotional vouchers and resources to help people start online advertising.
Skills development
Luke Mckend, Google SA country manager, says skills and training offered by Google will enable Web service providers and freelancers to support their SME clients.
He notes that Google decided to introduce the initiative after realising that many SMEs call on freelancers and agencies to create and manage their online presence and help with their online marketing.
The programme is said to also prepare interested companies to become official Google-certified partners through training materials and a free certification exam.
In addition, Mckend says partners receive AdWords vouchers to help their customers to start online advertising. According to Google, these vouchers can be used to attract new customers or get in touch with old customers and offer them a risk-free trial to succeed in online marketing.
Online opportunities
Mckend points out that local SMEs are starting to take advantage of advertising opportunities offered by the Internet.
“We’re seeing more businesses list themselves for free on Google Maps with Google Places – another form of free advertising. Analytics is another useful tool for businesses to measure the success of their campaigns and understand where their budget is best spent.”
He adds: “They can also use Insights for Search to understand what products South Africans are searching for, and when. Many businesses, ranging from taxi services in Joburg to paragliding companies in Cape Town, are already using AdWords to tap into a national and international customer base.”
Mckend indicates this levels the playing field because any business, no matter how small, can appear in relevant search results.
Bridging the gap
However, when it comes to digital marketing, Mckend says SA still has a way to go to catch up to other parts of the world such as Europe and the US. “But this is changing fast and Google would like to support SMEs to get connected.”
Mckend believes that as more local SMEs get an online presence, searches on the Web will provide more relevant information.
“In the longer term, the more people online, the better for Google. But right now it’s about raising awareness about the potential that the online world offers to South African SMEs,” says Mckend.
According to Mckend, Google aims to accept 250 members per year and the programme will continue to run for an unlimited period.
Interested parties may apply to the Google Engage programme by signing up here.
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