SEARCH ENGINE MARKETING ON GOOGLE: THE LEVEL OF EFFECTIVENESS OF ADWORDS (A CASE OF SMES IN INDONESIA)

Abstract

Nowadays, the era of internet is so hype. Moreover, the internet is also can be a powerful tool for marketing, especially for the Small and Medium Enterprises (SMEs). However, one of the dominant factors of failed business is because of lack of capability in executing marketing strategy. According to a research, 45% of failed business is due to the lack of marketing capabilities. To this regard, the research’s main objective is to analyze and find out the difference between the users and the non-users of Google AdWords for the internet marketing strategy as the result to the SME business success indicators. The data is collected by interviewing the 2 Google Adwords users as well as the 3 Google Adwords nonusers from the SMEs business owners who play in the herbal industry in Indonesia. The cross-case analysis is used to find similarities as well differences the impact of Google Adwords usage in the SME marketing strategy. In conclusion, the researcher found that the Google Adwords is such an effective marketing tool for SMEs so they should start using Google Adwords for their marketing strategy.