Blog: Google Adwords - Ann Arbor

Looking Beyond Search

When someone thinks of Google they think of web search... and that's a good thing. After all web search is the foundation upon which Google is built as well as the glue that ties it all together.

But there is much more to Google than search and few people seem to realize that. When I talk to people about Google I often ask how many Google products they use (how many do you use?). The majority say one or two and almost no one admits to using more than seven. In fact there are numerous products produced by Google: Google Maps, YouTube, Gmail, Picasa, Google Reader, Earth, Calendar, Orkut, Google News alerts, Blogger... oh, and let's not forget Google AdWords, the primary focus of our operations here in Michigan! The list goes on and on. 

But like many of the people I talk to, before coming to work at Google I hadn't considered the power of these applications and, in particular, the power of bringing these applications together to solve real business problems. Oh... and did I mention that the vast majority of these products and services are free? Crazy. 

In this Corner... 

The undisputed heavy-weight champion of these second-class citizens has to be Google Apps. A collection of powerful communication, productivity, collaboration and security tools including email, calendaring, word processing and spreadsheets. There are versions for schools, businesses large and small and, as of early February, even a "team edition" for groups of any size. 

Like many Google products, these services are all available right from the browser. This means there is no hardware to buy, no software to install, no patches to manage (what version of Gmail are you running?). 

Apps tools scale with your business and work across platforms, including mobile devices. Software updates happen auto-magically and Google takes care of backing up all the information. All this gives you more time and money to focus on running your business. Sweet! 

What if? 

But what about the all of the other applications offered by Google? What if an organization embraced the full suite of Google products and services? What if you could "start over" and shed your existing IT infrastructure and use Google's products instead? 

Rather than ask "What if?" an enterprising non-profit based in Washtenaw County decided to roll-up its sleeves and put the power of Google's products to use. CASA Washtenaw is a non-profit with the mission of creating awareness and providing support for neglected children under the jurisdiction of the Washtenaw County Court. The organization is comprised of a handful of volunteers (with one full-time staff member).  

Before embarking on this mission of technical transformation they had a very basic website built on a template offered by their hosting provider. They had some pressing objectives that needed to be tackled such as improved collaboration amongst the volunteers and board members, fund raising, promotion/awareness, communication, recruitment and board governance. It seemed that Google could help. 

Putting the pieces together 

Their first step was to sign up for a (free) Google Apps account and to take advantage of the included Page Creator application to create a new web site. Through a creative use of Google Gadgets they were able to add flair to their site as well as make sure that the content on the site stayed fresh. 

To create awareness for their organization, they drove traffic via a Google AdWords campaign and created a blog that they linked to their site. As a member of a national organization, they had access to some high-quality videos and with a few clicks the CASA Washtenaw YouTube channelwas born! The team at CASA Washtenaw created a Google Checkout account so that they could receive donations online (with free transaction processing for non-profits through the end of 2009!). 

When they partnered with the Kappa Alpha Theta sorority on a fund raising event (Rock the CASA!) it only made sense to use Google Checkout allow folks to buy tickets online. A printed email receipt served as the admission ticket for the concert-goers. 

To keep interested parties apprised of upcoming activities, Google Calendar was embedded into the events page of their site. To add an event to the web site, CASA Washtenaw members need only create a new calendar entry on Google Calendar (part of Google Apps) and the event is automatically published to the web site. 

For up-to-the-minute news, CASA Washtenaw turned to the power of RSS. They first searched Google News for information related directly to their cause then used Google Reader to subscribed to the specific RSS feed. Because Google Reader has the ability to create a gadget that can be included directly into a web site, the folks at CASA Washtenaw don't have to worry about updating the news section of their site. Instead, viewers of their site are presenting with timely, relevant information making the site more professional while letting the folks at CASA Washtenaw focus their attention on other matters. 

What's next

Google strongly supports individuals getting involved in community organizations and Casa Washtenaw’s enthusiasm to see what could be possible with Google’s tools inspired me to volunteer as an internal resource for the organization.  Although Google tools are easy to use, I was able to serve as a sounding board for Casa Washtenaw’s internal team when they needed a second opinion. It was exciting to watch their online presence evolve as they realized the potential visibility, functionality and organizational benefits of using online tools. 

How many different ways could Google's non-search products help your company/organization/team/family? As more people migrate to the web and as web-based tools and services become more advanced it seems inevitable that the power and flexibility of Google tools will be discovered and embraced in increasing numbers. But the tools are available now and can have a huge impact for you today! So go ahead, kick the tires and think of the possibilities.

Michael Anuzis (Relationship Manager) is responsible for providing strategic consulting for Google advertisers that target business and industrial markets. He also serves as a mentor for the Ann Arbor AdWords team, and provides advanced support for Google Analytics. Prior to Google, Michael established an entrepreneurial startup while completing his degree at the University of Michigan. His company, 2Core Inc, provided managed network security services to small and mid-sized businesses and state government. Michael, a graduate of the University of Michigan, has lived in Michigan his entire life, and is glad Google opened an office here.

---

Making an Impact: Google Apps for Education Can Propel Michigan’s High Tech Future

Making an impact is a common theme at Google. Through our AdWords product, which is the central focus of our Ann Arbor operations, we make an impact with customers who are seeking a measurable return on investment online. Through Google Cares and other community-centric efforts, we make an impact in the community. Finding ways to make an impact is encouraged and celebrated throughout Google. 

For me, helping colleges and universities harness the power of Google’s Apps for Education is an exciting way to make a real impact. Google Apps can save schools upwards of $300,000 each year while providing students with enhanced communication and collaboration tools. 

Yet, Google Apps is completely free to educational institutions, so we don’t have a large sales team actively promoting it. Reaching out to colleges and universities to raise awareness and answer questions seemed like a great way to make an impact. 

The management team in Ann Arbor encouraged me to explore this opportunity and provided the resources I needed to make an impact in the educational space. I was able to connect with other Ann Arbor Googlers who shared my enthusiasm for helping educational institutions throughout Michigan, and together, we rallied around the idea of bringing Google’s Apps for Education to Michigan in a meaningful way. 

The result of our collaboration and brainstorming: Several months ago, Google’s Ann Arbor office became the first to host an open house for colleges and universities to talk with them about Apps for Education. This event, organized by a team of Googlers who wanted to support the adoption of powerful online tools throughout the state, was designed to show the impact Apps for Education can have on an educational institution and provide a forum for IT professionals at various colleges and universities to share best practices.   

The event was a success in so many ways. IT professionals from Michigan colleges picked our brains and learned how Google Apps tools can help students collaborate on a project, keep track of their calendars and benefit from a large e-mail storage quota. 

The Google team learned about the challenges these professionals face in delivering technology to campuses throughout the state: Small IT departments make implementing any new products or services a challenge, and budgets often drive decision-making, sometimes at the expense of the opportunity to be an early adopter of technology.   

Since the open house, and in preparation for our second open house that will be held in late February, with schools from around the Midwest participating. I’ve spent time following up with these colleges and reaching out to even more. To date, a number of Michigan colleges and universities, including Hope College, Aquinas College and Kalamazoo Community College, have saved money and resources with Google Apps for Education – a measurable impact we’re having on education in Michigan. 

It’s fulfilling to see the results of hard work and effort and to know that educators and students are benefiting. As Google, and Googlers, continue to support these types of initiatives throughout the state, the impact of our efforts will grow.  Ultimately, it’s Michigan colleges and universities that win, providing students with valuable resources through the adoption of leading edge tools. 

Matthew Neagle (Team Lead) worked with Google in both California and India before moving to Ann Arbor as part of the original landing team. In Ann Arbor, he is currently focused on initiatives in training, recruitment, and community outreach. Prior to Google, Matthew worked for nearly 8 years for AIESEC, a global nonprofit focused on providing leadership and work abroad opportunities for college students and recent graduates. Matthew was President of AIESCE's national office in Panama and was a Director of Operations in Latin America at the global headquarters in the Netherlands. He grew up in Saginaw, Mich. and graduated from the University of Michigan in 2001 with a B.A. in Latin American Studies and a B.S.E. in Industrial and Operations Engineering. 

Google's efforts to be a good corporate citizen have been as innovative and bold as its products, whether it be setting up the largest corporate solar panel installation in the world, setting aside $2 billion to Google.org to fight climate change, poverty, and health issues at a global level, or donating money on behalf of employees who self-power commute to work each day.    

Google Ann Arbor is also committed to playing its part and has become a role model within Google for its efforts. 

Google cares 

To start, our employees are our greatest resource in giving back to the community. We are fortunate to hire people who are civic-minded and proactive about supporting the local community. It is something we look for in our hiring process. 

Early on, our employees started self-organizing to support local events and to fundraise both in coordination with the office and in small groups in their free time. Eventually, these efforts organically coalesced into our very own employee-run volunteering group called Google Cares. Each month this group raises money through employee donations (which Google matches) for one local organization and each quarter it organizes an office-wide volunteering event. Through Google Cares, we have supported over a dozen organizations, donated over 1,000 hours of volunteer time, and raised thousands of dollars. 

In response to employee interest, Google Cares has also trained over 30 people to serve on non-profit boards, organized a non-profit fair in the office to promote longer-term volunteering opportunities, and set up a mini-grant program to support Googlers who are involved in the community.   

Helping Michigan be successful in the new economy 

If our employees are our greatest resource, it is our technology that has the greatest potential to have an impact on Michigan. As fellow Metromode guest blogger Tom Meloche highlighted in a recent post, perhaps the biggest benefit of having Google in Michigan is that it may mean more people finally catching on to the powerful tools Google offers.  

Preparing Michigan graduates with on-line marketing skills 

We want to do our part to help people in Michigan learn important skills that will help them to be successful in the new economy. Last year, a small group of employees had an idea to teach a class on AdWords at Community High in Ann Arbor.The class would provide students with hands-on experience managing a live AdWords account for a non-profit and prepare them to pass the Google Advertising Professional exam. The class is now heading into its third semester.  

A student from the class, Alex, has a part-time job after school with Pure Visibility, a local search engine optimization and marketing firm, helping Michigan businesses succeed on-line. These AdWords skills are transferable not just for Alex, but all students who take part in the class and learn that accountability, relevance and timeliness are key metrics driving the success of but any online marketing campaign -- not just an AdWords campaign. 

This year, Eastern Michigan University is offering a similar course in collaboration with Google. As more colleges offer these types of classes, more Michigan graduates will be equipped with the skills to help local Michigan businesses reach new customers and successfully grow. 

Helping Michigan college students collaborate on-line 

Successful graduates in the new economy must also be comfortable – some would say savvy -- in communicating and collaborating on-line. Michael Anuzis, a colleague at Google who will post tomorrow, believes so strongly in this statement that he is on a mission to help students in this region have access to Google Apps, our suite of web-based communication and productivity tools. Thus far, colleges such as Hope, Aquinas, Grand Rapids Community College, and others, have signed on and are offering the Google Apps suite to students, faculty, and alumni... all for free. 

Reaching out to Michigan non-profits 

We are also reaching out to help Michigan non-profits. We are currently offering nearly $1 million a year in free advertising to over 70 Michigan non-profits who have qualified for Google Grants, our in-kind advertising program run by Google volunteers around the world. Through these grants, these non-profits are able to use AdWords, Google’s timely and relevant online advertising tool, to raise money, attract volunteers, and increase awareness for their issues.   

Just as important as in-kind advertising, we also want to help Michigan non-profits to be successful in the new economy. As my colleague John Kelley will highlight in a post Wednesday, a team of Googlers is working on a program to scale training programs for Michigan non-profits on ways to use free Google tools to do things such as advertise online, manage their board, keep their website fresh, and collect payments on-line. Recently, we have partnered with the New Center in Ann Arbor to train their staff on our tools and next month they will be hosting several workshops for their members. 

As these programs grow, we believe that we can help Michigan be successful in the new economy, putting the latest online tools in the hands of students, preparing graduates with skills to help Michigan businesses grow, and helping local non-profits better serve their causes. With a little bit of effort, we believe we can make a big difference. 

My landing

My leap of faith to Michigan was built on the assumption that opportunities would abound in a small university town like Ann Arbor, rich in culture, research and innovation. It was a scary transition to leave a place I had called home for so many years and while I came here believing I left a lot behind, I quickly realized that there are a lot of opportunities here, personally and professionally. 

I've landed in a place where I have the unique chance to influence the growth of a new wave of leaders and a new way of thinking. Google encourages teams to take risks, think big, and focus on solutions.  We encourage collaboration and don't shy away from challenge. I'm part of a local community that embraces change and opportunities. I'm raising my son close to extended family in a community rich with diversity and culture.   

Personally and professionally, I've landed in a good place, making my leap of faith rewarding in ways I could've never imagined.