Ad agencies bet big on search marketing biz

Recognising the growth potential for SMB in India, Google, global leader in search engines, has made significant investments in localising its market outreach to tap the various clusters of SMBs in India. "India is a strategic market. We are looking to significantly maximise our reach and educate the Indian SMBs on the benefits of online advertising. Search advertising will be a key a component of that," said Anandan.

After acquiring Mumbai-based search marketing and contextual ad firm Communicate 2 in August 2012, Aegis Media has set up 'i ProspectCommunicate 2' to offer varied search marketing solutions to its clients. "We are geographically expanding our operations by setting up offices in Bangalore and Chennai. Also, we are adding muscle to our existing manpower to meet growing needs in SMB," said Ashish Bhasin, chairman India & CEO South East Asia, Aegis Media Group. Currently, Aegis Media India has offices in Pune, Mumbai and New Delhi.

Looking at new areas in SMB, Aegis Media has set up a studio for shooting and editing ad films in Mumbai. "We have joined hands with our creative agency Doosra for this initiative video on the internet. We are doing offshoring business in SMB for our global clients, too," said Bhasin.

According to Anandan, advertisers are today using search advertising campaigns for varied purposes from telcos launching products, to retailers offering discounts, to small businesses generating leads through click to call ads & drive in-store traffic, to firms using search ads to offer online help centre. "Bulk of our revenues comes from search advertising and we are growing faster than the industry," he said.

Major search engines include Google, Yahoo, Khoj, Bing, Rediff, Jadoo (game search) and Ask, among others.

The strategy

* With the economic slowdown, companies are increasingly looking for cost-effective communication solutions

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