Intuit & Google Partnership :: Huge For Google

Sep 14, 2006 • 7:39 am | comments (5) by twitter Google+ | Filed Under Google News & Finances

google-intuit-partnership-q.gifI am honestly not sure why this is not getting more play in the forums. Google has a huge reach with small businesses, but guess who has a larger reach with small businesses? Yup, I believe it is Intuit. Intuit has huge market share, in terms of small businesses using their accounting software. Many of QuickBooks, the accounting software for small businesses, users may not be a Google AdWords customer. Well, with the partnership between Google and Intuit, that may change.

Intuit may have the most detailed press release on this announcement. By scrolling down, you can see the screen captures of the new QuickBooks, to be released within a month. Guess what, right on the dashboard is a button for "Google Marketing Tools." Huge real estate there, I personally may find it annoying, but it will be there.

Not only do we see that button but if you have inventory and products, there will be a method to export your data directly from QuickBooks to Google Base / Froogle. Wow! Plus integrated with AdWords and Local business ads, since QuickBooks has your information - they can make this as seamless as possible for the new (possibly) non-tech savvy user.

Finally, Google Desktop integration will enable QB users to search QB data with Google Desktop. Honestly, that kind of scares me.

In any event, I feel this is a huge deal for Google. Very smart move, IMO.

Forum discussion at WebmasterWorld.

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Matt McGee

09/14/2006 06:49 pm

It is a big move, and a smart one, for Google. And for Intuit, too. But the importance of this is in the hands of the small business owners using Quickbooks. If all they do is dip their feet in the online marketing waters once, create an AdWords ad and let it sit, this won't have much impact whatsoever. AdWords is not the yellow pages -- you can't put an ad out there and let it sit for a year. How many Quickbooks users will understand that and change their marketing / advertising habits? How many will find the time required to really make a serious run at online marketing? That's TBD.


09/14/2006 07:33 pm

I think the answer to Matt's question of "how many [Quickbooks users] will find the time required to really make a serious run at online marketing" is: very few. Why? How many of the very same users treat their website, in and of itself, as anything more than a yellow pages ad, e.g., a set-it-and-forget-it type of thing, done once and never touched again? And before having a website was a must, these very same sorts of businesses did the very same sorts of things with brochures, advertisements, etc. The fact of the matter is that many (most?) small businesses don't have the time or resources to attend to a proper advertising campaign themselves. Some hire it out (to varying degrees of success) and some just continue running along, forever putting the "small" in "small business" (oftentimes happily so -- and there's absolutely nothing wrong with that).

Erica Forrette

09/14/2006 08:35 pm

Furthermore, Eric Schmidt mentioned that less than half of the QB users even have an online presence to begin with... but Google is going to create a site for them. It's a shrewd move to get users into AdWords, but an opinion I share with others I've seen in forums etc. is that these small biz's might be all excited to try it out. But once they see the level of management needed on ppc campaigns, and/or no return on their ad investment, they're gonna be outta there. IMHO, Google needs some sort of strategy to keep these users engaged in using AdWords month after month. Well, they *did* just start the adwords university or whatever it was to train people... that's a start.

Leon Schwartz

09/14/2006 11:51 pm

John Battelle said it very succinctly on his blog ( today: "In Software, It's All About Distribution - And Inventory"

Richard Ball

09/15/2006 01:23 am

For the AdWords portion of this marketing deal, I think it's almost meaningless unless Google creates a simplified version of AdWords for small business. The Starter Edition they created won't cut it. No, a "Quickbooks Edition" needs to be for search ads only and not include content ads. It has to allow more than 1 ad to be created but must make the process simple for small businesses during the ad creation process. I honestly don't think Google's up to the task. The AdWords platform has been evolving over the years but only getting more complicated. How many small businesses are going to stop using AdWords when their ads become inactive for search? Will they even realize it? P.S. Barry, thanks for the TagMan mention in your other blog. ;-)

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