In the digital economy, it is already a classic: before buying a product, people consult everything on the Internet. They review prices, opinions, characteristics, reliability, seller's history, level of compliance and everything that ensures you in advance that will take the right step.Google puts figures to this behavior: 9 out of 10 Argentines research the web before going to a store to buy an item that, according to their pocket or degree of valuation, they consider expensive or relevant.From the megabuscador add that searches from mobile devices that start with the words "where to buy" grew 265% in recent months. This, to a large extent, results from the need to take care of the "mango" at a time when the purchasing power shows a strong deterioration.On the other side of the counter, companies accelerate their commercial and marketing strategies to attract a greater number of potential buyers, in order to mitigate the collapse in consumption they have been suffering for several months.According to the Chamber of the Medium-sized Enterprise (CAME), sales of the sector fell 13.2% in physical premises last month. In return, they grew 8.1% in ecommerce sites.Given this scenario, which shows that the online shopping channel becomes strong - to the point that it can make the difference between subsistence or closure - how much is it worth for a company that Google places it first among the first search when thousands of people Do you access the megasucker to decide your purchases?Nowadays, as things stand and because of the importance that the web has acquired, "brands, large and small, can not afford not to be present on the Internet", iProUP emphasizes Virginia Pedulla, SME Sales Manager at Google Argentina.According to the executive, the company offers different "simple and very accessible tools, some free and others paid, that are within the reach of any of them to gain visibility, connect them with consumers, potential customers and to make them grow their income".While Google does not offer metrics on investment in advertising for commercial policies, the figures of the Interactive Advertising Bureau indicates that the market has been growing at a rate close to 24% per year and in its last measurement exceeded 28%.What are these tools?Among free alternatives, "Google My Business" appears, which allows a firm to be in Google Maps, provide a review of their business, publish offers, promotions, photos of the premises and answer questions.In this way, he makes sure to be on the radar of dozens, hundreds or thousands of people who are just then looking for a point of sale to finalize a transaction or decide a future purchase.Once they achieve an active presence on the web, they need to position themselves against competitors and attract new clients. In this case, the "Google Ads" service helps you advertise on the Internet.In 2018, Google presented "Smart Campaigns", a solution aimed at SMEs that uses machine learning to create ads simply and quickly, without the need for prior knowledge, and aimed at generating business results.Another tool that the technological giant has is "Market Finder": it is free and allows Argentines to take their business to the international market.To do this, based on the website or the products and / or services offered by the company, recommends the best international markets to start commercial operations.Appear first, that's the questionThe importance of appearing on the first page of Google when looking for information responds to:- Four out of ten people enter the first of the links- Six out of ten click on the first three results (links)For Daniela Anantes, Digital Marketing Analyst, "the first and foremost is to establish the objective, see what the company wants to do and where to go, and then outline a plan that meets that need."On this point, there are different strategies. There are companies that want to improve the visibility of their brand (branding) and others whose main focus is to attract more customers and increase sales."Once the objective is clear, there will be a survey of the site, analyze what products or services want to promote and what is the differential of each," explains iProUP.How to figure among the first ?. Basically there are two options:- SEO (Search Engine Optimization): means Search Engine Optimization and is free.- SEM (Search Engine Marketing): stands for Search Engine Marketing and is a paid service.The first mode allows to appear in the top positions of Google without advertising. Factors such as the technical and constructive aspects of the portal, its assessment, history, that the products offered are of interest to users, among other issues, come into play. It is also relevant that the site load time (what takes to be displayed on a PC or cellphone display) is short, and that it is well designed."All these variables generate a ranking and help Google qualify you and position yourself better," explains Anantes, who clarifies: "This modality takes time, requires an optimization and frequent updating."On the other hand, he remarks that "the tools are becoming more intuitive, and not only verify that there is agreement between the words typed by users with which companies write, but they also identify what people are looking for".The other way is the SEM, which is paid advertising. That is, companies invest to try to be among the first results when users search for a word or group of keywords (keywords).For example, if you are dealing with a company that sells web consulting, you will want to rank high in the items, "consulting", "advisor", "Internet", among others.The amount to be disbursed for this modality will depend on the quality and relevance of the portal in question. In addition, being an auction system, how much are willing to offer other signatures for each click to your website.For the specialist, "it is always advisable to do SEO and SEM, since one nurtures the other". Now, how much must be "put" to be well ranked? This is what Anantes explains:- "The first thing that must be done is a plan, you have to define a set of keywords (keywords) that the brand will use in your ads"- "Then, the Adwords platform provides a planner in which you have to dump that set of keywords, delimit a time and geography"- "The tool throws the search volume of those keywords and returns the cost per click (CPC), that is, how much would those words be used"- "You have to think how many clicks it takes for the user to execute some action, thus establishing the maximum that the brand is willing to pay for each click as per the sale itself, which is called cost per acquisition (CPA) ) ".- "Based on the cost per acquisition obtained, an account is made to know how many clicks that sale requires and how many sales imply clicks or impressions"The CPC is important because it is what will be measured in the auction with the other competitors, while the CPA is the amount willing to pay for that sale."An average cost per click today is at least 2 or 3 pesos, then there are keywords of $ 20, $ 30 or $ 40. This depends on how relevant the word is or how much volume or competence you have," he explains.In addition, he assures that this value "will depend a lot on the geographical location and the permanence that he has, if he wants to publish the advertisement all day, just for a while in the morning, a day of the week or from Monday to Friday, etcetera".In short, the budget will be affected by the cost per click, the territory and the ad schedule."What you have to try to do is make each company fit the budget you have, the minimum is $ 2,000 per day for a publication to really last," he says.Taking into account the above, once the investment is made, the firm would have to start seeing results at the moment. "That's the speed that differentiates SEO," remarks the analyst in Digital Marketing."However, the tool has an apprenticeship, the positioning can be seen instantly, but the profitability takes a while as it is necessary to optimize and calibrate the campaign, adjust the costs, the offers, see if the ad really serves or not That is achieved in a month or a month and a half, "he clarifies.Digital: be and belongIn general, says Pedulla, "from Google we believe that being present on the Internet and get the best return on technology is an opportunity that Argentine businesses can not pass up."According to the executive, the digital world "allows us to do things more intelligently and with greater efficiency, making decisions based on data and oriented to results"."At Google we believe that the digital channel is the way to multiply the demand in much more efficient and effective ways, at a time when consumers are more loyal to their needs and less to the brands, more curious and demanding, and who hope to be able to Contact brands with simple and fast, "he says.Positioning is essential for success. For Anantes, the Internet not only gives you visibility, it is also used to learn, listen and experiment: "You can have the best business, but if you are not on the Internet, you do not exist."