Burlington Free Press

The following is an excerpt from this piece, to read the complete original article, please click here: Vermont Teddy Bear Joins Google AdWords

Vermont Teddy Bear Co. has bid on thousands of short phrases people might enter in Google’s search box, hoping to draw Web surfers to its home page to make a purchase.

Google says the Shelburne company has succeeded, praising the company as “a savvy online marketer” and promoted the company as a case study for Google’s AdWords division.

April Anderson, head of retail market for Google Adwords, described Vermont Teddy Bear as “a small and scrappy business” that has become pretty adept at using Google AdWords, which was launched in 2000. (The system has evolved since and the cost-per-click model was developed in 2002.)Anderson said Vermont Teddy Bear “was an early adopter” of AdWords and has used Google’s marketing program as a driving force to grow its business. To Vermont Teddy Bear, getting exposure when people search for gifts is a no-brainer — and cost effective.

“They know what everyone in the world is looking for right now,” Liz LaVallee, digital marketing manager at Vermont Teddy Bear, said of Google.