Spotlight on security software

Online security is a growing concern for consumers and businesses alike. Threats of identity theft, viruses, spam, and spyware have put security solutions top of mind for many. Here's a quick look at how online security threats are affecting U.S. Internet users.

• 41.3 million U.S. households (more than half of all households on the Internet) reported an Internet security problem in 2006.⁶
• 73 percent of adult U.S. Internet users say they're concerned with identify theft.⁷
• Americans spent at least $7.8 billion over the past two years for computer repairs, parts, and replacements as a result of viruses and spyware.⁸

If you market security solutions, try these tips for promoting your software:

Suggest a scan

Though many new computers come with free security software trials, they often expire after a limited time, leaving users and their computers vulnerable. People may not know they're at risk – remind them to check their security. Highlighting a "Free Virus Scan" in your ad text can get potential customers thinking about their security status.

Address their concerns

According to a recent study, U.S. consumers' top security concern is identity protection, followed by personal financial information security, and family safety.⁹ Address these concerns on your landing page and explain how your software can protect users from these particular threats.

Present your solution

While consumers read about online security threats, it's an opportune time to promote your security solution. Show your placement-targeted ads on websites, news pages, and blogs in Google's content network that are related to online security. Using the Browse Categories option in the Placement Tool in your account, browse the "Computers & Electronics" category and the "Computer Security" subcategory to find specific placements in the content network related to online security.

[6] Parks Associates, "Managing the Digital Home," 2006
[7] AuthenTec, "2006 Identity Theft Survey," conducted by Zoomerang, September 2006
[8] Consumer Reports, "State of the Net," August 2006
[9] Opinion Research Corporation, September 2006