Adwords Express might work for your business. But, factor in these limitations before deciding, or you will regret your decision.
In part 1, we explored what was good about Google Adwords Express.
We indicated it could be a good option for a very limited slice of businesses.
But, for most businesses, it is not the best solution.
Why?
Adwords Express: This is great! Or is it?
Perhaps the best way to answer that is to give you an easy to understand scenario.
Imagine you have a list of specific items you want to purchase at Home Depot.
The scenario just makes me shudder… but that is another story.
Let’s continue.
As you approach the store, you are met by an employee outside the door who offers to do the shopping for you.
You think, “Hmmm…. I really don’t have time to do all this shopping. Plus, these items are very specific, so it would be easier and faster to have someone who works here to take care of it for me.”
You give them your list and your credit card and they disappear inside the store.
How Did That Work Out For You?
The employee comes back after awhile with only some of the things on your list… and not others.
That’s not good… or helpful.
He also has a bunch of things that were not on the list.
He tells you, “You wanted Phillips head titanium screws but I thought you would be ok with cast iron flat head screws. Hey, they are both screws!”
Finally, you look at the bill and you are outraged. It was a good 50% higher than it should have been. It turns out that the prices are determined by a bidding process, but the employee just bought the item at retail… when he could have gotten a better deal.
Then you find out he personally makes a commission on the total cost of what he bought for you.
That folks, is similar to what happens when someone uses Google Adwords Express.
You are handing your list… and wallet… over to the company that is making money when they get someone to click on your ad (whether or not they are a good prospect).
Although I don’t believe Google intentionally runs up your bill, I do believe they are not as motivated as you would be to get the best the return for your investment.
Sometimes easier is NOT better.
If I were to sum up the problem of “the easier solution”, it would be:
Limited Options = Limited Campaign Performance = Higher Costs, Lower Results
Adwords Express has many limitations:
- You cannot choose your keywords (you can only pick a few general keywords assigned to a category. You essentially choose a category)
- You can only pick a limited amount of keywords – This limits your traffic.
- You cannot choose match types (no exact and phrase match). This arrangement always drives up your costs and dilutes your good traffic.
- Google only uses broad match … which means Google will choose what they think matches. Remember the clerk above who grabs the wrong screw since he thought it was a match? Instead of weeding out bad matches over time, Google keeps serving them up for you.
- You cannot use negative keywords (which helps prevent your ads from showing for inappropriate keywords). The result is more junk clicks that you pay for, Google makes their money, but you have nothing to show for it… except the bill.
- No ability to use other tools that increase the performance of the campaign, like ad extensions and split testing ads.
All these limitations drive up your cost per click, your cost per action (i.e. call, purchase, lead), and lower the level of good quality traffic. In other words, you pay more… for less.
Remember: Dumbed down tools (like Adwords Express) almost always lead to reduced capabilities… and results.
When Limitations Have Limitations
Think of Adwords Express like the least complicated, “easiest” way to play golf…
- One driver
- One iron
- A putter
All you have to remember is that the driver is for, well, driving. You only use the iron for the fairway, and the putter is for the green. What could be easier than that?
But, how many additional strokes do you rack up because you only have one iron? What happens if you need a gentle pitch, or to get out of the sand?
A full set of clubs, in the hands of someone who uses them properly, provides more precision that will undoubtedly get a MUCH better score.
Dumbed down tools (like Adwords Express) almost always lead
to reduced capabilities… and results. RETWEET THIS
My Honest Advice To A Business Owner
My advice to most business owners is either—
1. Put in the time to learn and get good at Google Adwords (you will give your campaign the TLC it needs, using all the tools at your disposal), or
2. Hire a professional Adwords manager. If they are worth anything, they will be able to more than cover their fees in the results they can get you. In fact, you should end up far ahead of option #1, or Adwords Express.
What should you look for in a professional Adwords manager? Just click on the link for a helpful article on what to look for.
There are many excellent Adwords professionals who can help you get outstanding results from your advertising. Reach out to one today… or contact 2nd Mile Marketing to find out if you are a good business candidate for their professional Adwords management program. Their clients typically see a 100-200% ROI on their marketing dollars.
Have you or are you working with a professional Adwords service? What has been your experience. Leave your comments below.