Google AdWords Express Review: Negative, Good and Bad

First, let me be clear before I love Google AdWords Express or I hate Google AdWords Express, that I as the CEO and Founder of love Google’s search functionality compared to Yahoo or Bing. It is what the basis of dynamic search is founded on. It takes 10 billion websites and organizes them into a good top 10 list of the best options. I find that Bing does not even come close to being an efficient search tool.

Just look at finding Help on a windows PC…

95% of the time, we find what we are looking for in those first 1-3 searches.

I even have support for the Google Adwords revenue system they have in place to generate income to pay for all those massive servers that power our searches. Plus, based on results, when a client uses Adwords instead of the yellowpages, their ROI shoots through the roof.

Google is overall a very positive company in the Internet marketing space.

Running an Adwords account can be a very complex and in-depth task. Ask any small business owner who overspent $1000′s on an account he/she set up himself.

Maybe they didn’t know how to exclude “negative” keywords from pulling their ad and costing them a click.

Example: If an Auto Repair Service shop leaves “paint” in their keyword list and they don’t do “auto body repair” or “auto dent repair”, they could end up spending, no, wasting a lot of money on non-targeted website traffic that clicked on a Google AdWords sponsored link.

Maybe the ad just said, “Auto Repair Specialist – We give the best service in the auto industry.” That does not include not exclude paint or dent repair. A web surfer wouldn’t know if they do or don’t do that kind of work.

In case, you are very new to Internet marketing, sponsored links are usually at the very top of Google Search pages with a very, very faint pastel pink or salmon color around it. See image below.

Notice the the faint pastel box around the top 3 Google AdWords Ads. Enough to see with a microscope.

Back to the bad Google AdWords Express setup for small business owners. Cutting to the chase, my bad review of Google AdWords Express is valid and I will explain why.

The problem with AdWords Express is that, I just experienced this with 2 clients in a row, is the massive number of keywords they upload to a campaign.

A small local shop owned by one man had his campaign loaded with 3452 Keywords by the Google tech who “helped” out. By my accounting of non-targeted clicks it has cost the client over $2000.

I believe that  stuffing a campaign with automated ad-making code that generically grabs keywords and plugs them into an ad is not effective. Based on results, it brought users to a site that did not provide that service and it cost the advertiser marketing dollars.

The negative review is valid since I have now personally seen ad campaigns created where the Google tech clearly didn’t look at the client’s website.

The client’s website only had 32 pages. Only 12 if you ignore the blog pages. In 12 pages, a pay-per-click campaign tech could easily see whether or not to include or to correctly exclude “paint”,”glass” or “dent” keywords from the campaign.

On the website, there is not one instance of any of those keywords.

In my professional opinion, Google AdWords Express may be useful for a very small campaign under $300 per month.

If you are a business with more than $1000 for pay-per-click advertising, hire an AdWords consultant to run it for you. Yes, it will cost you more per month. It might be well worth it in the end to have a cleaner ppc campaign.

Best of Luck,