The other week I posted an article with some words of warning about Google AdWords Express.
I really want to be able to recommend it to small business owners. Truly I do.
Google AdWords is a great marketing tool and having an easy, efficient and effective way to use it would be a huge help for many small local businesses.
Since writing that last article, however, my view of Adwords Editor has not gotten any better. Two reasons why…
1. A very pushy Google AdWords Express rep called a client of mine. The rep had my client on the phone for a long time and, despite the client telling the rep he was already using AdWords, the rep persisted. More to get him off the phone than anything, my client relented and signed up for Express.
But here’s what really got me about this situation…
AdWords Express targets searchers in your local area. 99.5% of my client’s customers come from outside his local area so spending money advertising on a local level does him little good.
Google’s pushing this service really hard, but, unfortunately, at least some of the reps are just looking for the sale and don’t even take the time to see if Express can actually help a local business get clients or not.
2. Take a look at this screen capture…
These are the results of a Google search I did for the term “drug crime lawyer” (and, in case you’re wondering, this was for research purposes for a client NOT because of any drug crime I committed!).
Notice that last result on the bottom right with the blue pushpin looking icon next to it? That’s a Google AdWords Express ad…and it’s for a bankruptcy lawyer.
Yet the AdWords Express algorithm is showing this ad for a search related to drug crime lawyers. Not the best targeting there!
And, unfortunately, there’s nothing this lawyer can do about it because, unlike with “regular” AdWords, in AdWords Express you can’t go in and tell Google not to show your ads when certain words show up in the search query a user types into Google.
I do have faith in Google and believe(hope!) that this algorithm will improve over time.
Until then, I can’t recommend Google AdWords Express for the small local business owner.