Google has many ways to extract money from you. The latest is Adwords Express.
There are many PPC services that I offer within my Colorado PPC management system, and about half are designed specifically to save you money.
When I say “save you money” I am referring to saving you from paying more money than you need to for the clicks you get.
First, let’s consider what Google’s goals are. They want you to get as many clicks as they can get you (they do this regardless of cost or effectiveness); and to make money. And perhaps this is best to get you seen, so it is not an terrible thing.
Keep in mind, getting you seen is not the same as making you money. There is nothing wrong with Google making money from this system – it’s a good and effective service for large and small business when used properly. But, I doubt their team meetings ever start with “how can we save our clients money?”.
“I Can Do That”: Famous Last Words
Google lulls you into a false sense of security by letting you set the maximum price you are willing to pay for a click, and to set a daily budget. So you’re safe to go in and create your own campaigns, right?
Here is a short list of what can go wrong when you use Adwords “Express” instead of a PPC services consultant like Camrud Advertising:
- Too many clicks on phrases that won’t get you calls or customers
- No negative keywords in the mix to tell Google what clicks you don’t want
- Wasting all your daily budget on obscure terms or less effective terms
- Getting poor quality scores for your phrase-to-ad relationship and for your ad-to-site relationship
- Keyword phrases that are way too broad
- Ad Groups that are too broad/large
- Spending more than you need to, and less effectively
Don’t be Tempted to Take The Google Adwords Express Shortcut
I was recently hired to manage a campaign that had started as a Google Adwords Express account. The Adwords Express account was set to expire (supposedly) a few days before. The client even got a warning email from Google that their campaign was to expire. The client wanted it to expire.
Did it expire? No! It auto-renewed with no warning to the client. So the client was thinking it stopped. But no, it auto-renewed itself and kept charging for clicks for a few days until I discovered what the system had done.
This is just one example of why you don’t want to automate your PPC campaign.
Another is the quality score. With my Colorado PPC service, I look at the whole picture of your internet advertising. This involves looking at your website, your key phrases, your ad content, your groupings, and your historic (if any) results.
When I reviewed the client’s Adwords Express account, it showed quality scores from 1/10 to 3/10, mostly 2/10. These should have been modified or shut off. The groups were so broad that they had 324 phrases, mostly loosely related, in one group. That’s about 300 more than you want folks! And they were all performing poorly.
When I let a Google representative know my concerns about how Google is going to scare people off when they get poor results from their automated Adwords Express program, they quickly said “it isn’t our intent to cannibalize our system”.
Well, that might not be the intent, but that will be the result. I suspect in the end, they will make so much money off the errant clicks that they just won’t bother trying to save people from themselves.
The Google rep went on to say that they created it “so people could do their own campaigns”. Almost without exception, an expert or specialist in any field achieves better results than an amateur. Google knows this. They also know they can get an awful lot of click money from people experimenting with Google Advertising.
My PPC Service is Designed to Protect Your Budget
Step one in my internet advertising service is to “stop the bleeding”. That is to say, make sure you are only paying for effective methods, including ad phrases for pay per click programs. After I get errant spending under control, I look at cautiously adding more effective items in a controlled manner. In short, I treat your money like I treat my money.
By utilizing my Colorado PPC services, you can generally save as much money as you spend on errant clicks and added cost per click with Adwords Express, but get better results from your online advertising immediately. Call Denver PPC advertising specialist Jon Camrud to find out how you can get started.