Any business person who has tried to manage an AdWords account without professional assistance may have come to understand why the pros recoil in horror at the thought. It’s true that Google makes AdWords management look like a walk in the park, encouraging the practice with constant and omnipresent offers for AdWords Express. To make matters worse, numerous look-alikes from faraway lands often pop up in competition at rates that are seriously attractive but possibly less reliable than they look.
Is Managing AdWords As Easy As They Say?
The answer is yes and no. Creating the account is easy. So is setting up the first advertisement. Once the ad is out there, people across the country can become aware of the site that has placed it. Unfortunately, unless special care is taken, results may not be quite what the user expected.
Neglecting to restrict the setting in which the ad should appear is a major mistake. It is also money down the drain when a resident of Kenya clicks on the ad for a lawn service in Kalamazoo.
Even the specification of a particular location may not be enough to prevent the AdWords display from appearing in unlikely places. When impressions count, it is vital to choose the keywords with care. Otherwise, the ad could turn up among the search results for photos, bad jokes, job searches or, at worst, businesses known for their questionable ethics.
Beware the Breadth of Google
Google’s keyword searches are notoriously broad. One reason is the company’s desire to provide the public with the greatest number of possibilities for each keyword entered. Therefore, it will dynamically expand the search parameters to include the keyword’s variant spellings, synonyms and plural forms along with entire phrases, positive or not, in which it may appear.
Without explicitly stated limitations, a search on “Peoria Plumbers” could cause the ad to pop up in the search results for “Plumbers’ Tools,” “Peoria Plums” or “Illinois Plumbers Who Are Wanted by the FBI.”
Killing an Ad Campaign Before It Starts
In the worst-case scenario, the appearance of ineligible keywords can sound the death knell of any ad. Google considers certain words unfit for display in any location. The use of these bad actors can polish off an advertising campaign before it has drawn a sustaining breath. Unfortunately, the average webmaster or business owner is often the last to know what these ad-killing keywords might be.
Irrelevant and Damaging Search Results Can Hurt
Thanks to the wide reach of Google’s search algorithms, a business that runs a poorly targeted AdWords campaign can easily squander up to 30 percent of its advertising budget. A company investing in these advertisements will be paying for every click. This fact alone should lend importance to their proper placement.
Internet Damage Is Lasting
Once Google has penalized a website for questionable advertising practices or inglorious SEO, the damage will not fade overnight. The Internet may not be forever, but when time is money, it can seem that way. A billion-dollar corporation might weather the storm, but the corner mom-and-pop could have a more troubling time of it.
Let the Pros Do It
The good news is that many companies today specialize in AdWords management. They know the ins and outs of Google’s particular quirks and make a habit of keeping on top of every algorithm change. It’s their job to do this, and a good organization does it well.
No business should take chances with its AdWords campaign. The marketing team that leaves this job to the pros can rest assured that it’s being done right. They can then sit back and watch their ad shine as it hits the intended target.