I consider myself very computer literate. I have designed Access databases, taught myeslf basic HTML, photoshop, Excell and can trouble shoot pcs etc, and have built several pcs.
Yet I cannot use Adwords Standard edition.
Whenever I go into my account to do something basic I can never find it. It takes me ages looking around their poor screens, and their "help" screens and after half an hour of my valuable time I still chave nto done waht I wanted to do.
Eg I can never finds how to edit my ad. I cannot find out how to change my daily budget or my maximum cost per click.
Let alone use any of the advanced features.
Adwords must be the most poorly written software in the world.
We are seeing a range of expectations from users. If you are a great programmer you won't necessarily be a great advertising expert or you won't be a great copywriter. Hence you may find it hard to get a great quality score.
I studied the Adwords tutorials for a week and passed the GAP certification two years ago. I find the interface rich and getting richer, but not beyond comprehension when a new feature is introduced. This is, after all, a search marketing tool, so a marketing background helps.
Having said that, I know that AdWords is pitched to business owners who come from all backgrounds and temperaments, so some will find it difficult to master. Many of them have a full work day, running their business and may only get to AdWords one night a week when their minds are not the sharpest. They should hire an expert to at least fine-tune the campaigns and pay a periodic visit.