netmeg - 3:39 pm on Apr 2, 2009 (gmt 0)

It *is* too hard, and too time consuming, for the average end user to use, I've been saying that for a long time. It wasn't always that way - but I think in some ways that Google has been so eager to add features and advances (that we ourselves have been asking for), and on the other hand to prevent fraud and maintain quality, that they've kind of lost their grip on the big picture. They've tried to ameliorate that to some degree with the Starter Edition - but that product has some serious flaws itself; it's extremely difficult for me to convince a former Starter Edition user to give AdWords a second chance, even with a professional such as myself handling their account.

So what's the solution for you?

If you're an end user or business owner, you probably are too busy running your business to get too far into AdWords. You should probably either delegate someone in your organization that can take the time to really learn it, or you can hire a professional - either to completely manage your account, or even just set it up and organize it properly to begin with, so that you can maintain it going forward. And make sure they also set up and show you how to run Analytics and determine if it's working for you.

What's the solution for Google?

Google *must make changes* to the Starter Edition. For one thing, the Search and Content networks need to be separate. The advertisers MUST know what they're getting into before they go bellowing headlong into Content, and they should have to OPT IN to it before it's active. The tool for selecting the types of traffic (social sites, video sites, parked domains) should not be buried in the Tools section, but be right up front when setting up the campaign.

The budget optimizer needs work too, at least the language around it. It should be easier and more clear to put a maximum CPC on any given keyword - I took over an account where the customer was paying something like $12 for a broad matched keyword that costs him no more than forty cents with a 10/10 QS once I got him straightened out.

I could go through step by step of the Starter Edition set up and list out everything that's wrong wrong wrong, but I don't have time. I have too many clients who need AdWords help.

(And I'm not cutting off my nose to spite my face - there will always be clients who need more advanced AdWords & Analytics help, or who just can't take the time themselves. But Google making it easier on the small business user can ONLY make the brand better, and make more money for ALL of us - advertiser, search marketing professional, and Google themselves)

And by the way - all that said - believe it or not, AdWords is still yards above the competition (MSN & Yahoo) in ease of use, tools, and time spent managing accounts. But that competitive edge may not last forever.