LucidSW - 3:05 pm on May 15, 2012 (gmt 0)
Well, you can't say that Adwords has always been simple. It may seem simple on the surface and of course, Google will advertise it as such. But every new feature or change will bring a different level of complexity. And since most of the little people will not be aware of those (or even understand it in many cases), it may mean that more people will get frustrated with diminishing results and quit. Or hopefully hire guys like me to manage it for them. In fact, I'm thinking of increasing my fees for just that reason.
But does it mean Adwords "jumped the shark"? I'd say no. Changes, improvements (at least in the eyes of Google), new features were all to be expected although changes that take away the advertiser's control over their own ads is a step backwards in my opinion. This qualifies. But they are not all bad and we have to adjust, take advantage even whenever possible.