I had a client who wanted to promote a new service in Manhattan, New York but wanted to spend $200 to $300 for clicks for a 30 day period. The price of her service is about $900 a pop. She wanted to move back into an old AdWords Express program to try to generate some buzz.
Sounds like you should be able to quickly and efficiently do this right? But what kind of quality of clicks would you get with AdWords Express.
Here’s a concrete example.
In AdWords Express we would enter one version of ad text and about 10 or so keywords we want to have the activity focus on. Let’s say the service was permanent eyebrow tattoos. Once we entered in our keyword set, Google would use broad match variations, synonyms, plurals, similar words and even parts of our keyword we wanted ads to show on.
So, even if we really only wanted to show ads on permanent eyebrows, or permanent eyebrow tattoos, Google would show ads on eyebrows, eyebrow makeup, eyebrow powder, eyebrow tweasers. As an AdWord Standard Expert User, I consider this type of non-targeted advertising not worth the clicks that this type of program may generate. But, to get general makeup interested consumer traffic AdWords Express might be okay.
However, when you combine all this with the fact you may have to pay $1.25 to $3.75 a click, you will want to be pickier about who may see your ads so as to not blow through your AdWords budget and not end up with any real prospects.
From my viewpoint, there is simply no replacement for using the Standard AdWords program. Set up and management costs may be higher, but the results are “golden” in comparison.