The psychology of what is going on here is easy to see. Marketing is difficult and many in the market want the easy way to success. So Google offers a program that fits that want but it cannot serve the need.
Here is Google’s description of what AdWords Express is: http://www.google.com/awexpress/
What It Is
AdWords Express is the easiest way to advertise on Google. Creating your ad takes just a few minutes, and that’s it. Everything else is managed automatically, ensuring your ad is only shown to people looking for what you have to offer. Now you’re advertising to an audience that’s already interested in you.
Who It’s For
AdWords Express is for local businesses looking for local customers. It’s for business owners who want the benefits of a targeted online ad campaign, without having to spend time managing it.
End of Google site content.
Marketing is not simple and that did not suddenly change because Google changed the name of the product from Boost to Express. The name was changed to protect the not so innocent because the results of many tests we saw of Boost where like watching a train wreck in slow motion. We saw clients pay ridiculous amounts of money for some of the worst qualified clicks. What Boost was very good at doing was spending money but that is not typically a goal of our clients. The only thing express about this is the transfer of money from your credit card to Google’s bank account. There are so many things wrong in Express that we hesitate to waste your time detailing all of them but at its core Express is trying to target traffic without knowledge of the business.
Google is a great company, but the reality is that marketing requires a level of thinking that is currently beyond all software in the market today. Google is trying to take a keyword model assembled without knowledge of your business or your customers and produce traffic that benefits your business. That is a nice goal but it is not possible in today’s world.
AdWords is a giant step forward for advertisers but it requires thought and planning to make it produce results. If your business specializes in something other than AdWords and you need an AdWords Expert on your team please contact us.