Adventures in Adwords #1

January 07, 2013 by Erin Vezzetti

Adventures in AdWords #1"No matter what your budget, you can display your ads on Google and our advertising network. Pay only if people click your ads," says the Google Adwords landing page.

Yep. That's the plain and simple truth. No matter what your budget, you can create ads for display on the Google network. It's simple, too, and the costs are reasonable.

Until they're not, because someone who doesn't understand the inner workings of AdWords and it's keyword-driven programming has changed your campaigns.

Case in Hand: Unintended Consequences

We took a start-up company from zero income to a projected $600,000 gross income in just 90 days with a Geo-targeted, highly specific series of AdWords campaigns. The ads were bringing in business like crazy. Total campaign costs were running around $500 per month. Meanwhile, the average sale was over $1,200, so the ROI was spectacular.

It was spectacular up until the day the owner gave a person who was unfamiliar with the strategies we employ and the "inner workings" of the program his log-in details. That person added a list of new keywords, most of which were of such low search volume that they didn't impact anything. But there was one key phrase that drove up the cost-per-click for the entire campaign by $0.40.

Now, forty cents may not seem like a big deal. But when it is a high-click through rate campaign, a forty cent increase per click can wreak havoc on any AdWords budget. In our client's case, it added $1,500 to his credit card bill, by adding more than a thousand inappropriate "clicks."

All because someone who wasn't familiar with the "Why" and the "How" went in and added one three-word key phrase.

"No matter what your budget, you can display your ads on Google and our advertising network. Pay only if people click your ads," says the Google Adwords landing page.

Yep. That's the plain and simple truth.

But please: Make sure the people to whom you entrust your AdWords campaigns actually have experience, and a strategy in place.

Marketing via Pay-Per-Click Programs