July 21, 2017

The AdWords Complexity Cycle

I read a few weeks ago that AdWords have introduced an option to include IF functions to customise your ads. Which is terribly exciting for nerds like me.

If you use Infusionsoft or some similar system, this sort of IF logic should be familiar.

IF Google knows a searcher is male, serve them ad copy that mentions beer and football. IF Google knows the searcher is aged over 40, emphasise quality over price. IF the searcher hasn’t previously visited your website, display introductory promotions. Etc.

You can read the full article here.

The big problem for Google has always been that these innovations primarily cater to the needs of sophisticated advertisers, while at the same time making AdWords more complicated for everyone else.

The interface goes through a cycle of complexity, where new ‘power’ features are introduced, only to be whisked away because most people don’t know how to use them. The last major ‘whisking away’ happened when ‘enhanced’ campaigns were introduced (pah!). In a marvellous turn of events, most of the features that were whisked away (such as mobile and tablet targeting) have since been reintroduced (hurrah!).

I’ve maintained for a long time that AdWords isn’t hard to learn, if you get the right training. Which is like anything I suppose. The real question is figuring out whether managing your own ads is a good use of your time.

I’ve had a few questions about AdWords in the last week, which has prompted me to revisit something I did last year. About a year ago, I ran a 5-week ‘AdWords Foundation’ bootcamp, designed to get you doing the basics really, really well.

You can see the sales page here. The course list price is £597. This isn’t a primary product for me anymore, but if you’re interested in developing your AdWords skills email me and make me an offer.

I’ll listen to anything sensible. The usual money back guarantee will still apply.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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