As a once owner of a small business, I very well know the needs of them. They are very different from larger scale businesses, and if I would have had the technology then that is available today, boy would I still have been successful now. It’s not so long ago that Google introduced Adwords Express, which was to be a dream come true for small businesses. If it would have worked properly.
The philosophy of Adwords Express is ‘fast and easy’. The problem is that however seducing this is, it doesn’t really apply to the target audience. Small businesses are just as dependent of precise keywords as big businesses. The automatic keyword generators are far from efficient enough to take control of that.
Different from big companies is that small businesses are slightly less in need of brand awareness. It really just matters locally. The result is that the clicks they get due to a weak automatic keyword generator are wasted and much more expensive than they are for big companies who have more value in branding their company.
Another issue is the geographical location. Consumers often just want the first shop nearby. Advertisers pay to get the first spot, which is not always what the consumer wants. A conflict of interests that has always been decided in favour of the money. Is there really no way around this?
There are more issues that make Adwords Express not necessarily the best choice. The real problem with these giant corporations, is that they try to fit everything into their megastructures. Sure, they hire teams of specialised people who seem to know all about what small businesses need, did all the necessary research, but in the end, it has to fit in with the big guys.
Sometimes I wonder if it is even smart to join up with such companies, as you can be sure that your information is namelessly sold to the highest bidder, who shamelessly will open nearby if your business is strong enough to have a go at that local market.