Beware the adwords cowboys

August 27, 2009

In addition to the SEO link building scam there is the Adwords scam. I have no problem in calling it a scam because that’s what it is. They are taking money on false pretences and delivering a wholly unsuitable product. Adwords is free. If you follow the many tutorials and articles you can set up a successful adwords campaign for nothing and turn a profit on day one.

Unfortunately there a number of companies whose high pressure marketing convince the unwary that they need to spend a lot of money running an adwords campaign. The trouble is it’s a based on a pack of lies.

The Special Relationship with Google

First thing you get is a cold call, it’s very professional and the company claims to working on behalf of or for Google. That’s the first lie. Google does not employ people to cold call you about Adwords.

The next lie is the special relationship with Google. They will claim that they can buy adwords in bulk making them cheaper. Google does not have special relationship with anyone and they certainly don’t offer discounts.

Keyword Selection

They will then offer top spot for some carefully chosen keywords. There isn’t actually a lie here, it’s just not the whole truth. They keywords are geotargeted which means only people within a specified geographical area will see your adverts. One already hopes that you are marketing your business locally anyway so running an adwords campaign for the same people is pretty pointless.

The other keyword criteria often promoted is the local search. Search for plumber in tinytown and magically your advert appears. It’s not really that difficult, you could do this yourself for a few pence. If fact you could probably get your site to #1 in the natural listings for the same money.

The sales pitch will push you towards their preferred keywords, irrespective of whether it’s going to bring you in any new business or not.

The Empty Promise

On offer is a guaranteed top spot listing 24/7. This really is a complete lie. Google rotates the adverts. Positions 1-3 swap around over the course of the day so you will never be at the top all the time. In any case, there’s little point in having the advert running 24/7 – who needs a builder at 3am!

There will be some small print on the site explaining that this promise isn’t enforceable – the link is usually very hard to find though.

When the month is over and they have spent all your money and your adverts fall off the page you don’t have any comeback, it’s in the small print: you got 1 months promo then it’s off to the next sucker. The trouble is you are now locked into a 12 month contract.

So by signing up you have:

• No control of your adverts.
• No control over the chosen landing page.
• No control over the keywords
• No control over where and when the adverts will appear
• No idea how much the adverts are costing you.

There are some very good PPC companies but anyone who cold calls to get your business isn’t one of them. Contact the local trading standards and report these scumbags.

Examples of who to avoid:

Lavora Marketing – UKBF Forum Thread and another

Matchmaker Marketing – UKBF Forum thread and again