Unethical AdWords Companies & AdWords Cold Calls
You may have received unwanted AdWords cold calls from people saying “we have people in your area looking for you…”, or similar call centers selling “top spots on Google” for small monthly fees. They hope that you don’t know much about AdWords and online marketing, and will try to dazzle you with false promises, jargon, and nonsense until you sign up with a direct debit. Normally, if you show any resistance, they will become aggressive, patronising, and imply that your business will go downhill. Its yet another example of personal accountability being diluted through call centre staff who don’t have a clue about the scripts they are trained to read from.
The typical lies they tell:
- “We can get you unlimited clicks in the top position for a fixed price”
- “We get you in the sponsored box at the top – but its not AdWords”
- “We are one of only three Qualified Google companies in the UK”
- “We have a special relationship / deal with Google”
The Truth
They don’t work for Google
Google has no such affiliations with outside companies. Companies may be Google AdWords Certified Partners but this in no way indicates a special relationship.
You can’t get unlimited clicks
…unless you have an unlimited budget. There is no “special system”. The lie is based on the fact that it is aimed at sole traders – for five specific keywords based on town names – and the overall demand is likely to be minimal. Because the agency wants to make money too – the amount of clicks you get from your fee will be absolutely tiny. Most of them won’t report how many clicks you get – because it will be probably be less than 30 in any given month.
Five keywords is a poor campaign
Using a minimal amount of keywords will not only mean that your click budget is also minimal (regardless of the agency fees), but also that your traffic will be minimal too. It simply won’t do justice to your online business. A typical AdWords account will contain hundreds of keywords, broken down into specific niches, with relevant ads and landing pages. Also, the addition of negative keywords is necessary to ensure relevancy on the search listings.
They won’t care about your site
Unethical companies are based on volume of clients rather than integrity or results. The inefficiency of the account will be protected by a minimum term contract that the client is locked into. This is very different from a freelance AdWords Certified Partner who will know what is best for your site and business, and work with you in making the most of it.
Your account won’t be optimised
A good AdWords account will have conversion tracking and Google Analytics feedback to optimise the account and make the most of your click spend. Unethical companies aren’t interested in performance, so your account will be left to “tick over” regardless of the results, because you are locked into a contract.
Its no way to make your business thrive!
If you want to actually make money from AdWords – you need a thorough campaign, dedicated agent who cares about your success, and the ability to optimise and grow the budget to make even more profit.