iTnews.com.au is running an interesting piece this morning called "How Google could lose US$2.1 billion".  According to Jon Morris of Internet Marketing Initiative, 7 out of 10 advertisers could spend 30% less with Google and still get the same results… if they understood what they were doing.

Anytime I see big numbers like this I take an extra look.  And I think it's completely backward.

Instead of spending less money, advertisers could be spending more money with Google.  I spend a fair amount on AdWords.  If Google were to help me make more money using their service, I'd spend that much more.  Google says they help.  But they don't.

AdWords is a lot like taxes.  I don't mind paying taxes because I know I have to pay them to keep my business running.  I don't mind paying for AdWords because that's how I make money.  And if I could spend more money in order to make more money, I would.

Who wouldn't?

But the fault lies more with Google than anyone.  They don't show us the information we need.  They don't help as much as they say they do.  And they don't give us the options we need.

If they did those things Google would more money… not less.

- Matt