It seems that there has been a decrease in small businesses using Google AdWords. This was an observation made by one of the users in a forum thread that was opened at WebmasterWorld. According to the thread starter who uses AdSense on his website, the small business ads on his hobby-based site have considerably decreased. The thread captured a lot of user interest and the discussion was steered towards the apparent shortcomings of the tool in catering to the promotional needs of small business websites. In fact, most of the responses to the query were inclined to believe that there has, indeed, been a drop in the number of small businesses using AdWords.

The problem seemed to stem from the advanced features that the tool introduced. While many have been demanding and clamoring for these features to be added into AdWords, the improvements have also made the tool more complicated for novice online advertisers. According to one reply, the tool has simply become too complicated for people who do not have the time to learn and go through the intricacies of how the system works. Take note that these people are not full-time online marketers or advertisers. They are business owners and they simply cannot spare a lot of time learning how to make AdWords work when they still have more important production-related tasks that they need to oversee. Simply put, there simply isn’t enough time during the day to do everything much less re-learn the mechanics of one small part of search engine marketing.

Some users feel that AdWords has to tone down a bit when it comes to its technical aspect – that is, it has to come up with a more user-friendly interface that doesn’t take so much time to understand. But there was also one reply that offered a different perspective as to why AdWords seemed to have lost its popularity among small businesses. According to the user, this was mainly because of the tougher bid competition. It seems that big companies have started pushing the small ones to the backseat during biddings as they have also started to appreciate the benefits of PPC and search engine marketing.

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