Posted October 9, 2006 9:00 am by with 2 comments

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By Al Scillitani.

A few months ago, I wrote an article about Google’s Adwords new features and tools giving me a headache. I wrote,

“My head hurts. Almost everytime I log into an adwords account something has changed. How is a single adwords account owner supposed to keep up with all your changes? It is hard enough for a full team of specialists nevermind the small business owner that is maintaining their own adwords account. Just when I think I am all caught up, more news comes out about another new feature, tool, format, etc…�?

They responded by sending me headache medicine. This demonstrated to me that employees of Google 1. Have a sense of humor and 2. Were interested in their customers opinions. The problem is, it appears the Google employees knowledge is not making it up to the top executive team.

A recent article from the LA Times states Co-founder Sergey Brin is leading a company wide initiative called “Features, not products.” Mr Brin and other Google executives realized that myriad product releases were confusing their users. They are now going to focus on product features. Well here we go again!

I can see it happening already. All current Google products are going to be changed, updated, “improved,�? newly added features, tools added, expanded, integrated, merged, and upgraded on a weekly basis. Now instead of being confused with all their new products, we will be confused with all their current products.

Google needs to slow down. They need to take a look at each product one at a time, have a team of Googlers and customers look at the product, and get ideas for improvements. Some of the “improvements�? I have seen so far with Adwords didn’t do anything but add an additional step to get to the area I want. They need to look at the big picture of each product with a team of actual users. Gather all the feedback all at once, eliminate which features or upgrades are not needed or too costly and then work on the new features to add. Do it all at once and test, test, test, again using actual users. Each update should include several features and should not be conducted more than once a quarter. Give us time to learn and use the new features.

Of course Google doesn’t have to listen to my recommendations. Maybe they will realize I am right when the executives ask why their acetaminophen costs have dramatically increased?

Google, please restock my supply in preparation of your upcoming changes. You know the address.

[The above article is a submission for Marketing Pilgrim’s Search Engine Marketing Scholarship Contest. Each Monday in October, entries will be published and the most popular article of the week will qualify for the $5,000 grand prize. If you’d like to submit an entry, please view the contest entry-requirements and guidelines.]