Google AdWords Express (now Ads Express) is the automated version of the Google AdWords tool. In fact, in addition to the better known Google AdWords version, there is a simplified solution with the ability to make fewer types of ads. Google AdWords Express allows you to activate your own online campaigns to promote your products and services more easily through preset processes.
However, simple does not mean instantaneous and/or effective.
What varies are basically the methods, the know-how needed and the types of ads that can be activated. But unlike many of Google’s free tools, activating campaigns with Ads Express still requires an investment of money.
An apparent simplification is given by the fact that with Google AdWords Express you can get around the lack of a Web site by creating your own Google My Business account. Basically, it is necessary to enter the profile of one’s business with all the necessary information to implement the advertising campaign. But it is also good to know that for any business, no matter how small, a website is essential to diversify and explain its offer, differentiate itself from competitors, and strengthen its image and brand.
How does AdWords Express work?
The operation of AdWords Express is quite basic and can be summarized in a few steps:
- use a Google account to activate your AdWords Express account
- Select the main advertising goal (receive more calls, increase sales or registrations on the Web site, or receive more visits to the physical location)
- describe your business
- choose the geographical area to be occupied
- select a target industry and enter keywords to help disseminate the ad
- Select the budget with attached payment details.
By following these instructions, it is possible to create an ad that will be a bit of an end in itself, however, as there is no ability to track results.
AdWords express vs AdWords
We have so far described some of the points that characterize Google AdWords Express, but let us also analyze the differences with its counterpart Google AdWords:
Google AdWords Express
AdWords Express is a fully automated advertising solution created primarily for a first approach for small businesses and new advertisers. Ads are created automatically are optimized and published locally on Google, Google Maps and partner websites. One should be aware, however, that the low level of customization and lack of strategic thinking in structuring campaign architecture can turn into a double-edged sword by becoming wasteful and ineffective.
If you are already active with a Google AdWords Express account, you may decide to switch to Google Ads to implement a series of targeted professional optimizations based on your needs from a business growth perspective.
In this case, help from a professional may be right for you. Learn about the benefits of our â–º Google Ads Consulting.
Google Adwords
AdWords is on the contrary intended for businesses that want a more in-depth and advanced level of advertising. In fact, it is equipped with a large number of functions and control tools to monitor the progress of advertising campaigns. Ads are specially designed, written to promote even more products or services, choosing the most relevant keywords and are published not only locally, but also regionally or nationally. With Google AdWords it is possible to actively monitor and manage campaigns.
Further differences include the following additional points:
- budget management. With Google AdWords Express, Cost Per Click management is fully automated based on the daily advertising budget set without the ability to have control over it. In the Google AdWords version, on the other hand, we have the ability to set a maximum Cost Per Click ceiling based on each individual keyword.
- The use of keywords. Google AdWords Express, first allows you to indicate the object to be advertised and immediately after, select the keyword that best describes the ad from those proposed by Google. In the Google AdWords version, it is possible to create infinite ad groups with as many infinite keywords within them
- one last (but certainly not least) difference we can find in the costs. With Google AdWords Express it is possible to set an automatic monthly budget and then let Google do the work of advertising our ad totally automatically without asking for budget increases. Google AdWords, on the other hand, has a more complex logic made by different parameters mainly based on the choice of keywords.
You might also be interested in â–º How Much Does Google Ads Cost
Customize Google AdWords Express
Since the autonomy of Google AdWords Express is very high, its customization functions are very limited since the whole optimization compartment is managed by Google’s own algorithms. As a result, once the ad campaign is started, it becomes difficult to apply corrections or implementations.
With the basic Google AdWords Express version there are therefore differences in customization, for example, it is not possible:
- set reverse keywords
- manage keyword matches
- determine the monitoring of conversions
Conclusions on the use of Google Ads Express
If the intention is to test the advertising tools provided by Google, Google Ads Express can be an entry level opportunity. While to structure a successful professional campaign architecture and invest the advertising budget rationally, it is definitely necessary to rely on specialists. In fact, to achieve better results and more impactful optimizations, it is crucial to take advantage of all the settings of the full Google Ads tool.
We can analyze together without obligation your specific needs and better understand the best strategy to adopt for your reality with Google Ads: discover our Google Ads Consulting Service
