You may be aware that Google AdWords, also known as pay-per-click advertising, is one of the most cost-effective paid ways to reach customers. Google now offers AdWords Express so you might not be sure which one to choose.
You, whether you are a business owner or a professional marketer, know how important it is to get the best results with the resources and time you have. This means being smart about your advertising budget, especially when you use Google’s platforms.
To speak with a Google Ads manager at Kobe Digital, call 310-734-4030. Or, continue reading to get a general overview of the options and how to choose the best platform for your business.
An overview of AdWords Express and AdWords
AdWords Express and AdWords Express allow you to display PPC ads in Google Search Results, Google Maps, or other related websites within the Google Display Network. These ads look identical to viewers. They are made differently.
The comparison table from Google provides a good overview of these differences:
AdWords Express, in essence, is a simplified version of AdWords. We’ve broken them down by time required, ad formats, and placement. This will help you decide which one is best for your business.
AdWords Express
Google describes AdWords Express as a way for small businesses to quickly get started with AdWords Express. It is also easier for first-time advertisers and people who are new to keyword searches or paid advertising.
Time
This decision is heavily influenced by the amount of time required to manage campaigns. AdWords Express, as its name suggests, takes less time than AdWords. The setup is fast and ongoing management is minimal.
All you need to do to get started is to set a budget, and then write a text advertisement. If you are a U.S. Advertiser, Google will provide a list with keywords and potentially related sites.
You can then move to automated management. As long as you pay, the ads continue to run. Google can also make updates to your keywords as needed.
Formats for ads
Your decision should include the format of your ads. AdWords Express ads can only be text. Advanced formats, such as video ads and mobile extensions, are not available in AdWords Express.
Placement
AdWords Express allows you to have your ads appear in Google search results as well as Google Maps. Your ads may also be displayed on the search partner websites of Google or Google Display Network pages if you’re located in the United States.
Your online presence
AdWords Express, if you don’t own a website, is your only choice. Google My Business allows you to create a local page and make it the landing page for your ads.
While this might be a good temporary PPC option, we recommend creating a site as soon as possible. Even if your site is simple, it serves as your online home and can be very useful for you and your customers.
AdWords Express can also direct users to your Google+ Page, but it is important to keep in mind that your traffic will disappear almost immediately if you stop paying for them.
AdWords
After we have looked at the express version, let’s see how it differs from regular AdWords and what its advantages are over its simpler counterpart.
Time
AdWords takes a lot more time to manage. It can take anywhere from 5-15 hours per week, depending on how many campaigns you run and how often you update them.
AdWords allows you to manually manage all your campaigns. Express does not allow you to set bids, choose keywords, create text ads, schedule ads or write display ads.
AdWords offers more control and detailed reporting. This means you can always see the status of your campaigns.
Formats for ads
AdWords allows you to create ads in many formats. These include images, videos, product listings, app promotions, and videos. Multiple ads can be run simultaneously, which will help you choose the most effective formats to achieve your business goals.
Placement
Your ads may appear on Google Display Network partner websites, regardless of where you are located. If your business sells kitchen equipment, your ads could be displayed on popular food blogs.
Your online presence
AdWords can only be used if you have a website. A website is a must for any business, and we recommend you have one. You can link to different pages using different ads.
This is especially useful if your ads are targeted at specific products or services. Instead of redirecting viewers to your homepage, and then making them search for what they are looking for on your site, your ads can direct them to the product or service that made them click.
Which platform is best for you?
AdWords Express and AdWords Express both offer great options. However, your choices will depend on your time and resources as well as how much control you desire over your online ads.
AdWords Express is a good option if you don’t have time to manage campaigns. You can always hire an external PPC management company if you need additional formats, reporting, and control than AdWords Express.
You can test both, and because there is no startup fee you can do so to get a better understanding of each. After a trial run, you can decide if you like it. Google suggests that you do not use them simultaneously. This will make your ads compete with each other, which can only lead to more complications in your campaigns.
What can Kobe Digital do for you?
We can help you get your campaigns started, regardless of whether you go with AdWords Express or AdWords Express. Contact us if you need help advertising on Google or any other ad network. Our dedicated team is happy to assist you in creating campaigns and generating revenue through PPC.
