AdWords Express: To Do or To Don’t


Though this marketing strategy is starting to show its age, PPC, or Pay-Per-Click, Advertising Campaigns are still one of the most effectives tools available for marketing. These campaigns not only target specific customers, they also allow a potentially maximum return on investment by only allocating funds to quality traffic. The most intelligent and widely used digital advertising platforms today is Google AdWords. This platform allows business owners and marketers to create and manage brief advertisements, services offerings, and other content within the Google Search Network to users.

Creating and managing a Google AdWords campaign for your business is challenging, taxing, and takes up more time than an average business owner has to spend on their own marketing. Many business owners either hand it to their own in house marketing department or elect to go to a third party digital marketing firm to ensure that it is handle efficiently and properly.

But for small business owners that do not have their own marketing team or have the allocated funds to put toward a advertising management fee, many find themselves relying on Google AdWords Express. This platform is designed to simplify the Google AdWords Platform by automatically managing your online ads. Its promises of reaching more customers and quick set-up attracts many.

Many business owners that seek our advertising services come to us with frustration, an empty wallet, and confused as to why they are only breaking even on their efforts with Google AdWords Express. Seeing your business at the top of the search results is not only promising but has the potential to create big business, but not without paying big bucks to do so.

So What Makes AdWords Express Different from AdWords?

No Control Over Your Keywords in Express

Keywords are the key to Google’s algorithm and they define how users find your business. They also find the right users and produce quality traffic to your site. Hence the saying, “wrong keywords = wrong traffic”. Google AdWords platform allows to define your keywords and will only bid on the ones you indicated in the system.

On Google AdWords Express, it does a “broad match” search. This allows your ads to appear on keywords that are similar to the ones selected from their list. It gives Google the freedom to show your ads where they want in efforts to obtain maximum exposure. We all know that reach does not always result in engagement or conversion.

On a similar note, you also cannot view the actual search terms the user search to get to your site in Express like you can on Google AdWords. So there is little to no way of knowing what keywords are working.

No Control Over Your Spend in Express

In Google AdWords, there are several different bid strategies that establish how you pay for viewer interaction with your ads.This includes automatic, max-click campaigns, profitier, and others. It gives you several ways to control your budget and spending to e