Google’s AdWords Express is a marketing platform that is commonly utilized by small company owners. Google guarantees: “more customers with simple marketing!” And after that: “Set up your online ad in 15 minutes and let Google do the rest.”
With such bold guarantees, it’s no wonder numerous companies choose Express. If you’re considering running AdWords Express ads, read this post prior to devoting.
If you’re already utilizing AdWords Express and are annoyed by a lack of outcomes (or an empty checking account), check out the FAQ at the end of this post for aid switching from AdWords Express to AdWords.
Unfamiliar with advertising on Google?
According to Google ad partner South Africa, you can pay to get your site revealed at the top of the search results right away with Google AdWords! That sounds great, doesn’t it? If your website does not rank high naturally in the search results page, AdWords is an excellent way to get your website in front of people that are looking for what you need to provide. All of these plumbings are paying Google to get their website in front of individuals browsing for pipes services.
What is AdWords Express?
AdWords Express is “simple online marketing”, according to Google.
In short, AdWords Express is an oversimplified version of AdWords that is quick and simple to set up. However if there’s something we’ve all learned in life, it’s that the simple path isn’t constantly the best path.
Sure, AdWords Express and AdWords are similar, as laid out in the chart above– however AdWords provides you control and offers customization choices. You would not give advertising cash to a random individual on the street and state “market my company!” would you? That’s the same reason that you should not sign up for AdWords Express– you’re virtually informing Google, “Here, take my loan!” And spend it, they will.
Why Do Small Businesses Choose AdWords Express?
The main reason: it’s simple. Google guarantees that you can set up your advertisement in 15 minutes. And who doesn’t have 15 minutes to spare?
It’s true that AdWords Express is less intimidating than AdWords, and Google’s copywriters make company owner feel okay to “set and forget” their AdWords Express accounts. Nevertheless, if you do not put time into managing your advertising accounts, all you are doing is making Google money and hurting your own bottom line.
Individuals naturally trust Google simply because it’s Google. They presume that Google understands what’s best and are for that reason great with letting Google take the wheel with AdWords Express. However, what small companies do not understand is the true price they are paying in contrast to what ROI they are (not) seeing.
Remember: Google is a business and they want your cash.
Much like how you want your customer’s money! Online advertising works, however you need to manage it, support it, and keep Google’s give out of it.
Why AdWords Express is Awful
Here are a couple of reasons to not use AdWords Express:
1. It uses broad match keywords.
Broad match is exactly what it sounds like– your ads will appear on comparable keywords to the ones you choose, such as synonyms and related searches. This offers Google more freedom to show your ads when they desire, and increases the possibility that your advertisements will stand for irrelevant searches.
For instance, among our clients (a catering service) who utilized AdWords Express had a quote for the keyword edmonton catering business. Seems like a fantastic keyword for that kind of company, right? Reconsider. Due to the fact that Express utilizes broad match, the ad wound up revealing to individuals searching for edmonton pig roast companies, which is something they definitely don’t use.
The genuine kicker? You are just able to see this if you view the account in genuine AdWords– AdWords Express does not reveal the real search term the user searched to get to your website. Such a great trick keeper, that sneaky, sneaky Google!
2. You can not specify the keywords you wish to utilize or just how much you want to bid.
This gives Google full control over what keywords your account quotes on– and if they don’t have a keyword in one of their lists you wish to bid on, you can’t add it by hand. You can just toggle keywords on or off, but since they are broad match keywords it doesn’t truly matter if you switch off a keyword, since a look for another broad match keyword might quickly activate a comparable irrelevant advertisement result.
Not having the ability to specify just how much cash you wish to bid on particular keywords is also a huge downside of AdWords Express. The control Google asserts over your account with Express can quickly cause greater cost-per-clicks and tons of cash being spent on keywords that aren’t transforming.
3. You can not include negative keywords.
Negative keywords are keywords that you don’t want your ads to appear for. This is really important! If you use a premium product, you can put in inexpensive, low expense, and economical as unfavorable keywords in genuine AdWords so your advertisements don’t reveal to people that are searching for spending plan alternatives. In Express, you can shut off keywords that you do not wish to bid on, but this will not actually keep Google from revealing your ad for that keyword. Your ad could still show to a searcher using one of your negative keywords through another broad match keyword.
4. You can not develop advertisement extensions to enhance your advertisement.
Advertisement extensions consist of callouts, sitelinks, and structured bits. These various options enable you to show more info to the searcher and provide more reward to click your ad. Below are two ads. One is an ad with no ad extensions (probably using AdWords Express) and the other is an ad that utilizes the callouts (text separated by the dots) and sitelinks extension (extra links at the bottom of the advertisement). Which advertisement would you click on?
In summation, a lack of control over what keywords you’re bidding on– and how much you’re paying for them– is why AdWords Express is awful. If you’re utilizing AdWords Express today, you’re most likely wasting cash on unimportant keywords. The customizability and control you get in real AdWords offers is what separates it from AdWords Express.