Google’s AdWords Express is a marketing platform that is widely utilized by small company owners. Google promises: “more clients with easy advertising!” And then: “Set up your online advertisement in 15 minutes and let Google do the rest.”
With such strong pledges, it’s not surprising that numerous organisations select Express. If you’re thinking about running AdWords Express advertisements, read this post before committing.
If you’re already using AdWords Express and are frustrated by a lack of results (or an empty checking account), read the FAQ at the end of this post for assistance switching from AdWords Express to AdWords.
Unfamiliar with advertising on Google?
You can pay to get your site shown at the top of the search results page immediately with Google AdWords! That sounds fantastic, doesn’t it? If your site does not rank high naturally in the search results page, AdWords is a terrific way to get your site in front of individuals that are searching for what you need to offer. All of these plumbers are paying Google to get their site in front of people browsing for pipes services.
What is AdWords Express?
AdWords Express is “easy online advertising”, according to Google.
In other words, AdWords Express is an oversimplified variation of AdWords that is quick and easy to establish. If there’s one thing we’ve all learned in life, it’s that the easy path isn’t always the best path.
Sure, AdWords Express and AdWords are comparable, as described in the chart above– but AdWords provides you control and uses personalization choices. You wouldn’t offer marketing loan to a random person on the street and say “market my service!” would you? That’s the same reason why you should not sign up for AdWords Express– you’re practically telling Google, “Here, take my money!” And spend it, they will.
So, Why Do Small Businesses Choose AdWords Express?
The main factor: it’s simple. Google guarantees that you can establish your ad in 15 minutes. And who does not have 15 minutes to spare?
It’s true that AdWords Express is less challenging than AdWords, and Google’s copywriters make company owner feel all right to “set and forget” their AdWords Express accounts. However, if you do not put time into handling your advertising accounts, all you are doing is making Google money and injuring your own bottom line.
People naturally trust Google merely because it’s Google. They assume that Google understands what’s finest and are therefore fine with letting Google take the wheel with AdWords Express. However, what small businesses do not know is the real price they are paying in comparison to what ROI they are (not) seeing.
Keep in mind: Google is a business and they want your money.
Similar to how you want your customer’s money! Online marketing works, but you need to control it, nurture it, and keep Google’s hands out of it.
Why AdWords Express is Awful
A reputable Google AdWords partner South africa has listed a couple of factors why you should not utilize AdWords Express:
1. It uses broad match keywords.
Broad match is exactly what it sounds like– your advertisements will appear on similar keywords to the ones you select, such as synonyms and related searches. This gives Google more freedom to reveal your advertisements when they desire, and increases the likelihood that your advertisements will appear for unimportant 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 terrific keyword for that kind of business, right? Reconsider. Due to the fact that Express utilizes broad match, the advertisement ended up revealing to individuals searching for edmonton pig roast business, which is something they absolutely do not provide.
The genuine kicker? You are only able to see this if you view the account in genuine AdWords– AdWords Express does not reveal the actual search term the user searched to get to your website. Such an excellent trick keeper, that sneaky, sneaky Google!
2. You can not define the keywords you want to use or how much you wish to bid.
This offers Google full control over what keywords your account bids on– and if they don’t have a keyword in among their lists you want to bid on, you can’t add it manually. You can only toggle keywords on or off, but since they are broad match keywords it doesn’t actually matter if you turn off a keyword, since a search for another broad match keyword might easily trigger a comparable unimportant advertisement result.
Not having the ability to define just how much loan you want to bid on specific keywords is also a big drawback of AdWords Express. The control Google asserts over your account with Express can quickly cause greater cost-per-clicks and lots of loan being spent on keywords that aren’t transforming.
3. You can not include negative keywords.
Negative keywords are keywords that you do not desire your ads to stand for. This is really essential! If you use a premium item, you can put in low-cost, low expense, and low-cost as unfavorable keywords in genuine AdWords so your ads don’t show to individuals that are trying to find budget plan options. In Express, you can turn off keywords that you do not wish to bid on, but this will not in fact keep Google from showing your ad for that keyword. Your ad might still show to a searcher utilizing among your unfavorable keywords through another broad match keyword.
4. You can not create ad extensions to improve your advertisement.
Advertisement extensions include callouts, sitelinks, and structured bits. These different alternatives enable you to reveal more details to the searcher and provide more incentive to click your ad. Below are two advertisements. One is an advertisement without any ad extensions (probably using AdWords Express) and the other is an advertisement that utilizes the callouts (text separated by the dots) and sitelinks extension (extra links at the bottom of the advertisement). Which ad would you click on?
In summation, a lack of control over what keywords you’re bidding on– and just how much you’re spending for them– is why AdWords Express is terrible. If you’re using AdWords Express today, you’re most likely squandering cash on irrelevant keywords. The customizability and control you get in genuine AdWords supplies is what separates it from AdWords Express.