Google AdWords and Google AdWords Express: Which is Right for You?


More and more businesses are coming to understand the value of Google AdWords. It’s a world full of advantages and opportunities that helps get your products or services out there and in Google search results through clickable ads.

It sounds great, right? Really, it’s a no-brainer. So, whether you’ve already looked into it or if that magical-sounding introduction has caught your attention, you’ll discover you’ve got yourself a choice: Google AdWords or Google AdWords Express.

What’s the difference?” we hear you cry! Luckily for you, we’re about to go over both options for ad management on Google – the good and the bad – so you can figure out which is the best choice for you and your business. Don’t say we don’t spoil you.

Google AdWords Express

The good:

The word ‘express’ is enough to make anyone’s ears prick up. Everyone loves the quick route, don’t they? Whether it’s a train journey, a faster queue, or setting up your pay per click ads, there’s something great about getting a job done in a quicker way.

Google AdWords Express is designed to be quick, easy and efficient to use. It’s essentially an automated version of Google AdWords, meaning business owners only have to fill out a few details, pop in a couple of keywords about their products or services, and then they’re on their way.

It really is that simple.

You don’t even need a website to do it, so for businesses who are just starting up or for those who want to get their products online as quickly as possible, Google AdWords Express could be just the answer.

However, like most express options, it does come with a few drawbacks…

The bad:

Whilst this swift and automated system leaves you with more time to run your business and may seem slightly more affordable, it is nowhere near as efficient as the original Google AdWords service. To put it short, simplicity comes at a price.

Users of Google AdWords Express can find that their ads are restricted for a number of reasons, including:

  • Only able to promote one product or service per ad
  • Only able to promote in one geographic area
  • Geo terms are very restricted
  • Automated keyword selection (no ability to use negative keywords or to search terms)
  • Unable to exclusively target search engines
  • No shopping or remarketing available for e-commerce websites

With its limited control over audience tagging, this automated ad management system has a high risk of irrelevant targeting. In other words, your ads might reach out to people that aren’t interested in your specific services or products or people that don’t fit your target audience, leading to an increased amount of wasted spend.

For example, businesses that want to target a range of areas will fall short by using Google AdWords Express and miss out on a huge number of customers. Think about it: if you’re living in the heart of Manchester but looking to move into a flat in London, you’re not going to be after local search results for estate agents on Google, are you?

This is where the original Google AdWords steps in…


Google AdWords

The good:

Google AdWords allows you to have total control over your ad campaign – over the people you are targeting, the places you are targeting, and the results you see.

You’ve got it: it’s fully customisable, giving you scope to create online advertising to suit you specifically as a unique brand.

With the full version of Google AdWords, you can promote more than one product or service, target ads to anywhere you fancy, specify your keywords, and receive detailed reporting and analysis to keep your campaign running efficiently.

The bad:

Unfortunately, these benefits don’t just come from anywhere – they do take time and resources. If you’re looking to make the move to a fully manageable Google AdWords, we recommend that you dedicate 5 to 15 hours per week to it, at a minimum; otherwise, you won’t be able to take full advantage of its resources.

How we can help

But not all is lost. If you can’t find the time to dedicate to your Google AdWords or PPC campaign, you can find someone that will. That could be paying for an in-house marketing manager or for a Google Certified Agency to manage your campaign for you.

At Add People, we understand the hard work that managers of small to medium-sized businesses put in, so it’s no wonder there’s no time in the day to put aside for ad management. That’s why we provide businesses just like yours with fully managed PPC services as well as our unique PPC Helpdesk services.

Depending on what you choose, you’ll be given a member of our Google Certified team who will then help you with anything to do with your campaign, from setting it up and optimising your adverts, to providing digestible and easy-to-understand monthly reports. Whatever you need, we’ll be just a phone call away.


To sum it all up

You either use Google AdWords Express or Google AdWords; there’s no benefit to you having both at the same time. To help you work out which best suits your business and your business’ needs, we’ve put it into a simple table for you:

AdWords Express AdWords
Pay per click only Yes Yes
Automated management Yes No
Easy solution for businesses without a website Yes No
Ability to target ads geographically Limited Yes
Ads on Google search engine and Google Maps Yes Yes
Mobile ads Yes Yes
Other advanced ad formats No Yes
Shopping ads No Yes
Remarketing No Yes

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