Google’s AdWords Express is an advertising platform that is extensively used by small business owners. Google promises: “more clients with easy marketing!” And after that: “Set up your online advertisement in 15 minutes and let Google do the rest.”
With such vibrant promises, it’s no wonder numerous organisations pick Express. If you’re thinking of running AdWords Express ads, read this post before devoting.
If you’re already using AdWords Express and are irritated by an absence of outcomes (or an empty savings account), read the FAQ at the end of this post for assistance switching from AdWords Express to AdWords or contact a Google partner South Africa to help you in the right direction.
Not familiar with advertising on Google?
You can pay to get your site revealed at the top of the search results immediately with Google AdWords! That sounds great, does not it? If your website doesn’t rank high naturally in the search results page, AdWords is a fantastic method to get your website in front of individuals that are looking for what you have to provide. For example, all of these plumbing technicians are paying Google to get their site in front of people searching for plumbing services.
What is AdWords Express?
AdWords Express is “easy online marketing”, according to Google.
Simply put, AdWords Express is an oversimplified variation of AdWords that is quick and simple to set up. If there’s one thing we’ve all discovered in life, it’s that the easy path isn’t always the best route.
Sure, AdWords Express and AdWords are similar, as outlined in the chart above– however AdWords offers you control and provides personalization alternatives. You wouldn’t give promoting money to a random person on the street and say “market my business!” would you? That’s the same reason why you shouldn’t register for AdWords Express– you’re almost informing Google, “Here, take my money!” And spend it, they will.
So, Why Do Small Businesses Choose AdWords Express?
The primary factor: it’s easy. Google guarantees that you can establish your ad in 15 minutes. And who doesn’t have 15 minutes to spare?
It’s true that AdWords Express is less challenging than AdWords, and Google’s copywriters make business owners feel all right to “set and forget” their AdWords Express accounts. However, if you don’t put time into managing your advertising accounts, all you are doing is making Google money and harming your own bottom line.
Individuals inherently trust Google simply because it’s Google. They presume that Google knows what’s best and are for that reason great with letting Google take the wheel with AdWords Express. However, what small businesses don’t know is the true rate they are paying in contrast to what ROI they are (not) seeing.
Keep in mind: Google is a business and they desire your money.
Much like how you desire your client’s money! Online marketing works, but you require to manage it, support it, and keep Google’s hands out of it.
Why AdWords Express is Awful
Here are a couple of factors to not utilize AdWords Express:
1. It uses broad match keywords.
Broad match is precisely what it sounds like– your ads will appear on comparable keywords to the ones you choose, such as synonyms and associated searches. This offers Google more freedom to show your ads when they want, and increases the probability that your advertisements will stand for irrelevant searches.
One of our customers (a catering service) who used AdWords Express had a quote for the keyword edmonton catering business. Sounds like a great keyword for that type of business? Think again. Since Express utilizes broad match, the advertisement wound up revealing to people searching for edmonton pig roast companies, which is something they definitely don’t provide.
The real kicker? You are just able to see this if you see the account in genuine AdWords– AdWords Express does not show the real search term the user searched to get to your website. Such a good trick keeper, that tricky, tricky Google!
2. You can not specify the keywords you wish to utilize or just how much you want to bid.
This offers Google full control over what keywords your account quotes on– and if they do not have a keyword in one of their lists you wish to bid on, you can’t include it by hand. You can just toggle keywords on or off, however considering that they are broad match keywords it doesn’t truly matter if you turn off a keyword, because a search for another broad match keyword might easily set off a comparable irrelevant ad outcome.
Not having the ability to specify just how much loan you want to bid on particular keywords is likewise a substantial downside of AdWords Express. The control Google asserts over your account with Express can quickly result in higher cost-per-clicks and tons of cash being invested in keywords that aren’t transforming.
3. You can not include negative keywords.
Negative keywords are keywords that you do not want your ads to appear for. This is very essential! If you use a premium product, you can put in cheap, low expense, and affordable as negative keywords in real AdWords so your ads don’t show to people that are trying to find budget choices. In Express, you can shut off keywords that you don’t want to bid on, however this won’t really keep Google from showing your ad for that keyword. Your ad could still reveal to a searcher utilizing among your unfavorable keywords through another broad match keyword.
4. You can not produce advertisement extensions to boost your advertisement.
Ad extensions consist of callouts, sitelinks, and structured bits. These various alternatives enable you to reveal more info to the searcher and give them more reward to click your advertisement. Below are two ads. One is an advertisement without any ad extensions (probably utilizing AdWords Express) and the other is an advertisement that uses 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, an absence of control over what keywords you’re bidding on– and how much you’re spending for them– is why AdWords Express is dreadful. If you’re utilizing AdWords Express today, you’re most likely losing loan on unimportant keywords. The customizability and control you get in real AdWords offers is what separates it from AdWords Express.