I have spent many hours on the phone with clients & potential clients explaining the difference between Adwords and Adwords Express. I would like to pop it down here in writing to teach users what I have learned in my time of being a Google professional working in a digital marketing agency.
AdWords Express is another effort from Google to make AdWords management for business super easy to the point where it is all automated. But that’s not always a good thing. I always tell my clients that Adwords Express is basically the demo version to the full Adwords.
The idea of having an automated AdWords account that runs its own and produces income every month sounds amazing to all of us, but as far as I’m concerned it’s not possible.
Your Adwords account is not a ‘set and forget’ type of thing. Think of it like a garden. You first have to plant it. But it also needs constant maintenance to help it flourish.
The benefits presented by AdWords Express are enticing to any business owner.
Let us do the work: Select a category, write your ad, and set your budget.
AdWords Express will automatically manage where and when your ads will appear.
No website required: Send customers to your free Google+ business page, or have them call you directly with one click.
Only pay for results.You are only charged when users click on your ad for more information. Set a budget that can be adjusted anytime.
I totally get it, it sounds tempting. Until you learn what you are missing out on. To me, AdWords Express is basically the same old AdWords platform but with much less flexibility.
“Okay so what’s wrong with Adwords Express? It’s working fine for me!” I hear. But it could be working even better for the same amount of money that you are putting into it!
1) Keywords Are Chosen Automatically
AdWords Express states that you don’t have to choose any keywords if you don’t want to. You may have chosen a few categories that match your company, but it is not definite that they will fully match the services you offer. What is certain is that you will experience plenty of irrelevant clicks AdWords Express. And you pay for each and every one of those irrelevant clicks!
2) Express Uses Broad Match Keywords
Most of the accounts I look over have a high impression rate, and a low click rate. These Broad Match Keywords are one of the biggest reasons why. To explain it simply, each individual word can trigger your ad. So imagine you are a florist in Sydney. So you set your express keywords as “Florist in Sydney”. The word “florist” the word “in” and the word “Sydney” can all trigger your ad. So if someone searches “how to become a florist” your ad can pop up. If they click it- it costs you money. If someone searches “Holiday homes in Sydney”, again- you can pay for that!
3) No Option for Negative Keywords
This is another reason why the impressions are usually so high. People will see your ad when they are looking for something totally different. With the full version of Adwords you can set Negative Keywords to block out searches you don’t want. As an example. If you sell women’s only swimwear. You can have a negative keyword of “mens” so when someone searches “mens swimwear’ your ad will not pop up and you will not have to pay for it.
4) No Conversion Tracking
This is a HUGE deal. The full version of Adwords has an amazing feature called Conversion Tracking. This is HTML coding placed in the back end of your website. It allows you to track if you get a call, items added to the cart, email enquiry sent, or purchase made. Whatever you want- you can track. The great thing about that is you can actually see what keywords those converting customers are originally typing into Google to find you. Over time, you can see the top performing words and actually allocate more of your Google spend into those words instead of spreading it thin. This is also an amazing way to monitor your return on investment.
5) Limited Budget Control
You can set your budget, but cannot control cost per click directly. With the full version, the better performing your account is the more you get rewarded! Google rewards you with cheaper cost per clicks and even showing your ad more often.
There is no ability to organize account into campaigns and ad groups which is extremely limiting.
7) No Advanced Features
Express has no access to advanced AdWords features like bid modification by device, AdWords experiments, automated bid strategies and more.
You know those ads that seem to follow you around the internet. That could be you. But not with Express! You can choose where these ads are placed and who to target. If someone comes to your website and leaves, you can follow them around as a little reminder.
9) Display Campaign
Similar to the above, but can get in front of people that have visited your competitors websites! The creepiest thing that Google has recently brought out is Gmail marketing. Google actually scans every email you write, and as a result, can send ads to your inbox.
10) Network Control
Google ads can show on different networks including google.com searches (called Search Network), other search partners, youtube.com, and the Google Display Network. Controlling where your ad is shown is critical to your success and with a full AdWords account you can create separate campaigns and budgets for each network.
To sum up. Do yourself a favor and get off Adwords Express. Here at Maple & Honey Digital Agency, we work on a no contracts basis. So there’s no need to worry.
We can do all the work for you and have weekly management starting from $79 per week. We will even teach you how to use it so if you want to end management with us, we can just hand over the keys!
Head over to www.maplehoney.com/our-services to check out the different packs we have on offer.
PS: There is probably someones display campaign ad under this blog!