It is recommended to use only one Google advertising tool at a time, either Adwords Express or Google Adwords. But how do you know which one you should use? Each one allows you to advertise to potential buyers at the best times for conversions. Your ads appear throughout the Google network, like on Google.com and Google Maps. Both allow you to only pay for the clicks you get, both have mobile ad capabilities, and both give you the power to target your ads by any location. So, if they do roughly the same thing, what’s the difference?
This advertising tool allows you to take advantage of automated management and provides an easy advertising solution even if you don’t have a website. However the ads available on other related websites are limited in capability and you can’t use advanced advertising formats like video ads.
Adwords Express is better for business owners who don’t have a lot of time to dedicate to managing an online marketing campaign. There is minimal management necessary. Google will automatically set your keywords and bids for you. Express is a newer form of Adwords that takes a lot of the detailed work of the shoulders of the client.
Adwords Express has three major benefits over Google Adwords:
- It is easier to use than Adwords, consisting of a 10 minute setup process before you’re ready to advertise. You get keyword variations chosen for you, starting bid prices based on Google’s bid auction model and a recommended monthly budget.
- The targeting is automatically set based on your location so you don’t have to spend time segmentation by geographical location.
- Google will automatically place your ad depending on category selection and will make sure your ads are relevant to the topical information on the page on which they are displayed.
With this tool, you have more power to advertise on related websites. But you don’t have automated management and you need to have a website built to you it. You can, however, use advanced ad formats such as video.
Adwords gives you more control over your campaigns and a wider array of formats, settings and features. You have the ability to choose keywords, set bid prices and structure your account the way that you want to. There are retailed reporting and scheduling tools available.
Google Adwords can be a better choice is you need more control than what Adwords Express offers.
With this larger degree of control, you are able to remove any assumptions being made about your business. Google’s suggested budget is not always accurate and to run an efficient campaign, sometimes you need to do your own research about your keywords and budget.
Traditional Adwords also gives you the ability to draw your own geographical location to show your ads to. This is important if you sell online and want to target specific cities or states that buy from you more than others. Express can often be too focused or too broad when it comes to choosing locations. Adwords also has many more options for fine-tuning your keyword selection, such as negative keywords.
Express does not give you access to keywords, but instead everything is automated in order to save time. For example, if you run an Internet marketing agency, it is likely your keyword selection by Google would be “internet” “marketing” and “agency” whereas it would be much more beneficial for them to target “internet marketing agency” as a full phrase. You can’t change this with Express, but you can with traditional Adwords.