Whether you’re a business owner or an online advertising professional, you’ll understand the importance of obtaining the best results possible from your time and available resources when using Google ads.
Making smart advertising decisions is vital, and with changes on Google’s AdWords platforms, it is even more important.
In this guide, you can get started and learn all about AdWords vs AdWords Express. You can also find how keywords and ad formats are changing for businesses and their advertising campaigns. (Learn How to Unblock Someone on Facebook)
What Is The Difference Between Google Ads and AdWords?
While there may appear to be a difference, you can find there is no difference between Google AdWords and Google Ads aside from the name.
In July 2018, Google changed the name of Google AdWords to Google Ads. It was among changes Google management made across each advertising platform.
We also saw the introduction of Google AdWords Express and the changes in how keywords work in search results for PPC campaigns.
What is AdWords Express?
Business owners need to reach new customers on Google. If they are new to Google AdWords ad formats, and how to use AdWords, then placing an ad with AdWords Express may help.
Here’s a rundown of what you can find with AdWords Express used in your digital marketing.
AdWords Express presents an advertising product to help customers discover a business through ads on Google Search, website and Google Maps when anyone in your region search for products or services.
If you offer such things, your ad can appear next alongside their search results. With this are a business address, phone number, and ad icon to help messages stand out.
AdWords Express Benefits
More exposure: Businesses can reach more potential customers that have not yet discovered your business. With AdWords Express, Google draws attention to anyone searching for products or services you offer.
Stand out in local searches: Potential customers in your neighbourhood will see your ad as they search for what you offer.
Only pay for results: A business can set a monthly budget. This can be adjusted at any time. Besides this, you’ve got to pay only as potential customers click to visit your website or call your business. (Learn How to Leave a Google Review)
Time commitment: AdWords Express has been developed to take care of all the work and management. It will automatically manage ads to help get value from a digital marketing budget.
Quicker Ad Creation: All you need to do is say the type of product or service you offer, write your ad, then set how much you want to spend in your budget. Then everything else is taken care of.
The Downside of AdWords Express
One drawback for more experienced people using AdWords Express is they might find the lack of picking keywords restrictive. Most of the keyword selection is under the control of Google’s AI and its algorithm.
You can set region, distance from your location and your daily budget spend. These are all you can select, to create ads. Besides lack of configuration, you have no control over how much each click can cost your budget.
What is the Difference Between AdWords and Keywords?
AdWords Express appears to be a better way to start advertising, yet it is not cost-effective for most businesses. If you’ve got a big budget and money is no option, then Google’s AdWords Express may be suitable.
For the businesses who like to make different decisions based on data to get the cheapest clicks possible (PPC), the full version of AdWords offers the only practical solution.
Here you can see why it is better to use Google AdWords vs AdWords Express.
Detailed Targeting
Google Ads offer more targeting options to display ads to customers.
You can target location, device, audience, and keywords. Campaigns are not a part of Google AdWords Express version.
A/B Testing
Suppose you want to try different versions of your ads, have A/B or split testing, and send traffic to other ads. You can select the best performing to add for your set criteria and add more money to that ad.
Split testing with adgroups is possible, and such a technique can drastically reduce any Cost Per Click (CPC).
Ad Extensions
Every seasoned AdWords (Google Ads) expert knows Ad Extensions are the most powerful elements to use in an ad campaign.
Without such ad extensions, you’re going to waste money. Extensions cost nothing to add to a campaign besides time to write them. You can see a benefit as they increase Click Through Rate (CTR) and reduce CPC.
Negative Keywords
Google Ads allows you to add Negative Keywords to a campaign. If you’re not using them, then you are again wasting money.
Creating negative keywords is as vital as creating your keyword bidding strategy on your ads.
Conversion Tracking
Without the ability to track conversions, you’ll have no idea which way to go because you won’t know how your ads and keywords perform.
AdWords Express has no conversion tracking and relies on ad impressions to measure results.
How Do I Switch from AdWords Express to AdWords?
Suppose you have signed up for AdWords Express and wish to switch to Google Ads because you want more control over your PPC and campaigns. You can follow these simple steps on how to swap your account.
- Click the three dots in the top right of the browser window
- Select ‘View in AdWords’ (any campaigns created in AdWords Express will port to Google AdWords – it is recommended to cancel and do them again as the formats are not optimized for the new ad platform).
You can use Google AdWords Express for a short time if you are new to the game and just want to get your products noticed. However, should you want more control over your spend, you don’t want to stay on the Express platform too long.
It can be easier than you think to manage the right digital marketing strategy once you get to grips to create your ads and control your PPC.
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