Google Adwords Express allows you to create paid search campaigns on Google, just like Google Ads. However, AdsExpress is much more accessible and only has a few steps before you can launch a campaign, so you can create your ad in 10 minutes without having to particular knowledge in SEA. All you have to do is create an ad and then choose the geographical distribution area of it, whether in relation to the company itself or to the city in which it is located. You can then define the products or services you offer, and create your ad: title, description and the landing page. All you have to do is set up or not to set up call tracking, as well as a maximum budget per day.Google Adwords Express offers an estimate of the budget based on the volume of clicks compared to your competitors. It is up to you whether or not to adjust this budget which is only an estimate, but quite close to reality nonetheless. The billing system is the same as for Google Ads, you will pay a fee to Google for each click by an Internet user. You will be visible on Google and in Google Maps geolocated searches. [sc name="img-googleads-quiz-dark”]
You will have understood it, Google Adwords Express is a very simplified version of Google Ads, even if the final objective is the same: to display your advertising on the Google search page. The means to reach your goal are not the same, and that is the big difference between the two. So here are the main disadvantages of Google Adwords Express.
Google's simplified tool doesn't allow you to choose your own keywords. As you will have understood in our first article on Google Ads campaigns, the choice of keywords is essential. Defining them according to search volume, competition, cost per click or the type of targeting are parameters that cannot be taken into account in Google Adwords Express.
Google Adwords Express does not allow you to target your audience, except at the geographical level by choosing the company's catchment area with a maximum distance of 25 kilometers. It is therefore impossible to set up a geotargeting, targeting according to the hours of connection or according to the search medium, whether from a computer, a mobile or a tablet.
By setting up a campaign on Google Adwords Express, you agree to let the algorithm do its work without being able to make any changes. You define a budget and google adapts it according to your advertising. It is therefore impossible to modify your campaign as on Google Ads, by putting some expressions to sleep if they don't work or if the CPC is too high. It is also impossible to calculate the return on investment of the campaign, not having all the part connected between Google Analytics and Google Ads.
Transferring an account Google Adwords Express to a Google Adwords account is quite complicated, and launching two campaigns simultaneously via these two platforms will only have a negative impact by creating a self-competition effect. What you absolutely don't want, wasting Budget on Google is the last thing you want. To summarize, Google Adwords Express does not allow any campaign customization. You can create your ad in 10 minutes by entering basic features and a budget, but that's all. You then leave it up to Google to manage your campaign. It will thus optimize your ads in relation to the number of views and clicks, and not in terms of conversions, while a advertiser concerned about his performance is looking for conversions, not clicks.
Google created this platform for small businesses with no financial resources planned for paid referencing.Google Ads Express will thus allow these companies to very quickly set up an advertising campaign on the local search network without no technical knowledge required.This platform is therefore intended for very small structures that have little time to devote to management of paid campaigns, and no more time to learn about the subject.
Google Adwords Express is made for you if you are short of time and do not have the necessary budgets to be accompanied by a Google Ads agency.The platform is very easy to use and allows local advertising, as long as the limits do not hold you back for get results.You should know, however, that nowadays, it is quite simple to learn about an unknown subject. It depends on the time available to you or your team, but you can very well follow a MOOC to understand Google Ads basics. And finally, there is a lot of free content on this subject, on our blog, as well as on others. This will allow you to have a more precise vision in all cases if you have to choose a provider for manage your Google Ads campaigns.