Initially, the AdWords Express (AWE) platform, launched in 2011, intended to provide small business pay-per-click advertising (PPC) access.
A target market is a large number of sellers who may not have the experience or time to invest in an advanced AdWords campaign. Moreover, they often don’t need the sophisticated features that AdWords offers to achieve their business goals.
Sellers only needed a Google My Business (GMB) page to get started. Even those who did not have a website could start advertising their local online business if they had a GMB account.
Since then, Google has added some features that allow advertisers to control the keywords of their ads, as well as important additions like ad scheduling and improved geo-targeting.
There are several steps to configure it:
• Select your business category
• Create an ad
• Select target locations
• Set daily / monthly budget
In practice, such simplicity can be a hindrance to performance. After all, AdWords is so effective due to the opportunities it offers to marketers.
However, if you know all the features of AdWords Express, this can be a great way to easily advertise your product.
The 10 tips below will help you start a successful AdWords Express campaign.
1. Start with a small budget
Perhaps the most important tip for newcomers to AdWords Express is to start with a small monthly budget of $ 300 or less.
The platform is much simpler than AdWords, but there are some leverage that can be used to increase the effectiveness of the campaign.
Left out of control, Google can quickly spend your budget by using automatic bids, broad-match keywords, or irrelevant search queries.
Each of these areas must be taken into account.
First of all, bid visibility is limited in AWE, and your ads can appear either in traditional Google search results or in Google Maps. It’s worth evaluating your performance early, while your budgets stay low to see where your ads show the best results.
AWE uses broad matching as a keyword matching type, which means that your ad can appear across a wide range of search queries related to your products and services. As a result, it can also lead to a loss of budget for some campaigns.
Investing less and evaluate the results.
2. Google AdWords Express & Analytics Link
If you already have a customized Google Analytics account, link it to AdWords Express.
This will enable you to set AWE campaign goals that will help you achieve your business goals in Google Analytics.
In addition, it allows you to get a clearer idea of how profitable your paid search campaigns are in relation to important indicators.
Sellers can target their campaigns to attract clicks, calls or actions on the site, and you pay only when a customer clicks on your ad.
3. Ask questions
Google’s interest is to make sure we all feel comfortable using AdWords Express.
The better our experience, the greater the likelihood that we will continue to advertise using the platform.
Therefore, we have access to a wide range of resources that can help us solve any problems we face.
In AWE, a help window is located in the upper right corner, and advertisers can search for answers to common questions.
The level of support is significantly lower than what you would receive as an AdWords customer, but AWE still provides enough information to solve most problems. All you have to do is ask.
4. Learn about quality score
Although AWE promises the benefits of AdWords without any difficulty, some AdWords knowledge can be important for improving your campaign performance.
Perhaps the most important of these elements is the quality indicator.
Quality Score is a fundamental aspect of paid search marketing, as it largely determines how much you pay for each click and where your ads appear in search results.
Google wants the user experience to meet the expectations of consumers when they come to the site. Quality Score, which ranges from 1 to 10 (1 - low, 10 - high), is a stable Google metric.
Although AWE doesn’t bring quality to the forefront in the same way as AdWords, its importance does exist.
Concentrate on the following:
• Optimize ad text for high CTR.
• Make sure your landing pages match the ads you are showing.
• Increase site usability
5. Get the details with your keywords
After you select your AWE business category, Google will automatically create a long list of keywords that it thinks are related to your type of business.
It is important to familiarize yourself with this list in order to see which terms you think are particularly relevant, since you should include these terms in your advertising copy.
This will increase the likelihood that consumers will click on your ad when they look for these business-relevant phrases.
6. Disable irrelevant keywords
AWE now offers (very welcome) the ability to disable some of the keywords suggested by Google. This can make a huge difference, since the initial Google list will contain some irrelevant keywords.
Displaying these keywords can be expensive. A poor click-through rate can negatively affect the Quality Score and lead to increased costs for more important keywords.
First, remove all phrases that do not apply to your advertising campaign. Next, test those that are indirectly related to your products and services, but if they do not work well, it is better to turn them off too.
7. Use geo-targeting and ad scheduling
Companies can use the AWE platform to limit the placement of their ads within 5 miles of the location of their stores.
There is also an opportunity to choose any geographic region around the world for companies that want to expand their activities outside their city or state.
This should be considered in conjunction with ad scheduling, which allows marketers to determine exactly when they want to show their ads.
For example, a restaurant may advertise only at certain times.
Using geo-targeting and ad placement planning, a business can control its presence on a search.
8. Enable Call Report
As more consumers use mobile devices to make purchases, it has become important for marketers to track this.
AdWords Express provides this feature.
In the process of creating click on Add call clicks. After selecting this option, Google will automatically insert toll free numbers to track calls in your ads.
9. Download the application
The AdWords Express app, available for both Android and iOS, is a useful addition.
You can check the effectiveness of the campaign throughout the day and be notified of any problems with your account.
The application provides all the same functionality.
10. Use AdWords for more advanced features
It is highly recommended that advertisers use AdWords or AdWords Express, but not both.
If you use both at the same time, you will start competing with yourself. Since the ads participate in the same auction for the same search query.
Despite its value as an entry-level platform, you cannot deny that AWE overlooks the advanced features that AdWords has to offer.
AWE provides easy campaign setup and a convenient performance dashboard.
As budgets grow, marketers may begin to need more sophisticated controls and options (such as additional links and device-level bids) that only AdWords can provide.
AdWords takes more time and effort, but it can produce significantly better results than AWE.
However, for companies with a small budget who want to plunge into the waters of PPC contextual advertising, AdWords Express can be a profitable platform.
Following the tips outlined above should help increase the impact of advertising campaigns.
In turn, the company Futureinapps offers to set up contextual advertising of Google and Yandex to promote your business on the Internet!