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.
We wrote a news earlier that AWE has become part of AdWords.
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.