Are you a business catering primarily to local customers? Are you looking for a simple way to market online? Whether you’re a bricks-and-mortar establishment or an Internet business (or both), Google AdWords Express is made for you.
What is Express? Well, as you may already know-- local search is big business. About 20% of Google search queries are for local information. You want to be on the first page for these searches. AdWords Express is a basic, simple-to-use service designed to give your ads the best visibility with your target audience.
Here’s how it works: To get started, just sign up for an AdWords Express account. The information you provide tells Google your search category and business description. At this point, you tell Express where you want your ad to take those who click on them—you can choose between your website or a Google Places page.
Google then recommends a budget based on competition for your keywords, and even estimates your monthly clicks. You don’t need a website to join and you can set up a Google Places page for free. Google manages your campaign, so all you have to do is check the results!
When searchers type in your keywords, your ad will automatically appear either above or to the right of organic search results, Google Maps, and on mobile and desktop searches. Other information, such as reviews, star rating and a link to your Google Place page are also included.
Some advantages of Google AdWords Express for business include:
- you only pay for actual clicks
- no need for manual keyword analysis
- Google automatically displays ads when relevant
- ads are automatically targeted to geographical location
- quick and easy to set up
AdWords Express just may be the ideal marketing tool for anyone who wants to attract local customers without having to put a lot of time into the process. You don’t have to segment keywords by location, you don’t even have to keep track of keyword performance. The automated nature of Express means that all of these metrics are tracked and monitored for you.
Of course, leaving the heavy lifting to Google does mean that you no longer have control over some basic aspects of your PPC campaign. Keywords, and the targeting of those keywords, are based on assumptions about the nature of your business. For example, you can’t categorize your business as precisely with Express as you can with Adwords. So, there's a chance that your ads will not reach a portion of your ideal market.
If you’re the kind of business owner who wants to manage your ad campaign more closely, and make the decisions about which keywords are used and how—Express may not work for you.
But, for busy business owners with limited budgets and time, Google AdWords Express offers benefits that make ad campaigns simple and stress-free. Is Express right for your business? Consider your priorities. If you’re looking for a way to drive ad traffic quickly, and to extend your reach with local consumers without a lot of hassle, AdWords Express may be the answer.
