WARNING: YOU NEED TO READ THIS IF YOU ARE A BUSINESS THINKING OF USING ADWORDS EXPRESS

Let’s throw it back to 2014 – the passing of Bing Ads Express, a day us digital marketers will never forget…

Just like Bing Ads Express once had, Google’s doppelganger, AdWords Express, aims to minimise complexity related to Search Engine Marketing and supply business owners with a fast and efficient platform to create and maintain ads without all the involvement.

But unfortunately, the truth is – there is a real reason why 88% of SEOs/SMBs say AdWords is more effective than AdWords Express: AdWords Express creates more problems than it solves…

AdWords Express just isn’t effective…

Yes of course, Google’s smart- smart enough to be one of the most intelligent, next-generation tech giants in the world. But as highly advanced as their algorithms and Artificial intelligence (AI) is, Google simply isn’t complex enough to manage and maintain ads as efficiently as real Google Premier PPC experts.

Google AdWords Express can put you in some real sticky situations since they give you little ability to manage your campaigns. One of the most common problems is imprecise targeting- your adverts can be showing up to people not looking to purchase your products/services, and these click can result in money being thrown down the drain…

Picture this:

You’ve just set up a campaign for your business through Google AdWords Express; with a maximum daily spend of £30. The keywords you have set for your ads are popular enough for your budget to be exhausted by 4pm. But your keywords aren’t targeted enough and some of the people who see your ad aren’t actually searching for any of the products or services you offer.

Here is where the problem lies- Google doesn’t actually tell you that these keywords aren’t proving successful; in fact, they don’t even tell you that they’re having a negative impact, so there is a big possibility that you are paying for clicks that have no chance of turning into conversions!

With such little control over your Ads – Google AdWords Express is a recipe for disaster…

So, how can I make the most out of Google adverts?

PPC traffic has the potential of delivering highly targeted traffic, but achieving this takes a lot of experience and expertise. A Google Premier Business is a company with exactly this- the skills, the know-how and everything you need to create an efficient, money saving and profitable investment in PPC adverts.

Unlike AdWords Express, PPC experts can:

Carefully choose specific keywords: accurate keywords are the secret to your campaigns success. Each keyword is selected to be uniquely tailored to your business and are based upon what people search for to find businesses like yours; keywords ensure your site is visible to the right audience.

Reliably pick out negative keywords: these are essentially the keywords that you don’t want your website to be visible for. Carefully chosen negative keywords eliminate the risk of unwanted clicks and wasted ad spends- without negative keywords, you could end up spending a fortune on clicks which don’t result in conversions. Negative keywords ensure your site isn’t visible to the wrong audience.

Insight conversions from your ads: AdWords express has absolutely no recollection of conversion insights meaning if you’re using it, you’ll never know exactly how effective your campaign is, and whether the traffic you’re getting to your website is through your Google advert. PPC experts, on the other hand, can track your conversions and tell you precisely which campaign, adgroup, advert and keyword produced each conversion and when exactly they occurred.