If you are looking for a way to advertise your business online and do not know whether you should try AdWords vs AdWords Express, we are here to break it down for you. They are both search engine optimization tools, but they vary widely. Here I will teach you what each of these platforms does, how to use them, and help you determine which is the correct choice for your business.
What is AdWord?
AdWord is one of the largest advertising platforms online today. It is a pay-per-click (PPC) network, meaning you only pay when someone clicks on your ad. It targets potential customers for your business based on what they are searching for on google, what geographical region they are searching from, and what kind of device they are using to search.
With this platform, you place bids on specific keywords pertaining to your business, and then the search engine displays your ad when searched. You can sign up on AdWords for free and can be used by anyone, anywhere. However, making AdWord work for you requires a lengthy setup process and consistent oversight.
What is AdWord Express?
AdWord Express is similar to AdWord but is a simplified version that helps you manage your ad campaign with less input from you and less oversight. The benefits of AdWord Express are that it takes very little time to set up, does not need your attention each day, and gives you precise, easy-to-understand results.
Why to Use AdWord Over AdWord Express
At first glance, AdWord Express may seem like a better option, especially for small business owners that want help with ad campaigns and do not feel they have the time or resources to commit to a full AdWord account.
However, several vital features are lost in AdWord Express, which may be the most important factors in successful online campaigns, especially for smaller businesses.
One thing you cannot do on AdWord Express that you can do on AdWord manages your campaign yourself. On AdWord you can update your campaign as much as you would like, allowing you to alter your specific keywords. AdWord gives you much more control over everything and will enable you to customize everything yourself.
If you are nervous about the learning curve that comes with AdWord, don’t worry too much, they have instructions, and you can easily figure it out with a little practice.
AdWord Express takes complete control of your campaign and does it all for you. This is less work on your end but can often get fewer clicks and not appeal to the correct audience. For ultimate results, you should go with AdWord.
WIth AdWord, you can reach potential customers in any location you choose. On AdWord Express, you are only appealing to a specific area chosen based on your business.
You can set prices and keywords of your choice. On Adword Express you do not have a say in the keywords that your ads appear for. Express will automatically choose them for you based on the general category that your business is in.
With AdWord, you can watch what words generate the most traffic with your data archives and tailor your campaign accordingly.
Finally, with AdWord, you have control over the ad formatting and reporting that you receive. Express does not allow you to take full advantage of the ad formats and ad extensions available. Ad extensions are information that goes alongside your ads, such as a contact link, address, phone number, and more.
AdWord also gives you control over your pricing and bidding, allowing you to adjust bids for different types of search devices and additional keywords. With AdWord Express you do not have control over this. These are all benefits not included in AdWord Express.
If you are looking to start a PPC ad campaign for your business and cannot decide between AdWord and AdWord Express, I would recommend the full version. The customizability and control that you get are unmatched with the Express version. The potential clients you will attract will be much higher when you can tailor your ad campaign directly towards those who want it the most.