Google rolled out an express version of their popular advertising service AdWords. They claimed it was the fastest and easiest way to advertise online. The whole shebang is auto managed so that your ads are only seen by those who would be looking for what you are selling. For example if you are a seller of organic vegetables located in Brownsville PA, a user searching for organic vegetables in Brownsville or even organic vegetables, would see that ad; a user looking for wholesale ice-cream suppliers in Philadelphia would not.
Exactly how different is the Express version from its parent, Google AdWords?
The most significant difference is that AdWords Express is specifically targeted at local businesses that find PPC time consuming but yet want some kind of visibility on the search engine giant.
In the original version you have to come up with your own keywords, and administer the bids. In Express, it is all taken care of by Google.
So now the million dollar question is, if you’re a small local business, is this tool going to provide you with any real benefits? Let’s see what the good and not-so-good sides of AdWords Express are:
Definitely its ease of use is its biggest advantage. Set up takes less than 10 minutes, over 4 simple steps. Once that’s done, it’s done! In just a few minutes your ad can go live on the web. Saves time for sure. The bid prices assigned to you are taken from Google’s bid auction model. The monthly budget recommendation is also made for you, depending on the search volume.
The ads are also targeted depending upon your geo location. Cool huh? Now you don’t have to worry about categorizing according to country, state city and so on. This feature also saves you a lot of time, not to mention headache.
Well its advantages can also be its disadvantages; you have to completely rely on Googles’ assumptions about your business!
Then again if you are a small business on a shoestring advertising budget and looking to do business only locally, then perhaps AdWords Express will work out perfectly for you.
How you can set up Google AdWords Express:
1) Open your account
If you already have a Google account, you can use that email when signing up for your AdWords Express account.
2) Make the advertisement
In the advertisement category in the account, chose the appropriate option. After that comes the title and body of your advertisement. This is what will be displayed to online searchers so do this part carefully and well. Try to think of words people would use while searching for a product like yours, and include that in the text. Also mention any notable events in your business (maybe your business was declared the best local business in the county a couple of years ago), as well as promos. Remember to have newspaper clippings or other supporting docs to corroborate your claims! Don’t forget to incorporate a call to action in the ad itself, as this will make it easier for the visitor to make a purchase. It could be in the form of a complimentary assessment, a demo or any other thing you can come up with that will catch the attention of the user.
3) Decide on your budget
Though Google recommends a monthly budget calculated on the basis of competitor expenditure, you do have the option to decide how much you want to spend every month. What’s great is that you have to pay only when a user clicks on the ad.
And you’re all set to go!
Michael Rae a freelance writer for www.adt.com - offers full home security to help protect your family, assets from burglary and other crimes. adt.com