Why AdWords Express is not the route to long term success

AdWords Express is Google’s simple, self-served advertising platform for small advertisers to take their first steps with online search advertising. The idea is good because the full AdWords platform is now so complex that agencies exist which specialise in sub-sets of AdWords (Video, Mobile, Shopping) and constant training is required to stay on top of new features– so it’s quite a challenge to start from scratch and get to grips with it as the owner of a small business.

Of course, having simplified the set up so much, Google have at the same time removed most of the controls that any experienced AdWords user would use to ‘optimise’ an account. Everything is system driven. 
 
As an example image you offer home care as a service –


•    You cannot control the keyword match types and add negative keywords to prevent your Ads from being shown on related searches  – for example your Ad could show when someone searches for a “care home” because Google views that as a similar search. It is similar, but "home care" is different to a "care home." and needs to be treated differently.

•    You can’t bid at keyword level – so cannot promote the higher converting keywords more than the lower converting ones. You bid a single value whatever the likely ROAS of that keyword.

•    You can’t split Ad Text out into different AdGroups– so cannot show Ads that are further targeted to the keyword search. In a full AdWords account you would split out terms like “Nursing Care” and “Home Care” – and show different Ads with the words to increase the click thru rate and the quality score.

•    You cannot add all Ad Extensions, so your Ads look less appealing than others.

•    Reporting is virtually non-existent leaving little to interpret and improve upon.

 

Although AdWords Express provides a nice ‘toe-in-the-water’ the limiations of the system soon become apparent and we’d always advise upgrading to the full system. Whether you invest in learning how to use it yourself or find someone else is up to you.

Gerard McHugh Posted by Gerard McHugh

Gerard McHugh - PPC Expert based in Cheltenham, Gloucestershire UK

Gerard has spent the best part of ten years working on Pay Per Click Marketing campaigns for companies operating in the UK and USA. He is AdWords Certified in Search, Display and Shopping and a Bing Certified Professional

View Gerard McHugh's profile on LinkedIn

 

 

Related Articles

On a very simplistic level, setting up a Google AdWords PPC account is not that difficult.  Google even offer an easy startup route called AdWords Express which walks you through the process in a 5 minutes. Before you know it, your Ads are appearing on the Internet. Getting them up and running is really just the start of the process though – once Ads are live any advertiser is going to want to improve their performance fairly quickly. WHY? Because every click costs money, and if it wasn’t the right search or searcher you have wasted money. Improving the performance of an AdWords accou..
AdWords is fast! SEO takes months to have any impact. In fact, when it used to take 3 – 6 months to get a ranking, it’s now taking 6 – 12 months or more. Competition is fierce and everyone has upped their game. AdWords is flexible. Spend months on SEO and then find out that the keywords you’ve optimised for don’t convert? That’s a lot of wasted time. Instead set up a campaign in AdWords, run it for 2 weeks, analyse, review, change, continue, the choice is yours! AdWords gets more clicks On highly commercial keywords i.e. the ones that convert to a sale, nearly TWO-THIRDS of clic..
I’m starting this post with the conclusion, as I know you are all busy and wanted to save you the bother of reading the rest of the article and then being disappointed to discover that it was all written just to justify the expense of getting an AdWords company like Clickspotters to manage your account. I’m not going to deny that - you’d be right (please get in contact and we will make your AdWords performance SO much better.) BUT, at the same time it might help you to understand why you may have had a bad AdWords experience and how to avoid it in the future, should you be persuaded to try ..
© Copyright [2018] by Clickspotters, the trading name of Click Insight Ltd