How to advertise on Google? There are two platforms: AdWords and AdWords Express. Let’s see the differences and when to prefer one over the other.
To advertise on Google effectively, it is important to be familiar with all the advertising tools made available to advertisers by the platform. Google Ads is the online advertising solution businesses use to promote their products and/or services on Google Search, Youtube, and other websites.
However, those who begin to approach advertising on Google frequently come across other terms, such as Google AdWords and Google AdWords Express.
The differences between AdWords and AdWords Express
Let’s clear the field of all misunderstandings: it is Google itself that answers the question, “What are Google AdWords and Google AdWords Express? “. The answer to the question is soon said: Google AdWords and Google AdWords Express are the previous versions of the new and more powerful Google Ads.
That’s all? Well, not really. AdWords Express, in fact, was born as a specific platform dedicated to marketing teams composed of a single person and to those who did not need all the features of AdWords (now Google Ads), as many steps in the construction of the advertising campaign were automated and managed by Google itself. More automation, of course, meant less freedom and less control over the ad campaign, as well as fewer ad formats available.
The role assumed by AdWords Express in the past, namely that of a platform dedicated to small businesses with little time and few specific marketing skills, is now pertaining to smart campaigns, the new solution designed by Google for small businesses.
AdWords Express: what smart campaigns are now
Google’s Smart Campaigns can be set up in just 15 minutes and allow advertisers to get results based on the ad’s goal, measure performance, and view results clearly and understandably.
It is possible to use smart campaigns to advertise the website but also the Google+ page on Google or Google Maps: when a user enters a search key related to the activity in the geographic area chosen as the target, the ad will be published above or below the search results.
To start using Smart Campaigns, simply write the ad, describe the products and/or services offered, and define a budget. Then, based on the type of business, Google will generate a list of search phrases (updated over time) that can trigger the ad and identify potentially related sites in which to show it.
This solution offers the following advantages :
- create online ads quickly and easily;
- you pay only when users click on the ad;
- attract more customers on the website or on the Google Maps listing;
- minimize recurring management tasks;
- Google publishes ads for you;
- reach customers on desktop and mobile devices;
- analyze the effectiveness of the ads in the dashboard.
The other types of Google Ads campaigns (formerly Google AdWords), as opposed to smart campaigns, allow the advertiser to:
- maintain complete control over advertising campaigns;
- Have access to multiple ad formats and features. For example, you can create Search Ads, Display Ads, Video Ads, App Campaigns, and Shopping Ads;
- Choose your bidding strategy, keywords, and whether to show your ads on Google Search, Google Search Partners, and Google Display Ads.
Google Ads campaigns, then, guarantee more detailed reports and support more landing pages per campaign.
The advertising tools offered by Google are constantly evolving and, therefore, even the dichotomy of AdWords vs. AdWords Express has now, in fact, been overcome with the new Google Ads platform.