The question you all asked us! Google Ads Vs Google Ads Express! The way we see it, Google Ads Express is a bit like the My First Kitchen of the Google Ads system. You get the tools, but they are basic and you’re unlikely to cook a delicious meal, in this analogy a meal is a good Return on investment.

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If you want to read about the things we talked about, we cover it below!

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So now that you've decided not to go with Google Ads Express, check out these tutorials on the Google Ads Full Suite:

❗ How to choose keywords ❗
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❗ What Is Quality Score? ❗
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❗ Mobile Search Ads and Conversions ❗
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❗ How to Convert Customers with Landing Pages ❗
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❗ What are Search Ads? ❗
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❗ 5 Fast Ways to increase Click-Through Rate ❗
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Transcript:

This is a nice and simple video to answer that easy question, Google Ads or Google Ads Express.

Google Ads Express is a bit like the My First Kitchen of the Google Ads system. You get the tools, but they are basic and you’re unlikely to cook a delicious meal, in this analogy a meal is a good Return on investment.

If you’ve been watching my videos, firstly, thank you, I appreciate it, and secondly you’ll know that I have an aversion to handing over the reins to Google’s automation, particularly in the early stages of a campaign.

In saying that, Google promotes the Express accounts to new people as the “easy” alternative to Google Ads, implying that they will do the hard work for the client. The Express Campaigns are labelled Smart campaigns in an attempt to obfuscate the reality.

The reality being that the early stages of the campaign are critical and you want to be spending money as an investment to gather data, because your Google Ads Campaign is in many ways a foundation for a successful digital strategy overall.

Your Google Ads Express account will provide you with some detail, but little control. It uses Broad Match Keywords and Automated Bidding, with the features, in inverted commas, of:

Spend what's right for you

With AdWords Express, your costs are flexible and there are no contracts. We'll make recommendations based on your business and location. The rest is up to you.
Be found by local customers

People searching for things on their computer or mobile phone are often ready to buy them. Show them an ad when they're most receptive to what you offer.
Let us manage your ads

Your ad will automatically appear against relevant searches on Google and Google Maps. No maintenance required, it's all done for you.

If you would like to know just how little effort has gone into Google Ads Express, check out the official website promoting it, it hasn’t been updated in years.

Google Ads full suite of Campaign solutions gives you as much control as you want or need for your campaigns. We’re currently smack bang in the middle of a series about Google Ads and how to analyse data, interpret the meaning of that data in relation to your business, and implement strategies based off the data to maximise the ROI of your account, so rather than trying to fit all the complex information about the capabilities of the system in this video, check out the series right here.

Considering Google’s primary “recommendation” for most accounts is “increase your budget” without first asking if the account is receiving an ROI, and you know how I feel about Google’s automation, Go and how to identify, interpret and optimise the campaign based off the massive amounts of data available to you through.

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