Whether you are new in the PPC industry or have been for a while you must be familiar with the Google Adsand might also have a sense of AdWords Express which is also a Google product. Many confuse it with Google AdWords, but both are separate products and have different features. And so are their advantages and disadvantages.
Both products are owned by the same company and use the same AdWords network. But there are some differences between them, and PPC based SEO services should acknowledge them. As a webmaster –whether associated with an SEO company or working independently – you need to decide which can be better for your ad campaign.
But
before getting into the differences between them and their benefits, it is
important to have a brief look at them.
What Is Google Ads?
Google
Ads formerly known as Google Adwords is a product developed and offered by
Google in order to help marketers reach their target audience quickly.
Advertisers bid on the keywords to Rank on Google.
Like
most of Google’s products, it is free and advertisers across the world can have
an access to. To run a campaign, you need to have the right knowledge and some
experience on setting up an Google Ads account and monitoring it.
Google
releases updates time to time in order to make it more effective and better.
The latest update was about the interface.
What Is Google Adwords Express?
Google Adwords Express is lighter and easier version of Google Ads. It comes with features that automatically manage your online ads. Also Adwords Express requires minimal management.
Also
the interface is quite different from that of Google Ads. Let us have a
look at how it looks in the image below.
Image
Source: Search Engine Roundtable
What are differences?
Both
Google Ads and Google AdWord Express are similar in features. Both charge only
for clicks and allow ads on Google search. However, there are some differences
that we can see in the image below.
Image
Source: PPC Protect
From
the image, there are two major differences : Automated Management and Advanced
Ad Format.
Automated
Ads Management
This
is first major difference between the two. Google Ads lacks this feature, and
so you have to manage your campaign manually. For example, you need to optimize
your amount per click, change keyword, and set location, etc.
But
with Google AdWords Express, the whole management of the campaign is automated.
This means once you have launched the campaign, Google’s robots will take
control and start optimizing your adverts.
But
this is not good. Google don’t have any idea of conversion. It monitors the
campaign based on the clicks and views. Also, it does not know where you really
need to change keyword or not. Put simply, it is like pre-programmed method
that works as per the commands feed.
As
the competition is growing and everyone is toiling hard to win the game, you
cannot completely depend on robots to manage your campaign. However, you have a
lower budget and you are new to Google Ads, and you want to see how it can work
for your business, Google AdWords Express cannot be a bad choice.
Ads
Formats
This is most vital feature
available only with Google AdWords, not with Google AdWord Express. This
feature allows you to use use animated or static banners, engaging video
adverts and expanded text adverts on Google own websites and their partner
websites. This is crucial for complex A/B testing of different banners and
adverts to get to know which one performs best.
AdWords
Express only allows text adverts on Google Search. Text adverts with no image
or video is less likely to be viewed and clicked. So you should, of course,
choose Google AdWords if you’re planning on having a complex, media rich
campaign.
Choosing an Adwords Version
Now
you know the differences, and what impact they can have on an ad campaign. You
are still not sure which of the two you need to choose for your PPC ad
campaign. Don’t worry. We are going to tell you who they are best for and what
are their advantages. And we are sure you, after going through them, will be
able to make a better decision.
Google
AdWords Express:
As
it is light and easy to use, Google AdWord Express is ideal for the first time
users and for those who do not much time to manage the campaign. Its automated
ad management feature will save you lots of time by automatically managing your
campaign. Also, the ongoing maintenance is low and you have to pay only for the
clicks you receive.
Key
Benefits of AdWord Express Include:
- you pay only for clicks
- you require low management and maintenance of ads
- You can advertise on both Google Search and Google Maps
- you can reach customers in location you want
Google
Ads:
If
you have the right resources and a dedicated team, you can choose Google
AdWord. It provides full control over ad campaign. Also, you can manage
keywords, location, and ad formats. Once you have chosen Google ad network for
your ads, you can set up a daily budget, how much you want to spend and where
you want your ads to be displayed.
It Has Flowing Main Benefits:
- you pay only when someone clicks your ads
- you can choose keywords, set prices and structure your account, which you cannot get with Google AdWord Express
- Like AdWord Express, this allows you to target customers in any location you choose
- But only with this version, you can advertise with special formats and detailed reporting
With all things considered,
both seem to have their own advantages and disadvantages. However if you are
looking for full control over your ad campaign and have all the resources
required for effective monitoring of an ad campaign. But if you do not and time
is a constraint for you, Google AdWord Express would be a good choice for you.
Make your decision based on everything like your budget, requirement, and the
location of your target audience.