All businesses can receive a boost from PPC marketing, but Google Ads isn’t right for everyone, as it’s a complex and time-intensive advertising channel to manage. Appearing higher on relevant search result pages is definitely worth your time and budget though, so when you don’t have those in excess, Google Ads Express (formerly known as AdWords Express)may be right for your business.
The key differentiator between these two tools is the amount of control/customization that that user has. For Google Ads, the user has full visibility and control of their campaigns and analytics, while under Google Ads Express, these are limited.
Google Ads provides immense levels of customization and functionality that are best left to PPC pros, while Google Ads Express allows smaller and less experienced teams to utilize PPC tools without devoting too much time to management and optimization.
In short, Express is a ‘hands-off’ tool that allows its users to dip their toes in PPC, without being overwhelmed by features and information.
● Fast Set Up (under 30 minutes!)
● No Time-Intensive Keyword Research
● No Prior Digital Marketing/PPC/SEO Knowledge Needed
● Only Cost Is Your Ad budget
● Google Controls Your Ad Strategy
● Lack of Data Reporting/Analytics
● Inefficient For Larger Budgets
● You Don’t Learn The Tool
● Incredibly Customizable, Allows for Specific Strategies
● Best For Larger Budgets With Multiple Campaigns
● Numerous Features and Uses
● Increased Data/Analytics
● Requires Consistent Management/Tracking
● Not A Good Fit For Small Teams Or Budgets
● Steep Learning Curve Necessitates Prior Knowledge Of Tool
Before you make the dive into the expansive world of digital marketing, you have to ask yourself what your goals are and what your ability is to work towards them.
If you have a small team, small budget, are inexperienced with digital advertising, and/or don’t have the bandwidth to actively manage your online marketing, Express is right for you.
If you have experience in creating digital ad campaigns and have the bandwidth to actively analyze and maintain ads, Google Ads is your best bet for reaching your goals. This is also a prime chance to hire a PPC agency to build and run ad campaigns for you. These agencies will use GoogleAds and other tools to finely tune campaigns and strategies that best fit your goals, leveraging years of experience in running ads of all sizes and types,and ensuring that your business is in the best hands possible!
The world of digital marketing opens up many new opportunities for your business, let us know what you’ve done to boost your visibility online in the comments!
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