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Google AdWords Express is the do-it-yourself version of AdWords. It was designed for the brick-and-mortar small business that doesn’t have a lot of time to invest in PPC, but sees the value of advertising on Google.

How Does AdWords Express Work?

Traditional AdWords Pay-per-Click is almost infinitely customizable. Users can adjust keywords, targeting, bid sizes and make use of the robust analytics. Needless to say, this can be overkill for many small business owners.

With that in mind, Google has designed the simpler, stripped-down AdWords Express service. Once a business has a Google+ Local Page (formerly called a Google Places Page), they can go in and design a campaign. Google even suggests keywords based on the type of business. Because it’s integrated with Google+ Local, targeting is built in. It doesn’t matter if a searcher Googles “skateboard shop in Richmond,” or happens to be in Richmond when Googling “skateboard shops,” Google treats the queries the same, as far as AdWords Express is concerned.

  • Unlike traditional AdWords, there’s no bidding on keywords. A business simply selects their monthly budget, and Google will do the rest.
  • Don’t forget to set up Google Analytics to properly track metrics and conversions.
  • Make sure your customers post a lot of positive reviews as these are one of the first thing users see when your Ad appears.

The Bottom Line

AdWords Express certainly does what it says it will in terms of simplifying the learning curve for small business owners, and is very effective at leveraging local search. However, the level of customization is extremely limited, and sophisticated users will probably move to traditional AdWords. That said, if you are a small business owner with limited time to manage online marketing, AdWords Express might be a great marketing investment.

Over the next months, Google is making a lot of changes to improve their local listings experience and bring the community, identity, sharing & relationships of Google+ to local businesses. To stay up to date you should join their newsletter here and to learn more about Google AdWords or Google AdWords Express PPC you can contact our Search Engine Marketing Partner Conversion Pipeline.