AdWords Express - Is it worth the local Google advertising?

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1. What is AdWords and how is it a success?
2. Initial planning and AdWords Create account

AdWords Express Experience

For about 6 months, I have run an AdWords Express ad. AdWords Express is based on Google Places, and thus could not be created via the AdWords account and managed, but in Google Places.

Places per entry you can create an AdWords Express campaign. How to do that, I already have in the first article explained. This is also done well and in a few minutes you display on his first start.

This is then automatically displayed within a 25 km radius around my location.

The preparation is very simple, because you can influence very little. The text's own display is one of them. The keywords for which the Express ad shows not.

So far so good.

Insights

After the 6 months I have looked at the statistics now again in more detail.

Let us look first at the basic data. In normal AdWords account, you can look at the performance data from AdWords Express, but unfortunately nothing set.

My ad is displayed 4698 times and 69 times clicked. That makes a click-through rate of 1.47%, which is okay.

The average cost per click was around 2 euros, which I think is very expensive. If I do this with my normal AdWords Campaign compare where I pay per click with very similar keywords below one euro per click, which is not exactly cheap. And there is the radius greater than 25 km and thus, in principle, of course, the competition.

So I see my "real" AdWords campaign with the Express campaign, then the latter has far less optimized and therefore too expensive.

Keyword Quality

On the Internet there are several similar reports. Often the problem is with incorrect keywords associated.

The reports are often an indication that the separate display is also just switched on keywords that are not really fit for their own business.

The results are then clicks that cost money, but where the user does not find what he really expected. Countermeasures can be here only by formulating the AdWords Express ad as precise and clear as possible. Thus be reduced to clicks from people who expect something else.

It seems overall to be that especially the lack of opportunity to influence the keywords responsible for the higher costs.

This is far too obvious, since AdWords books and instructions put particular focus on the keywords management. The selection of appropriate keywords that are suitable content, but also fits behind the intention (eg whether they reflect a purchase interest) is one of the most important "work" in the creation and maintenance of normal AdWords campaigns.

This control option is not for AdWords Express. Instead, Google will decide what is appropriate.

When I look at the keywords in my AdWords Express campaign, then it looks at first glance does not look so bad. There are many long-tail keywords for example the combination of keyword and site were created. These are not often sought, but are of good quality and are also quite good with the click price.

The problem with me is not the inappropriate keywords. This in my case was quite appropriate.

The problem was more in very general search terms, to deal with normal AdWords campaigns mostly because these very competitive and therefore expensive.

Failed precisely at this point AdWords Express in my opinion, simply because it ensures that you bids, for the most expensive keywords. From Google's perspective, of course useful, but often not from a business perspective.

comfortable flying blind

Insofar Google AdWords Express is therefore a "comfortable flying blind."

The device is very fast and more care and administrative work are not necessary.

However, just the impact is very small, so that you see only in the statement, which you have to pay for and what.

Pros and cons

AdWords Express has advantages and disadvantages.

The advantages are:

• quick and easy creation ads
• Automatic regional orientation
• automatic long tail keyword generation
• little care expenses

However, they are compared with a few drawbacks:

• no controls on the keywords
• highly competitive keywords always there
• sometimes simply inappropriate keywords used
• the bottom line is often more expensive than normal AdWords ads

The final disadvantage of course comes at the time savings. If you were to invest several hours per month in the AdWords care, then you would come with many good self on three-digit amounts that has cost them this time. So it is not quite so absurd that AdWords Express is more expensive.

AdWords or AdWords Express?

If you want to advertise on Google, then the question arises whether it is better to use the classic AdWords or AdWords Express.

Who wants to deal with the matter, wants to make improvements and generally would have much impact on its advertising and related costs, which should definitely opt for the classic AdWords. Also national and national companies can only be happy with AdWords.

Who is only a regional basis, however, and just want to have a quick Google online advertising, and thus will not be further engaged to test the AdWords Express. This also applies to those who wish to deliberately advertise in the highly competitive keywords.