AdWords Express (AWE) has been pulled apart and renamed smart campaigns inside Google Ads as well as being split with Google My Business, which had a direct link to get started advertising in the same manner as the old AWE, with the addition of local-targeting.
Article Updated: September 4, 2019
AdWords Express (AWE) provides accessibility to pay-per-click (PPC) advertising for small businesses. It’s a simplified version of AdWords. This works best for business owners who don’t have the expertise or the time to invest in an advanced AdWords campaign.
To get the most out of Google Adwords Express, you should understand the features that it can and can’t do.
Take a look at these tips for running a successful AdWords Express campaign.
Start With a Small Budget
Keep your investment low to monitor your returns without taking too much risk. It is worth monitoring your early performance while your budget remains low. See where your ads work best.
Link Analytics to Google AdWords Express
This allows you to set campaign goals within AdWords Express that contribute to your business objectives. You can have a much clearer view of how profitable your paid search campaigns are in relation to the metrics that matter. Target your campaigns to attract clicks, calls or on-site action to generate more income.
AdWords Express provides enough information to resolve most issues. It has a wide variety of resources and a help-box to guide you through any issues. If you don’t understand how it works, all you have to do is ask.
Improve Quality Score
Quality score is a fundamental aspect of paid search marketing on Google. It is a deciding factor to what you pay for each click, and where your ads appear in search results. Write attractive ad copy to increase quality score. Ensure that your landing pages are relevant to the ads. Then improve your on-site experience to engage more consumers.
Refine Your Keywords
Google automatically generates a lengthy list of related keywords. Review this list in detail and look for terms that are particularly relevant. Then, incorporate these terms into your ad copy. This will increase the probability of consumers clicking through on your ad.
Switch Off Irrelevant Keywords
Google’s initial list will contain some irrelevant terms. Fortunately, AdWords Express now offers the option to switch off some of Google’s suggested keywords. Test those irrelevant keywords before starting your campaign. If it does not work for you, then remove the keywords and seek for better words.
Use Geo Targeting and Ad Scheduling
AdWords Express can restrict your ad placements to a specific radius. Ad scheduling allows you to define exactly when you want your ads to show. You can control your search presence to hone in on the most profitable contexts by using geo-targeting and ad scheduling. Promote to certain locations at certain times.
Enable Call Reporting
As more consumers use mobile devices to make purchases, it has become important to track call activity. Google will automatically insert call-tracking numbers into your ads so you can view your performance of both clicks and calls within your dashboard.
Download the App
A simple way to make campaign changes on the go and perfect complement to the desktop platform. The app provides all the same functionality as the desktop experience. You can check in on campaign performance throughout the day and receive notifications when there are anomalies in your account.
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