Google launched Adwords Express back in 2011 with the aim of providing entry-level pay-per-click (PPC) advertising for businesses, and it’s done just that.
You can get started with an Adwords Express account in just a few simple steps:
- Step 1: Choose a business category for your business
- Step 2: Create an ad for your business
- Step 3: Choose targeted locations for your ad placements
- Step 4: Set a daily/monthly advertising budget for your campaign
However, like Google Adwords, you can waste a lot of money if you don’t manage Adwords Express properly too. Hopefully, the 5 top tips in this article will help you ensure your Adwords Express account is optimised and managed to maximise the return on your investment.
Don’t run before you can walk
As Adwords Express uses broad match search terms. Your ad will appear for a wide range of keyword-related terms and some won’t be relevant so start with a small budget and increase that over time once you can see a return. I’d suggest a budget of around £200-300 a month to start with.
Think about how you’ll measure performance
Your Adwords Express account can be linked to your Google Analytics account, which will allow you to track where the visitors to your site go, what content they look at and, if you have Google Analytics ‘goals’ setup, what forms or purchases the users have made on your site.
Focus on the keywords
When you select your business category in Step 1 of setting up your Adwords Express campaign, Google will generate a list of keywords related to your chosen business type. Find the most relevant keywords in this list and include them in your ad copy as it will increase the likelihood of people clicking on your ad as it will match the words they have searched to find you.
Then make sure you switch off the suggested keywords which are not relevant to your business. After all, you don’t want to pay for irrelevant traffic if you have the option to remove it.
Consider when and where your ads should run for best performance
Adwords Express allows you to set where your ads are displayed, within a 5-mile radius of your address so you can restrict your ads so they are only shown to people nearby, if this is better for your business and more likely to result in new business.
As well as setting where you want your ad to be displayed, you can choose when in the form of ‘ad scheduling’ so you may wish to only show the ad during your opening times, especially if the objective of the ad is to get them to call or visit you – if you have a limited budget, you want to use it at the optimum time.
Ensure you enable call tracking
This is ‘must-have’ feature! After all, you’ll want to know how many calls you have received from your advertising, right?! Capturing this data will help you justify the advertising spend and monitor return on investment (ROI).
And best of all, it’s very simple to put call tracking on, all you have to do is select ‘Add call clicks’ during the ad copy creation process, then you can monitor the number of clicks from your dashboard.
These top tips should help you if you’re looking to try PPC to market your business. Adwords Express is a great way to get started and see how it can work for you – you may have such good success that you wish to upgrade to Google Adwords – a much more sophisticated advertising platform that requires a much higher level of knowledge and expertise in running PPC campaigns.