Note: This Google Ads Express review has been updated as of November 2017. I’ve expressed concerns about new Google Ads features on this blog, cautioning that Google’s promises of solving long-standing issues might benefit them more than advertisers or might not be as comprehensive as they initially appear. It’s unsurprising that, like many paid search optimization professionals, I’m skeptical when Google offers to simply make everything super easy!. So, we decided to thoroughly examine Google Ads Express.

What Is Google Ads Express?

Formerly AdWords Express, Google Ads Express simplifies advertising for smaller budgets. Instead of extensive keyword research, ad copywriting, and bid optimization, you just provide business details, and Google handles the rest.

Google Ads offers various budgeting strategies, including CPC and CPA bidding. Google Ads Express is much more hands-off. Instead of setting specific bids, you set a monthly budget, and Google manages everything else. Paid search without keywords for small businesses! The concept is a simple campaign with:

• Business category
• Three lines of ad copy
• Website or Google My Business page destination
• Maximum monthly budget (Google even provides a recommended amount) This pales in comparison to the comprehensive Google Ads platform; setup takes about 15 minutes. Speaking of…

How to Create a Google Ads Express Account

The sign-up process is surprisingly straightforward, unlike typical Google processes. Despite requiring a Google My Business page, starting is easy, with or without one. (However, standard Google login issues persist – managing multiple accounts with varying permissions can be frustrating.)

Once your ad is created and your budget set, you can monitor activity in your places dashboard and view billing in the billing tab. However, optimizing or analyzing your spending is cumbersome. You can edit or deactivate your ad within Google Ads Express, but that’s it. Viewing billing or detailed activity in Google Ads is pointless; you only have “read-only” access. It’s like a shady PPC agency providing opaque monthly reports.

Despite having only one ad, Google claims to “create other versions using content from your Google My Business profile,” without clarifying what that entails.

Google Ads vs. Google Ads Express

Both platforms advertise on Google properties, but they differ significantly. Google Ads is robust, offering control but with complexity that can intimidate new advertisers. Google Ads Express provides a simpler interface with fewer options and less budget control, allowing for quick campaign launches. Account creation boils down to:

And, of course, your credit card information!

So… Is Google Ads Express a Bad Idea For SMBs?

While I’m not as optimistic as Google, Google Ads Express might be suitable for some small, particularly local, businesses.

Percentage-based pricing, performance-based models, and flat rates make it challenging for PPC experts to handle tiny accounts. Even affordable services start at 50-100% of smaller budgets because competent consultants require a minimum fee. If you’re a small business with a limited budget, consider the following:

Do you have enough Google Ads knowledge to manage it yourself?

If not, can you afford a PPC audit? Investing in a professional’s expertise to set up your account with best practices and provide guidance could be worthwhile. Alternatively, dedicating time to learning Google Ads and managing it yourself (using the free AdWords Grader tool for evaluation) is an option. However, carefully weigh the opportunity cost of your time.

Can you afford to test Google Ads Express?

If so, and your budget is limited, it might be worth trying. If it outperforms your previous efforts or proves profitable without intervention, letting Google manage your small spend while you focus on other tasks could be beneficial. Ultimately, using Google Ads Express is a business decision: do the time savings, results, and cost outweigh the drawbacks? For larger budgets, this is unlikely. However, for those with limited budgets and time, Express might be the answer! RELATED: Does Google Ads Work?