The purpose of AdWords Express (AWE), which was originally launched in 2011, is to provide access to small enterprises to Pay Per Click (PPC) advertisements.

In spite of this, AWE continues to be a distinct version of AdWords.

In theory, AdWords Express provides an appropriate and state-of-the-art platform for the owners of small enterprises short on time.

Key steps of setting up the system:

  • Select your business category
  • Create an advertisement
  • Select your target location
  • Set up your daily / monthly budget


In practice, this simplicity may hinder performance.

As a result, we continue to recommend that care is taken when using AdWords Express if we want to achieve the same positive return on investment (ROI) that we got used to on the main AdWords platform.

However, if you know what AdWords Express can and can’t do, it can be an outstanding way of generating income.

The following 10 tips can help you prepare for a successful AdWords Express campaign.

1.     Start with budget planning

Perhaps the most important tip for new AdWords Express users is to start with a low monthly budget, such as HUF 100 thousand or lower.

If this is not set, Google will use up your budget quickly with its automatic bidding system.

It is important to take into account all of the following points.

First of all, the visibility of offers in AdWords Express is limited; your adverts might appear in the traditional Google search results or in the Google Maps application as well. It is recommended to review the early performance while your budget is low to find out where your adverts perform the best.

2.     Link Google AdWords Express to the Analytics application

If you have already set up your Google Analytics account, just link it to AdWords Express.

This allows you to set campaign targets within AdWords Express that help achieve your business goals set in the Google Analytics service.

In addition, this will give you a much clearer picture of the profitability of paid search campaigns compared to important indicators.

Advertisers may target their campaigns to attract clicks, calls or on-site activities and they only have to pay when a customer clicks on the advertisement.

3.     Ask questions

The Help section is located in the upper right corner in AdWords Express, where advertisers can find answers to the most frequently asked questions.

4.     Learn more about the quality score

Maybe the most important point in this list this one about the quality score.

Quality score is the basic metric of paid search marketing since it plays and important role in deciding how much you pay for each click and where your adverts will appear among the search results.

Concentrate on the following areas in order to improve customer experience and as a natural by-product of this process, your quality score as well:

  • Optimise for high click through rates (CTR) by writing an attractive advertising copy.
  • Make sure that your target pages are relevant to the advertisements displayed.
  • Improve user experience after they click through to your website.


5.     Download your keywords

It is important to regularly review this list in order to learn what expressions are especially relevant, since you will have to incorporate these into your advertising copy.

This increases the likelihood of consumers licking on your advertisement when searching for these business-critical terms.

6.     Use geographic targeting and ad scheduling

Businesses may limit the placement of their ads to a 5-kilometre radius around their location via the AdWords Express platform.

For example, a restaurant may only wish to advertise at a specific location and during specific hours. By using geographic targeting and ad scheduling, advertisers can control their presence so that the service goes live when the circumstances are the most profitable.

7.     Enable call reports

Since more and more consumers have mobile devices, it has become essential for marketing professionals to track these activities.

AdWords Express provides an opportunity to track these via the verified calls function.

You can do this during the creation of the advertising copy by selecting “add click-to-call”.

As a result, business owners will be able to monitor their performance via the control panel in terms of both  clicks and calls.


Related article:

Google AdWords Express is now part of Google Ads