Google AdWords Express: Auto-Localised PPC | The Digital Clicks Blog
Recently, Google introduced ‘AdWords Express’ (formally 'Google Boost') in the US, which is a more accessible and automated version of their primary source of revenue, Google AdWords. Express offers a more streamlined process of enacting simple PPC ads that target users with a ‘local intent’, using a small amount of user-submitted information. Google automatically decides which search terms should trigger your ad to be shown and adds a Google Maps business listing for optimised local appeal. AdWords is already used by region-specific businesses to localise their PPC ad campaigns via keywords. Express offers an entry-level form of online marketing without the necessary research for those small businesses that are just starting and know how much they are willing to spend. The ads and map entries are also available in mobile formats, so if users are searching locally while on the go, the business will be found and will most likely be considered ideally situated. The service may prove limiting after a while; it is targeted at those who have yet to use the AdWords platform. More experienced users would more than likely want to take matters of keyword targeting into their own hands so that they can ensure that they are not missing out on any lucrative niche search queries. It’s likely that once first-time advertisers have used AdWords Express for a while and have become more familiar with the way that Google works, they will opt for the more customisable method of PPC advertising. Google AdWords Express has the potential to prove useful, both as an initial booster for local ROI and as an introductory or transitory service. It might be the stepping stone that first-time advertisers need to discover the wider benefits of Internet marketing and, more specifically, Google's wider set of online marketing tools.