Google sure is busy. Last May we told you that Google Boost had replaced Google Tags. Well now Google AdWords Express is replacing Google Boost!
According to Google, “AdWords Express is designed to help local businesses that aren’t already AdWords advertisers create effective campaigns.” Adding AdWords Express to your Places listing allows you to advertise on Google and Google Maps, including mobile devices. You set up a monthly budget and create copy for your ad and Google does the rest, including determining what search terms will trigger your ad to be shown and your bidding to have your ad included in the search results. The terms are selected based on your Places listing categories. Google has assigned a cost per click for each search term, which you pay every time someone clicks on your ad.
As we pointed out with Google Boost, if you don’t have the time or the inclination to learn how to create and manage an effective Adwords campaign, or don’t have an Internet Marketing company you can rely on to do so for you, AdWords Express is an option for local advertising. But keep in mind that it has limitations. AdWords provides more options and controls – keyword selection and bid control, local AND national targeting, advanced reporting and different ad formats such as video, display and more – than AdWords Express offers.