Goodbye AdWords Express — Hello Smart Campaigns

Last year was full of change. The world of paid advertising shifted considerably, with a host of big changes in Google Ads shaking up things for marketers.

We’ve only just started 2019, but it looks like the evolution train is rolling on. Until now, Google Ads and AdWords Express have operated as separate platforms.

That’s no longer the case, as Google has announced that AdWords Express is officially rolled into Google Ads.

So, what does that mean for the future of paid advertising?

What is Google Ads?

For those who have just walked into the room, let’s give you a rundown of the past and present before we dive into the future.

Google Ads is the paid advertising platform owned by the search giant, Google. (No prizes for guessing that much!)

Whenever a user searches for something on Google, the search results may display some adverts. Also, while you are browsing websites, you may see Google Ads displayed through Google’s Display Network and the Google AdSense program.

How does Google Ads Work?

Google Ads was essentially designed for people who can dedicate their time to managing online advertising campaigns. Realistically, you would need to invest at least an hour or two per day to garner any real results with the platform — but that’s all part of being a pay-per-click (PPC) manager!

When you build a strong campaign and employ smart tactics and consistent effort, it is very possible that your ads will be regularly displayed in the following places:

• Google Search Engine Results Pages (SERPs)
• Google Display Network
• Google Maps

What is AdWords Express?

AdWords Express is another Google-owned advertising platform. The key difference here is that AdWords Express does much of the work for you, which means you don’t need to invest as much time or effort with daily management.

How did AdWords Express Work?

Not everyone has the time to manage full-scale advertising campaigns, and many small businesses on a budget can’t fork out for an Ads expert or PPC agency.

This platform works on the premise that your prospects are already using Google to search for the products and services your business offers. AdWords Express just gives them a nudge in the right direction. (i.e. towards you!)

AdWords Express Is Now Part of Google Ads

Now, the two channels are merging. As you may expect, that brings the curtain down on the AdWords Express moniker.

Say hello to Smart Campaigns.

So, what does all this mean? Will small businesses now have to up the ante and put in real effort or hire a pro?

Fear not, for this merger is not something to be worried about. In fact, we believe it’s a great move. Let’s discover more about smart campaigns.

Key Features of Smart Campaigns

If you have been a loyal advocate of AdWords Express, you may be groaning at the prospect of having to learn how to use Google Ads now. But before you kick up a fuss, consider the following features of smart campaigns:

• Campaigns Overview — This is the home base of your Ads account. Here, you can view performance insights that have been generated by Google.
• Critical Account Alerts — While you may not have a lot of time to manage your ads, you can still stay informed. Smart campaigns can be configured to keep you in the loop by sending you notifications regarding your campaigns, billing, keyword costs etc.
• Verified Calls — This displays the number of phone calls to your business that a campaign has generated, as well as the total number of clicks on your ad.
• Map Actions — You can keep an eye on local searches by checking how many people looked for directions to your business premises or clicked on your business pin in Google Maps after they saw your ad.
• Google Analytics — Track the actions that your site visitors make after they click on your ads.
• Ad Scheduling — Select specific days and times for your ads to run.

Benefits of Smart Campaigns

By unifying these two interfaces, Google has enhanced the user experience for advertisers. More importantly, the change can really galvanize the success of your campaigns in multiple ways.

• Easy Learning Curve — It is easy to create online ads. Better yet, you can do it quickly!
• Cost-Effective — You only pay for clicks on your ad.
• Brand Awareness — You can use Smart Campaigns to reach customers on various devices, including desktop, mobile, and tablets.
• Local Search Boost — You will have a Google Maps listing that encourages people to visit your physical store when they are in the local area.
• Automated Ads – Google Ads runs the ads, minimizing the need for constant management on your part.
• Deeper Insights — By analyzing ad performance in the Google Ads dashboard, you can learn more about your ads, and your target audience.

Smart Campaigns Are Better for Small Businesses

While some may lament the demise of AdWords Express, this latest update from Google effectively gives more power to advertisers that have limited resources.

In the past, you may have struggled to dedicate the time required to advertising or perhaps you simply didn’t have the budget for a full-on Google Ads campaign.

As AdWords Express is now part of Google Ads, you’ll soon find that the Smart Campaigns option gives you everything you need and more. Best of all, you still don’t have to do much at all, making Google Ads perfect for startups on a budget.