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AdWords Express: Google Gives Local Businesses an Advertising Boost

Danny Goodwin
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Google has rebranded one of its products that provides a quick-and-dirty solution for businesses to create auto-generated search advertising campaigns in AdWords. The former Google Boost is now AdWords Express. Beyond the name, not much has changed.

One of Google's priorties is to bring in more cash from local advertisers. This simplified version of AdWords follows other recent efforts to attract new local advertisers, such as the redesigned Google Places, the new AdWords credit card, the launch of Google Offers, and the elimination of the redundant Hotpot.

What Are AdWords Express Ads?

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In this simplified version of AdWords, Google manages the ad campaign for the business, deciding which local product or service searches will trigger the ads. The ads appear in the Ads section above or to the right of Google’s organic search results and in Google Maps (with a blue pin rather than the red pins non-AdWords advertisers receive), on mobile and desktop searches.

In addition to the company name, address, phone number, and website, AdWords Express ads may also include the number of reviews the business has received, an average star rating, and a link to the business’s Google Places page.

Google Boost, the precursor to AdWords Express, launched initially in three cities last October, and quickly expanded, eventually becoming available to all U.S. businesses.

AdWords Express Set Up & Requirements

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To set up on AdWords Express (Google touts that the process takes less than 5 minutes), businesses choose a search category, enter a headline and two-line 70-character description. The ad can either direct searchers to a company website or Google Places page.

Google will recommend a monthly budget, based on ad competition, and also estimate how many clicks the ad will receive per month. Businesses only pay when someone clicks on the ad.

A mailing address is required, which businesses can keep private.


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