Google AdWords vs AdWords Express - PPC Vs CPC
Google AdWords vs AdWords Express
PPC Vs CPC
AdWords: If you are looking for robust online advertising – inclusive of text, animated and/or static banners, and engaging video formats – AdWords is the best place to be. This platform is ideal for businesses that have their own website, and campaigns with a lot of moving parts – i.e., multiple landing pages, a variety of creative ad formats, etc. Also, if you plan to A/B test anything – creative, text ads, or landing pages – AdWords is the way to go.
AdWords Express: If you’re comfortable with only having text ads on Google.com and Google Maps, then consider AdWords Express. Although the platform doesn’t contain advanced ad formats, you will still be able to write your own ads which will show next to, above, or below the search results as a “Sponsored Link.” To run on AdWords Express, you don’t even need a website, as you can direct all of your ads to your Google+ page for more information on your business. If you do have a website, though, you can direct ads there as well.
Why AdWords Express ?
What is described above as a relatively simple process is actually fairly complicated. If you’ve never run a PPC campaign before, you might find yourself quickly overwhelmed by all the metrics you need to pay attention to:
Cost-Per-Click (CPC): The average price you’ll pay for each click on an ad.
Budget: Your daily budget for ad spending.
Click-Through-Rate (CTR): The rate at which users are clicking your ad, compared to how many times your ad displays.
Keyword matching: There are actually 4 different types of keywords you can target in Google Adwords: broad match, broad match modifier, phrase match, and exact match. AdWords defaults to broad match, but that option is often the least effective route.
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