Google’s initiatives are certainly branching out lately. Google+, the Google Books project and the recent innovations in their Apps offerings are getting more and more consumers hooked on Google’s free offerings. Other projects, like Android, the cloud computing Chromebook and AdWords Express, are set to ramp up revenue and pull more users under the mighty arm of Google. Because Google’s main revenue stream comes from PPC, which brings the company over $20 billion annually, they’re trying to make it easier for small business to create localized ad campaigns, as seen with AdWords Express (formerly Boost). Will Express eliminate the need for small businesses to hire outside help when it comes to managing campaigns? Probably not. More than likely it will open up more doors for consultants trying to convince business owners of their need to advertise on Google by piquing the interests of potential clients.
AdWords Express
Small businesses who are interested in PPC advertising on Google can get a pretty easy start with Express, which will create AdWords campaigns for small businesses after owners answer a few questions about their business and their advertising needs. Users tell Google their business category, write a business description and set a budget. After that, Google finds relevant keywords and creates an ad campaign, estimating the number of people who will click on the ad based on keyword popularity and budget. Businesses that show up in response to an AdWords Express campaign appear as blue pins on Google Maps, helping them stand out among the other results. Users can also create ad campaigns for each business category and divide their budget based on category, helping them focus on areas that offer the greatest returns.
Human Management
PPC campaign specialists bring a lot to the table, for enterprise customers as well as small businesses. They have experience dealing with Internet marketing in general and Google ad campaigns specifically. While AdWords Express can create basic campaigns based on location and business category, human campaign managers can create a near limitless number of campaigns based on their market research into the client’s desired keywords and any relevant longtail keywords. Further, they’ll be able to explain the campaign results to their clients and sift through all the relevant data to bring out the information their client will want. Humans can use a business owner’s knowledge of their field to get the best return from keywords that might not be obvious to an automatic campaign generation tool.
The Takeaway
Unsurprisingly, human-managed campaigns offer a greater degree of control than AdWords Express. Express was created as a set-it-and-forget-it tool, something to get businesses interested in Internet marketing. It’s likely that, after seeing some basic returns on their initial AdWords Express campaigns, that small businesses will seek out PPC campaign specialists to increase the scope of their marketing efforts and construct more efficient campaigns that will bring in better returns.
This is a unique article written by Thomas and published on SEO Desk with exclusivity.
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