Google Ads Express
Update: 1/31/2020 Google Ads Express has been rolled into the main part of Google Ads and is now associated with smart campaigns. The same general principles presented here apply to smart campaigns. You’re essentially giving Google great latitude as to how to spend your marketing budget. I find that Google has extreme difficulties with smart campaigns for small / local businesses like dental offices. To look at other alternatives to getting more patients to your office, please see our Dental Ads Guide.
Google Ads Express is Google’s watered down version of Google Ads that allows small business owners to advertise on Google’s search engine with the least amount of effort possible.
As with most things in life, when you put forth the least amount of effort possible, the results aren’t the best.
Google Ads Express is highly automated and very easy to set up. You may even wish to consider trying out Google Ads Express if you’ve never advertised online before.
Advantages of Google Ads Express
- It is extremely easy to get started with Google Ads with Google Ads Express
- It is easy to manage
Google mentions that Google Ads Express maintenance is only takes about 15 minutes per week whereas Google Ads maintenance takes over an hour. And that’s a bit of an understatement.
Google Ads typically takes well over an hour per week for seasoned professionals. This is due to changing business goals, responding to the competition, and the fact that the Google Ads platform is constantly changing and this requires a lot of time just to keep pace.
Disadvantages of Google Ads Express
Google Ads Express has some significant limitations
- Lack of keyword control
- No keyword matching & no negative keywords
- Limited ad control
Lack of Keyword Control
The automated nature of Google Ads Express means Google chooses the keywords it uses to trigger your ads – so you don’t have full control over what user search queries will trigger your ad. Thsi can result in your ad showing for searches that really aren’t relevant to your practice.
No Keyword Matching and no Negative Keywords
Keyword matching is unavailable in Google Ads Express – all kewyords are broad match – which means that your ad is likely to show for a wide variety of search terms – many of which are irrelevant to your practice.
You also don’t have the option of using negative keyword matching options. This means that you can’t prevent your ad from showing for unwanted keywords. For example, if “dental clinic” is one of the Google Ads Express search phrases selected for you by the automated system, your ad could potentially show for “Free Dental Clinic”. You would want the word “Free” to be a negative keyword to prevent the “Free Dental Clinic” search from triggering your ad.
Unfortunately, these negative keyword matching options aren’t available in Google Ads Express
Limited Ad Control
While you can set up multiple ads in Google Ads Express, it is difficult. Your ad campaign will be much more effective if you have separate keywords, ads and landing pages for each of your services. So in other words, a separate ad and landing page for crowns, a separate ad and landing page for implants, and so on. It is very difficult to achieve this with Google Ads Express
Getting Started with Google Ads Express
The process to get started is extremely easy – almost too easy. View the video walkthrough above that explains most of the process just to provide you an idea of how to set up an Google Ads Express account.
So that wraps up Google Ads Express. In the next section, we’ll discuss landing pages and how important they are to getting new patients to your dental practice.