Google AdWords vs Google AdWords Express

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As you may know, the Search Engine Optimization campaigns that we run for our clients are extremely successful as long-term lead generation strategies. These campaigns work by getting your business to the top of search results for market and location-specific keywords, which will place you directly in front of the largest amount of high-quality traffic.

There is a great deal involved with each SEO campaign and while these efforts do take time, the quality of leads that are generated from organic rankings are very much worth the wait.

At Connection Incorporated, we realize that although everyone will benefit from a long-term SEO campaign, some people can’t afford to wait for leads. This is where other forms of digital marketing come into play, as they can work fantastically when paired with an expertly run SEO campaign.

There are many different options when it comes to running Ads for your business online, but today we are going to focus on the Ads that can be run through Google. Within Google, you have the option of using either AdWords or AdWords express.

By running Ads on either of these Google platforms, your business will be shown to users on and Google Maps, as well as other websites in the Google Display Network that are relevant to the industry your business is operating in. Either one of these products will help you advertise your products or services to your target audience, at the optimal time. Below, you will find a breakdown of the differences and similarities between these two Google advertising products.


  AdWords AdWords Express
Great for Small Businesses ·
Pay Per Click · ·
Reach Customers in Any Geographical Location · ·
Reports Available · ·
Allows for Detailed Ad Adjustments ·


While both of these Google Ad products require specific skills to set up and manage, AdWords Express is great for people who are running small businesses as it is relatively less involved when compared to AdWords. Business owners using AdWords Express can adjust their target audience, their keywords and phrases, their time frames, etc. These Ads are set up directly in the Google account that is associated with the business’s Google My Business page, so the business information for the Ads are directly pulled from that page.

The setup and management of AdWords are a bit more involved than with AdWords Express because there are more options that can be adjusted with an AdWords Ad. Business owners who chose to run Ads with AdWords are responsible for every aspect of the advertisements, from targeting (and re-targeting) the Ads to how much each click will cost.

While these two Google products do offer slightly different benefits, it is neither necessary nor recommended to use both advertising tools at the same time, though Google does offer instructions for doing so.

Whether you are interested in finding out more about how to grow your business with a customized SEO campaign or through other forms of digital marketing, we are here to help! Contact us today to find out how we can get your business to the top of Google search results.

You can also click here to find out more about the additional features or AdWords or click here to get started with AdWords Express!


A thriving Canadian entrepreneur. A loving father and husband. A blossoming philanthropist. The CEO of an innovative Digital Marketing Agency. Johnstone has mastered the art of digital marketing on numerous platforms (Facebook, Google, YouTube, Instagram - to name a few) which has given him the unique ability to assist hundreds of loan officers, realtors, lawyers, financial planners, and insurance agents with growing their businesses online. He continues to grow his skills and hone his craft and is ready to bring you up to speed on the latest and greatest in the digital marketing world!

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