I’m extremely passionate about finding ways for emerging brands and small to mid-size businesses to actually make an impact on Google Adwords.
After years of seeing CPC and first position costs skyrocket, I’ve been testing a lot on Google Adwords Express (I think of it as a remnant product). The concept is simple, really. On Google Adwords’ traditional platform, you really have to be in the top spot (1.1 overall) to drive conversions. You can do this pretty much any time you want, as a marketer, but it will drain any budget, as the top spot is $50+ more expensive per click depending on the search query / keyword you’re bidding on. This means a solid $45/day budget can go in one click. So while the data shows you’re 40% more likely to get a conversion while in the top spot, you’d better get one with that budget, or you’re screwed.
Enter Google Adwords Express. In short, the Express Product has less features than the full product, but is far less expensive. We’ve worked with the following types of companies over the last year on Express:
- Local Large Format, Banner and Print Shops
- Financial Advisors
- Event Venues
- Law Firms
- Retail Stores
- Heavy Equipment Dealerships