Both systems allow you to advertise on the search and content networks , on Google Maps, and on partner sites. However, the format in which they do so also differs significantly.
With Google Ads, you can use animated or static banners, video ads of all types and lengths, create lightboxes or Google Shopping campaigns, or use Gmail advertising.
With AdWords Express, you only have text advertising and responsive advertising. Nothing more.
AdWords Express is ideal for complete beginners and people who don't have time to devote more time to PPC campaigns. However, you should expect that you will end up paying more for your campaigns, as overseas chinese in uk data optimizations using bots will not be as effective as if they were done by a person who really thinks about each campaign and knows what their customers are really looking for. In addition, due to the limited number of ad formats, advertising will achieve much lower results.
In contrast, Google Ads allows you to "embroider" each campaign in detail. You can win with targeting, combining different formats, and thus have a real impact on achieving your goals. You can decide on which websites your ad will appear. You can completely exclude some websites, you can decide for yourself how much you are willing to pay per click or per conversion. Quite simply, PPC advertising is an investment in your business and only with Google Ads do you really have control over these investments.
Even for beginners, we would recommend Google Ads . It is more sophisticated, but it will allow you to better target and set up your campaigns. Working in Adwords itself is not at all complicated once you get used to the system. Google also has a well-designed help if you don't know what to do. With a little work, you can achieve incomparably better results .
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PS: And if you're tempted to use both systems at once, don't do it. You'll unnecessarily increase your advertising costs. The systems will compete with each other , and that will affect the cost per click or conversion.
You can try Adwords Express here . Sign up to use Google Ads here .