Google Adwords Express – Why you should avoid it.

Adword express
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So Google the giant of online advertising has maintained its lead in the industry despite recent upcoming ad giants such as Amazon Ads, Bing and other smaller Ad networks like AdsTargets.

It looks like Google has perceived some threats and is doing everything to stay afloat and above its rivals which led to the launch of new products such as Google Adwords Express and Google smart ads.

According to the claims by Google, it’s a way of making advertising easier for small businesses and marketers who are not used to the complex Google Ads system.

However, there has been a lot of backlash from a lot of marketers who believe it’s a wrong move for Google to launch such products.

let’s take a look at their reasons and why many advise advertisers not to even try this ad system.

What is Google Adwords Express?

Google Ads Express, also known as AdWords Express is a simple version of Google Ads aimed at making advertising easier, faster and flexible.

Typically, advertising on Google ads takes a lot of time and effort to get good results.

You are required to do thorough audience research including the right keyword research, demographics, placements, and devices and continue to optimise after launching your ad campaigns.

Then write effective ad copies or hire a freelancer or an agency to write your ad copies and implement bidding strategy, set cost and other optimization practices.

In the case of Google Ads Express, you just get your ads running with a few clicks. All you are required of is to create your ads and tell Google what your business is all about and your ads will start running in a matter of minutes.

So simple right? well, this might come with a high cost.

There is a reason why they say shortcuts are dangerous at times and this might be one good example.

It takes just a few minutes to set up your campaign but in reality, you might just be dashing out your money to Google for nothing.

So what are the key differences between Google Ads and Adwords Express

Here are some of the differences between Google ads and Google AdWords express platforms.

The traditional Google ads is a boost advertising platform that has helped a lot of businesses grow from small businesses to multinationals including Amazon.

It’s has a lot of ad optimisation features to help you target the right audience on all platforms and geographical regions.

On the other hand, Google AdWords express is the opposite with almost non-ad optimization capabilities.

However, the claim by Google is that the system uses AI or machine learning to understand your campaign goal and audience and target them as supposed.

Actually, it’s far from that. It might just be a tool that helps Google increase their revenue but not necessarily the advertiser.

Difference between Google Ads and Google Adwords express

Should SMBs use Google ads express?

Based on expert reviews so far, it’s a complete waste of money advertising with Google using Adwords Express.

Remember the saying that goes like “Nothing good comes easy?” this might simply be the case.

Do not for the sake of ease and time saving spend your ad budget unwisely.

It will help you a great deal to take your time to do thorough keyword research and understand your customer’s lifetime value to set the right bid for your ads.

Optimise your ads regularly based on what is performing well to increase your ROI or ROAS in order to achieve the goal of your advertising campaign.

What is worth doing is worth doing well and this should be the case with your ad campaigns.

The bottom line is if you want to use Google ads, go ahead but avoid AdWords Express.

Still, want to try?

They say there is no harm in trying and here is the full video tutorial on how to set up ad campaigns on Google Adwords Express.

In this, you will learn all you need to know about the platform and how to set up your first campaign.


It’s important to always take a deep dive in looking at new products offered by the giants before putting your money into these platforms.

It goes a long way in saving you time and cost.

Although much has been said about this platform. You are free to try running some campaigns on it to see it for yourself.

It might be improved or might just work better at the time of your trial. You have nothing much to loss but ensure you test it very well before putting a lot into it.

If you have already tried the platform, Please share your experience with us here to help the community.

Share your tactics and let us know the outcome.

Eugene Agoh

Eugene Agoh

Founder at AdsTargets | Online advertising expert | Search engine optimisation expert | Social media marketing expert.Eugene is a Passionate writer on topics relating to online advertising, branding and generally interested in creating digital marketing content. He is curious about the future of digital advertising.Follow Eugene on LinkedIn @ eugeneagoh

One Response

  1. Do you know who loves Google Express? Google, as it makes make it all so easy for someone to give them their money in 5 min time without knowing anything else that’s going on… for everyone else, give yourself a real chance and use an actual Google Ads account instead. 🙂

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