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Google simplifies Adwords for small businesses with AW Express

26 July 2011 BY

Yesterday Google announced a new way to do Adwords, aimed specifically at local businesses. In Google’s own words:

“AdWords Express is designed to help local businesses that aren’t already AdWords advertisers create effective campaigns.”

They’ve also created a handy video to explain the concept of Adwords Express, which is embedded above.

This simplified form of Adwords should take away all the (guess)work with regards to determining your budget and selecting your keywords. You just create an ad and connect it to your website or your Place page, select a monthly budget, and AW Express will determine when to show the ad – probably based on the query and the geographical proximity of the user to the business.

Initial impressions make this look like a solid approach which will enable small businesses to compete with big brands in Adwords without having to invest a lot of time and effort in to learning the system.

And of course it’ll be good for Google, as it’ll encourage more small businesses to sign up to Adwords.


Barry Adams is one of the editors of State of Digital and is the Digital Director at The Tomorrow Lab in Belfast, where he leads an expert team providing web development and digital marketing services for a wide range of clients across Ireland and the UK.