Digital Marketing - Google Adwords Express

When it comes to paid search, Google is a market leader. The only thing preventing Google from moving from market leader to dominator is 'local search'. The revenue earned by Google (around $29 billion per year) comes from a relatively small amount of clients. Various digital marketing research companies estimate this number at barely around one million businesses, worldwide. Currently, there are more than 24 million registered businesses in the US alone, which means that there is a huge untapped paid search market, just waiting to be explored.

One of Google's efforts to woo more local businesses was its Google Boost product, which offered companies a simple way of setting up digital marketing ads. This product has now been renamed Google Adwords Express. Google Boost was first introduced to a small group of digital marketing advertisers in October 2010, before being rolled out to mobile devices and the whole of the US market in January 2011. With AdWords Express, Google makes it simpler for advertisers to sign up. In the past, people were first required to be a Places user, before they were allowed to use Google Boost. With Adwords Express, users can sign up for both products, simultaneously.

Google's attempts to capture the small and medium-sized business (SMB) market, displays an interesting history. Some of the digital marketing strategies employed by Google in this regard were:

. Offering incentives to small businesses to try paid search on Google's AdWords platform.

. Partnering with companies that sell ad products to local businesses. Such companies include publishers of printed Yellow Pages, newspapers and magazines.

While many small companies began using AdWords in their digital marketing campaigns, Google soon noticed a very undesirable trend. Adwords had a huge 'churn rate' or cancellation rate. This was because many small businesses who had signed up for the product, soon found it technically very complex to manage their Adwords account. Google saw the need to develop a simpler digital marketing product, and Google Boost was soon born.

Unlike Adwords, you will not have to fill in complex digital marketing parameters like bids or digital marketing keywords with Adwords Express. Instead, companies will simply have to set a budget, and add a few lines of business information and ad copy. Google will handle the keywords and bidding themselves.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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