Differences between Google Adwords and Adwords Express

We all know that Google Adwords is Google’s advertising program where we can create online advertisements in both the Search Network and the Display Network and reach our target audience. Well, do we know the difference between Google Adwords and Adwords Express?

Let’s say that Adwords Express is broadly the little brother of Google Adwords, that is, Google Adwords is aimed at those companies that have both local, national and international clients, while Adwords Express focuses only and exclusively on local businesses.

Google Adwords is aimed at companies that have local, national and international clients, while Adwords Express focuses solely and exclusively on local businesses.CLICK TO TWEET

The management of ads in Adwords is done autonomously, having absolute control of the campaign, ie through Adwords, you can, among other actions, create ads, assign a daily budget to the campaign and determine the maximum amount that we are willing to spend per click (maximum CPC). On the contrary, the ads that are carried out through Adwords Express have managed automatically, where we can only do the following:

  • Create an online ad
  • Establish a budget
  • Choose a company category.
  • Select search phrases related to our business.

Another difference between Adwords and Adwords Express and that I particularly like is that with Adwords Express it is not necessary to have a website to advertise online, simply create an account in Google Plus or Google Maps.

AdWords Express is not necessary to have a website for online advertising, simply create an account on Google Plus or Google Maps.


The AdWords Express ads are shown in search results and Google Maps with a blue badge, as shown in the figure below.

In terms of geographical orientation, Adwords Express limits its advertisements to a radius of between 24 and 64 km, while both advertising programs do allow mobile advertising.

Now that the term SOLOMO (Social + Location and Mobile) is in vogue, ads in Adwords Express are an option to consider, especially for those small businesses that want to advertise on the internet but do not have time to manage their online campaigns. It is also an advantage for them to know that they only pay for each click they make in the advertisements, knowing at all times the cost of the investment.

As a summary we show below a comparative table:

AdWords Express AdWords
We only pay for each click Yes Yes
Automated management Yes Do not
Easy solution for companies that do not have a website Yes Do not
Ads on the Google Search network Yes Yes
Ads on other related websites Limited Yes
Mobile ads Yes Yes
Other advanced ad formats (for example, in video) Do not Yes
Ability to target ads geographically Local (radio from 24 to 64 km) In any location

Source: Google Adwords Express

In short, Google created Adwords Express to meet the needs of a large mass of small businesses and step up their business line.

If you have advertised in Google Adwords and Adwords Express, tell us how you did.

Author: Sandeep Shinde