What is the Difference Between Google AdWords Express and Adwords?

What is the Difference Between Google AdWords Express and Adwords?


  • Have you been toying between AdWords and AdWords Express? It can be tricky trying to differentiate between the two.
  • Undeniably, AdWords has more options but Adwords Express may be better for advertising in a local area.
  • Keep reading to learn about the similarities, differences and which one is a better option for your business. 

When it comes to Google’s search network, advertisers have two options: AdWords Express and AdWords.

AdWords is a standard campaign, which has the ability to advertise anywhere and is able to use the display network.

On the other hand, ‘AdWords Express’ is managed automatically, i.e. advertisers need to write an advert, choose a category and decide on a budget. Advertisers using AdWords Express do not choose keywords, unlike AdWords.

With AdWords Express, customers who search a phrase on Google or Google Maps, will have their advert appear, along with the advertiser’s address and number.

AdWords Express has a reach between 15 – 40 mile radius around your local business. As a result, AdWords Express is only plausible for bricks-and-mortar business, and services that are aimed at a local area.

Google AdWords Express vs. AdWords: What is the difference?

‘AdWords Express’ is an automated system, which basically manages itself. However, AdWords gives you more control and options. AdWords Express and AdWords both have the option to pay-per-click (PPC), which means that an advertiser only pays when someone clicks on the advert, and not how many times the advert comes up.   

The table below explains the differences between AdWords Express and AdWords:

AdWords Express

  1. Reach customers within 40-mile radius (64kms)
  2. Recommends budget, business category and location when you set up your account​
  3. Able to use Google + if you do not have a website
  4. Unable to set negative keyword
  5. Only able to place ads on other related websites in the U.S
  6. Unable to set up conversion code
  7. All keywords are set at broad match.


  1. Able to target anywhere in the world
  2. Able to use Display Advertising (e.g. video formats)
  3. Able to set negative keywords, and increase the relevance of your market. E.g. ‘cheap café in Dural’, you may not want to appear for the word ‘cheap’, which can be set as a negative word
  4. Able to show adverts on related websites using the Display Network
  5. Able to set up conversion code and record conversions
  6. Use any of the 5 different keyword match type options.

Hopefully the above table has demonstrated the main differences between AdWords Express and AdWords.  

Going Forward

Depending on your objectives, and your budget, you can see how AdWords Express and AdWords work in different ways.

Undeniably, AdWords has more options, by being able to implement the conversion code, you will be able to see which keywords are leading to enquiries and/or sales, and focus on them, along with adding in negative keywords; which will ultimately improve your leads and spend your budget effectively.

However, AdWords Express may work for branding in the local area, and may be an effective introduction for first-time advertisers on Google’s search network. 

If you have any questions, feel free to ask in the comment section below!  

Click Click Media

Digital Marketing Agency at The trustee for The Online Trust

Comments (2)
Wendy Huang

Wendy Huang, Full Time Blogger and YouTuber at A Custom Blog in 4 Minutes

Thanks for this article Ashleigh, this sounds like a great option for local businesses, definitely worth a try!

Click Click Media

Click Click Media, Digital Marketing Agency at The trustee for The Online Trust

Hey Wendy, yes, AdWords Express is great for local business, especially for first time users.