Get your ads up and running with AdWords Express

Create your ad and select your audience

Whether you're using AdWords Express through the mobile app or on your computer, we'll walk you through creating your AdWords Express account and ads, setting a budget, and working with search phrases. Device-specific instructions are below.

Create your account

Before you can create your ad, you'll need to create an AdWords Express account.

Do it now: Add or create your AdWords Express account
Computer

Add or create your AdWords Express account

  1. Sign up for an AdWords Express account at: https://adwords.google.com/express/.
  2. If you don’t already have a Google Account (in other words, if you don’t use any other Google product, such as Gmail), you’ll be asked to create one.
  3. Once you’re signed in, you’ll either be asked to add your business information, or, if this account is already associated with 1 or more Google My Business listings, you'll see those existing businesses.
  4. Click Create new business to add a new business to your AdWords Express account, or select an existing business to create an ad.
  5. Follow the steps to create your ad.

Switch to a different account

  1. Sign into your AdWords Express account.
  2. Look for your user name and profile photo at the top of the page. Click your profile photo.
  3. Choose an account to switch to.
  4. If you don't see the account you want, click Add account or sign up to create a new one.
Android

Add or create your AdWords Express account

If you already have one or more Google Accounts, you’ll be prompted to sign in to one of them when you open the AdWords Express mobile app, or you can tap the arrow to switch to another account. Choose an account or select Add account and follow the steps on the screen to add another existing account.

If you’re new to AdWords Express, you’ll have the option to add your business information and create a new account when you open the AdWords Express mobile app.

Switch to a different account

  1. Open the AdWords Express app for Android.
  2. Tap theMenu button  menu at the top.
  3. Tap the arrow icon.
  4. Choose an account to switch to or tap Manage accounts to add or delete an account.
  5. Click Sign out.
  6. You may need to sign into AdWords Express again, using the other account's login email address and password.
iOS

Add or create your AdWords Express account

If you already have an AdWords Express account, you’ll be prompted to sign in to one of the available accounts on your mobile device when you open the mobile app. Choose an account, or if you want to add another existing account, tap the arrow and follow the steps on the screen.

If you’re new to AdWords Express, you’ll have the option to add your business information and create a new account when you open the AdWords Express mobile app.

Switch to a different account

  1. Open the AdWords Express app for iOS.
  2. Tap the Menu button menu at the top.
  3. Tap the arrow icon.
  4. Choose an account to switch to or tap Manage accounts to add or delete an account.
  5. Click Sign out.
  6. You may need to sign into AdWords Express again, using the other account's login email address and password.

Create an ad

When creating your ad, don't just add your business name in the headline and your products or services in the ad description. Your ad is the voice of your products and services, so make sure you’re speaking loud and clear about what you do best. 

Here are tips to help you write a winning ad:

  • Grab attention with your headline. This is the part of your ad people will likely see first, so it's a great opportunity to catch their attention.
  • Choose a landing page that matches your ad. Make sure the web page where people go when they click your ad (called the landing page) is directly related to what you're advertising in the ad.

    For example, if you're advertising a tour package to Alaska, link your ad to a page on your website featuring your Alaska travel deals with a link to book a trip. You'll also want to link to a clean, simply designed landing page. The easier you make it for customers to find what they're looking for, the more likely they are to make a purchase.

    Example of expanded text ad with callouts
  • Make the most of your ad description. Highlight what makes your business stand out from the competition. The more you can set yourself apart from competitors, the more likely your business will appeal to potential customers.

    Include specific prices or promotions, for example, any special deals you offer, such as low prices, discounts, exclusive offers, or free shipping. Communicate the actions you want customers to take on your site with a clear call-to-action. Using strong verbs like Buy, Call today, Order, Sign up, or Get a quote tells your customers what they can do on your site.

  • Capitalize the first letter of each word. Title caps can help your ad stand out.
Do it now: Create your ad
Computer
  1. Sign into your AdWords Express account.
  2. Click the Menu button menu at the top.
  3. If your business hasn’t been added to your AdWords Express account, click My business, and then click Add business.
  4. Follow the step-by-step instructions to describe your business.
  5. Next, follow the step-by-step instructions to select your audience, write your ad text, and set your budget.

TRY IT NOW

Android
  1. Open the AdWords Express app for Android.
  2. Click the Menu button menu at the top.
  3. If your business hasn’t been added to your AdWords Express account, click My business, and then click Add business.
  4. Follow the step-by-step instructions to describe your business.
  5. Next, follow the step-by-step instructions to select your audience, write your ad text, and set your budget.
iOS
  1. Open the AdWords Express app for iOS.
  2. Tap the Menu button menu at the top.
  3. If your business hasn’t been added to your AdWords Express account, tap My business and then tap Add business.
  4. Follow the step-by-step instructions to describe your business.
  5. Next, follow the step-by-step instructions to select your audience, write your ad text, and set your budget.

What to do if your ad is disapproved

Once you create and submit your ad, it goes through Google’s ad-approval process. You’ll get an email if your ad is disapproved. This means your ad isn't running. You might also get a disapproval email or alert in your dashboard if your business phone number isn't showing in your ad.

To get your ad showing to customers, you’ll need to edit your ad so it aligns to our advertising policies. Make sure to review the advertising guidelines that can apply to you and your business.

If the disapproval email is about your business phone number, make sure the phone number on your business website is correct, and then submit your ad again for approval.

Choose the geographic locations to show your ad

Make sure your ad appears in the places that your business serves, depending on your goal. For example, if you run a local dance studio for kids and want to reach customers that are within 15 miles from your business, you'll want to go to the "Target by distance from business" tab, enter your business' address, and then move the "Targeting radius" slider to 15 miles. 

On the other hand, if you offer consulting services over the phone and are willing to offer your services to customers across the country, you'll want to go to the "Target by city, state, or country" tab and enter your country. Choosing the location that's just right for your business helps you get the most value from your advertising investment.

Choose your products or services

In AdWords Express, when you create your ad for a specific product or service, that information is used to add relevant search phrases to your ad so your ideal customers are more likely to find you.

Search phrases

Search phrases are terms that describe what your business offers and help determine when your ad should appear to potential customers. You can view your search phrases and see how they're performing from your AdWords Express dashboard.

How searches are matched to your ads

When you sign up for AdWords Express or create a new ad in AdWords Express, you're asked to choose a product or service category. Based on that category and the content of your business' website, AdWords Express adds a list of "search phrases"--words or phrases related to your ad that customers might search for. Now, whenever people in your target area search with those phrases on Google or Google Maps, your ad can appear and help attract new customers to your business.

AdWords Express also continuously fine-tunes your account so you get the most out of your ads. For example, search phrases may be added or removed, click prices (also known as "cost-per-click") are dynamic, which means they'll change from time to time, and your ads will show in different places to attract your audience where they're more likely to see your ads.

Example

You're advertising your pet store with AdWords Express, and your list of search phrases includes words like pet food, pet products, and pet supplies. When someone searches for pet food on Google, your AdWords Express ad can appear.

Best practices

You'll want your ads to appeal to customers and accurately describe what you have to offer. Follow these best practices so your ads send the right message:

  1. Choose a relevant, specific business category. The product or service category you choose affects the search phrases associated with your ad, so be specific. For example, if you run a pizzeria, you should choose the Pizza restaurant category instead of the more generic category of "Italian Restaurant" or "Restaurant."
  2. Make sure your ad text matches your search phrases. Consumers tend to be drawn to ads that seem more relevant to their searches. So make sure your ad text (especially the headline) is closely related to your search phrases to catch the attention of people searching on those words.
  3. Include a strong call-to-action in your ad. In your ad text, you'll want to encourage customers to perform the action you want them to take on your site like make a purchase or sign up for a newsletter. A strong call-to-action tells customers what they can expect and nudges them toward action.
  4. Highlight a special offer or promotion. If you have something special to offer, make sure your customers see it. For example, you might be offering a 10% summer discount, an instant rebate, or a free gift with purchase. Calling attention to specific prices or promotions can help influence someone's decision to click your ad. The more you can set yourself apart from competitors, the more likely you'll appeal to potential customers.
  5. Try creating different ads to see which ones work best. If your business offers multiple products or services, you may want to create different ads instead of using the same ad. Also, it can be hard to capture everything you want to say about your business in a single text ad.  For example, with a car dealership, you may sell and repair cars. You'll then want to create a unique ad for each service so your ads are as relevant as possible.

    In each ad, try using different headlines or description text. For example, you could experiment with:

    • Trying different headlines or calls-to-action;
    • Including certain keywords or brands; or
    • Including specific prices or promotions.
Do it now: Choose your products and services
  1. Sign into your AdWords Express account.
  2. Click the Menu button menu at the top.
  3. Make sure the business you're looking for appears at the top of the "My business" drop-down menu. If not, click the name of the business, and then click the Menu button menu again at the top.
  4. Tap Dashboard next to the ad you want to view.
  5. Scroll the page down. Under "Your ad settings," click Edit in the "Product or service" card.
  6. Edit as needed.
  7. Click Save.
TRY IT NOW
  1. Open the AdWords Express app for Android.
  2. Tap the Menu button menu at the top.
  3. Make sure the business you're looking for appears at the top of the "My business" drop-down menu. If not, tap the name of the business, and then tap the Menu button menu again at the top.
  4. Tap an ad, and then tap Dashboard.
  5. Scroll the page down. Tap Edit in the "Products and services" card.
  6. Edit as needed.
  7. Tap Save.
  1. Open the AdWords Express app for iOS.
  2. Tap the Menu button menu at the top.
  3. Make sure the business you're looking for appears at the top of the "My business" drop-down menu. If not, tap the name of the business, and then tap the Menu button menu again at the top.
  4. Tap an ad, and then tap Dashboard.
  5. Scroll the page down. Tap Edit in the "Products and services" card.
  6. Edit as needed.
  7. Tap Save.

Set up call-tracking for your ad

AdWords Express helps you track calls from your ad by reporting on "call clicks" and "verified calls."

Call clicks are the number of times potential customers tapped the "Call" button in your ad from mobile devices. Knowing the approximate number of calls coming from your ad can help you understand your ad's effectiveness in driving business. Your ad can also generate calls by directing people to your website. But, those calls aren't included in this number.

On the other hand, verified calls are the number of completed calls from your ad, tracked by a forwarding number. When you answer an incoming call from your ad, it's counted as a verified call. Verified calls include calls that went through to your business, missed calls, and calls that went to voicemail. You also learn the call’s time, duration, and location.

By tracking these interactions in your AdWords Express dashboard, you can figure out how well your ads are attracting potential customers.

Do it now: Set up call clicks
  1. Sign in to your AdWords Express account.
  2. Click the Menu button menu at the top.
  3. Click the My business drop-down menu, and then click the name of the business you're creating an ad for.
  4. Click Create new ad.
  5. Follow the step-by-step instructions to choose your audience and write your ad text.
  6. On the "Track your ad" page, select Add call clicks.

    Important

    To see this option, you'll need to add a phone number first when creating your ad.

  7. Click Next.
  8. Follow the instructions to set your budget and finish creating your ad.
TRY IT NOW
  1. Open the AdWords Express app for Android.
  2. Tap the Menu button menu at the top.
  3. Make sure the business you're looking for appears at the top of the "My business" drop-down menu. If not, tap the name of the business, and then tap the Menu button menu again at the top.
  4. Tap Create ad.
  5. Follow the step-by-step instructions to choose your audience and write your ad text.
  6. On the "Track your ad" page, select Add call clicks.

    Important

    To see this option, you'll need to add a phone number first when creating your ad.

  7. Tap Next.
  8. Follow the instructions to set your budget and finish creating your ad.
  1. Open the AdWords Express app for iOS
  2. Tap the Menu button menu at the top.
  3. Make sure the business you're looking for appears at the top of the "My business" drop-down menu. If not, tap the name of the business, and then tap the Menu button menu again at the top.
  4. Tap Create ad.
  5. Follow the step-by-step instructions to choose your audience and write your ad text.
  6. On the "Track your ad" page, select Add call clicks.

    Important

    To see this option, you'll need to add a phone number first when creating your ad.

  7. Tap Next.
  8. Follow the instructions to set your budget and finish creating your ad.
Do it now: Set up verified calls
  1. Sign into your AdWords Express account.
  2. Click the Menu button menu at the top.
  3. Make sure the business you're looking for appears at the top of the "My business" drop-down menu. If not, click the name of the business, and then click the Menu button menu again at the top.
  4. Click an ad, and then click Dashboard.
  5. In the "Call clicks" card, find the description about setting up advanced call metrics.
  6. Click Try it.

If you haven't added a phone number yet to your ad, set up verified calls like this:

  1. Sign into your AdWords Express account.
  2. Click the Menu button menu at the top.
  3. Make sure the business you're looking for appears at the top of the "My business" drop-down menu. If not, click the name of the business, and then click the Menu button menu again at the top.
  4. Click an ad, and then click Dashboard.
  5. In the ad preview card, click the 3-dot menu and choose Edit phone number.
  6. In the "Call settings" dialog, enter your phone number.
  7. Select the Turn on verified calls checkbox and click Save.

If you already added a phone number but haven't opted into verified calls yet, set up verified calls like this:

  1. Sign into your AdWords Express account.
  2. Click the Menu button menu at the top.
  3. Make sure the business you're looking for appears at the top of the "My business" drop-down menu. If not, click the name of the business, and then click the Menu button menu again at the top.
  4. Click an ad, and then click Dashboard.
  5. In the "Call clicks" card, click the 3-dot menu and click Call settings.
  6. In the "Call settings" dialog, select the Turn on verified calls checkbox and click Save.
TRY IT NOW
  1. Open the AdWords Express app for Android.
  2. Tap the Menu button menu at the top.
  3. Make sure the business you're looking for appears at the top of the "My business" drop-down menu. If not, tap the name of the business, and then tap the Menu button menu again at the top.
  4. Tap an ad, and then tap Dashboard.
  5. In "Edit call settings," check the box Add call reporting.
  6. Tap Turn on verified calls at the bottom of the screen.
  1. Open the AdWords Express app for iOS.
  2. Tap the Menu button menu at the top.
  3. Make sure the business you're looking for appears at the top of the "My business" drop-down menu. If not, tap the name of the business, and then tap the Menu button menu again at the top.
  4. Tap an ad, and then tap Dashboard.
  5. In "Call settings," check the box Turn on verified calls.
  6. Tap Turn on verified calls at the bottom of the screen.

Set your budget

Keep your advertising costs under control with your AdWords Express budget.

How budgets work

With AdWords Express, you pay per click. This means the more budget you have, the more clicks you can get, which can lead to more sales.

Cost-per-click (CPC) can vary, depending on some factors, such as how many businesses similar to yours are competing and where your ad shows. A click on an ad running on the Google Search Network typically costs more than a click on an ad running on Google partner sites (also known as the Google Display Network). But, people who click on ads on the Search Network tend to be more interested in making a purchase, so your return-on-investment (ROI) can still be high.

Calculating budget

AdWords Express automatically adjusts your budget to show your ad on the Search Network, Google Maps, and Google partner sites as well as across desktop computers and mobile devices--ultimately, to help you get the best ROI.

It's important to choose a budget that you're comfortable with. If you start with a low budget, you may get minimal results. With a higher budget, you may get better results. Whatever budget you choose, AdWords Express will use it to help you get the most high-quality clicks possible.

Setting your budget

While you can choose any budget you want and can change it anytime, keep in mind that higher budgets will tend to make your ad appear more often and in more competitive places--helping to get you more clicks. The budget slider tool in AdWords Express shows what businesses similar to yours spend. That way, you can get a better sense of what budget you'd need to be more competitive.

Note

When you set a monthly budget, AdWords Express will show you the daily average equivalent in the product.

What happens if you change your budget

You can change your budget anytime, and the change takes effect within a few minutes.

Recommended budgets

When you create your AdWords Express ad, we'll recommend budgets based on the average number of clicks for your business type and your location. But of course, you can always specify your own budget.

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