UK & Germany Get Google AdWords Express

Google's AdWords Express product, launched in July in the US, designed to allow local businesses to help nearby searchers find their business website or Google Places listing.  The advertiser gives Google some basic information about themselves and their site - location, ad headlines, business details, and monthly budget - and it will build them an AdWords ad that will appear in relevant searches, and also appear in Google maps indicated by a blue pin. As with other AdWords products, advertisers pay when users click on their ads and AdWords Express will manage the campaign for them.

Aimed at getting small local businesses into using Google AdWords with the minimum of fuss and expense, the service has only been available in the US for the last few months. However, Google have now announced they are making the service available to all UK and German advertisers.

If businesses are new to the web and have a small budget, it is a good way to gain some experience in what works and what does not in driving traffic. Businesses do not even need to have a website, as traffic can be driven to their Google Places entry instead. The service also estimates a monthly budget, so no nasty surprises for novice AdWords users either. We anticipate that many small businesses will want to migrate to bigger pastures once they have some experience - certainly, developing a dedicated website for example, once significant traffic is generated - but as a gentle introduction into the world of SEO and PPC, it can only be a good thing.