Google AdWords Express, formerly known as Google Boost, was introduced in July 2011. It may be considered as a lite version of AdWords, particularly aimed at assisting local small companies in establishing an AdWords marketing presence with a very quick ramp-up period, generally fifteen minutes or less. As AdWords grows more complicated, it becomes increasingly difficult to characterize it as a simple, self-service platform. AdWords Express is Google's attempt to simplify things for the average user. Small companies with a local focus, a limited budget, and little time or resources to manage AdWords are ideal candidates for AdWords Express.  In AdWords Express, Google chooses the keywords depending on the categories you've matched to your company. Google also suggests a budget depending on your categories; however, you are free to specify whatever budget you like. All AdWords Express campaigns are set to show advertisements within 25 kilometers of your company location by default; this cannot be changed.