Search ads FAQ: how much does Google Ads cost?
When you hear people talking about Google Ads does it seem like they are speaking another language?
If you're new to it, Google Ads can seem confusing and daunting. Sound familiar? Then let's go back to basics. Over the next few weeks, I'll answer the most common questions that I get asked by clients when I start a search ads project with them.
Can you guess what the number 1 question is? Hint: it has something to do with budgets (to be honest, the post title gives it away).
That's right, it's "how much will Google Ads cost me?" It's an important question; independent businesses owners need to make every penny count. Here's what you need to know about the cost of running search ads.
Is there a minimum spend?
No, you can start from as little or as much as you like. Some advertisers like to start small by running a “test of concept” campaign, then increasing their budget when they see how Google Ads can help their business.
There isn't a "right budget", but when you’re working out how much to spend on ads each month, it helps to know how Google works out how much you need to pay when someone clicks on your ad.
How does Google work out how much I need to pay per click?
I'm glad you asked! When a searcher triggers an ad, all the search advertising accounts bidding on those terms enter into Google's Ad Auction. The auction takes a number of factors into account such as:
How relevant your ad is to the search query
Quality score
Keyword competition
The maximum you're willing to pay for each click
If you're in a competitive industry and a lot of people are bidding on the same keywords, you may need to pay more if you want your ad to be seen. Whereas, if you have a niche product and not many search advertisers are targeting your terms, you may be able to pay less.
On top of that, if your account is good quality and optimised for your target audience, you can secure a prominent ad spot for a lower cost per click.
"How much will Google Ads cost me?" is an important question; independent businesses owners need to make every penny count!
How do I work out a starting budget for search ads?
Keyword research is the answer. When done properly, keyword research will give you an idea of how much you can expect to pay for your target keywords. Once your account is up and running, you can refine and modify this depending on when you'd like to spend more or less. For example, some advertisers increase their budget at times when their product is in high demand and lower it during the off-season.
How can I optimise my account for a lower cost per click?
Another great question! I recently wrote a blog about this which you can check out for tips on how to lower your average cost per click.
If you're thinking about using Google Ads to give your brand a boost, get in touch today for a free consultation.