Google Ads: How much do they cost?

If you've ever done a Google Search, I'm sure you've noticed that the results at the top say "Ad" next to the result. About 95% of my website clients ask me, "How can I get my website at the top of the page like that?" The answer is simple, you pay for it. Google Ads is a digital platform that allows you to pay each time you want your website to show up at the top of the Search. There are a lot of factors that go into it, however as a general rule of thumb, if you want to try the Google Ads platform you should set aside a very minimum of $500 per month, for at least 3 months. Full disclosure: depending on your industry and location, you may need to spend a lot more than that to see results.

Google sets advertising you advertising spend by day. According to Google, the definition of Daily Budget is "An amount that you set for each ad campaign to specify how much, on average, you'd like to spend each day." Ad clicks are generated by specifying keywords relevant to what your business offers. The image above shows a search for the keyword "pizza." So let's say the average cost to get someone to click your ad based on the keyword "pizza" is $2. That means your CPC (Cost-Per-Click) is $2. If you want to get 10 clicks on that ad per day, you need to have a daily budget of $20. To get your monthly budget spend, multiply that by 30.4 days, and you'd want to budget $608 per month for Google Ads.

Math Recap:

Ad Budget Math Recap

DAILY BUDGET = Average Cost-Per-Click x Number of Clicks Desired

MONTHLY BUDGET = Daily Budget x 30.4 Days

If you want to know how much the average Cost-Per-Click is for a specific keyword, go to Google Ads; Create a new Campaign; and you can begin to play with the platform. It will walk you through a quick setup and you do not need to pay for anything to see how much it will cost you. On average, you can expect a Cost-Per-Click of $1-$2, but I've seen them run as high as $50 per click for highly competitive keywords. Wordstream put together the list of the most expensive keywords of 2018- click here if you're curious what they are.

If you're managing the ad campaign yourself, then that's the total cost. If you're not experienced with the Google Ads platform, this can be a dangerous and very costly game. Often times it's best to hire someone who has digital marketing experience to manage your Google Ad campaigns. Ad campaign management by someone who knows what they're doing typically starts around $250 per month and increases with the number of campaigns you have/ad dollars you spend. Like snowflakes, every campaign is different so there is not one base budget for all businesses. As marketers we have to treat each case as its own based on location, advertising radius, industry and competition!

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