Google Ads
Google advertising nowadays (also known as Google AdWords / Google Ads) is an essential investment for many businesses. As the internet enters more and more our lives, businesses face increasingly fierce competition. Having an efficient website is a must for any business. But a website alone cannot guarantee the growth of a business. In addition, if a company is determined to invest in SEO services, it will take a long time to reach the desired result – the acquisition of significant organic traffic that will bring sales. For faster results, it is important for every business to invest in an online advertising strategy. Google Ads is a tool that Google offers to businesses that want to advertise their products and services online. Many advertising companies offer this service but they do not always provide it with the aim of quality result.
Google Ads Cost
How much does advertising on Google cost? It is a reasonable question we often hear, especially from businesses that are preparing to promote their products or services on the internet for the first time through Google ads. It is essential for a business to be able to calculate the cost of such advertising exposure. That’s why we will initially answer this question based on our experience, and then provide additional information related to the factors that affect the cost of such advertising.
Firstly, there are two costs that a business should take into account when wanting to advertise on the Google network.
- The cost for the service provided by the company that will handle its execution.
- The cost for the advertising budget allocated to Google.
Usually, the second cost is a multiple of the first.
The cost of advertising on Google varies greatly from country to country and from subject to subject. The lowest cost at which we, at Tryseo, can undertake such a project is:
– For execution: €100/month
– With a minimum budget on Google: €150/month.
Such costs are for very small websites that want to test Google advertising and primarily focus on services provided locally in major cities in Greece (e.g. Athens, Thessaloniki). We make this distinction because we have managed to deliver results to our clients even with such low overall advertising budgets and under the right conditions (e.g. appealing website presentation, well-crafted content, professional services, etc.).
When a website promotes services at the local level, it’s easier for us to achieve results that help the client grow (e.g. receiving inquiries via phone or contact forms to request quotes or additional information).
– €130/month for execution
In such cases, the minimum costs are:
– €120/month for execution
– €300/month for the budget.
In theory, the Google budget could be as low as €50/month, but with such figures, we can’t effectively test campaigns, draw conclusions, and consequently, speak about results that would satisfy the client.
For simple locally-focused websites promoting services, in order to make a good initial effort towards visibility, we suggest:
– €100 per month for management, and
– €300 per month for advertising budget on Google.
In this case, we will connect the advertising and the website with Google Analytics, enabling us to track the performance of the advertising campaign through Google Analytics. This step is essential to understand the effectiveness of the advertising.
For e-commerce websites, if the client has the capability, the typical recommended budget for a new site is:
– €130 per month for management, and
– €500 per month for advertising budget on Google.
This is because, depending on the number of products listed, experimentation and various campaigns will be necessary to find approaches that yield results. Additionally, in e-commerce, creatives need more frequent updates compared to websites promoting services.
Other factors that influence the cost of managing Google Ads
- Number of banner creations per month.
- If video creatives need to be created and their number
- Whether premium tool licenses are needed, which may be necessary for certain accounts.
- Whether we need to suggest or create landing pages on websites.
- If there are specific requirements for monthly reports requested by the client.
Factors that generally affect the Google advertising budget
The way Google charges for each click is multifaceted and influenced by various conditions. The main ones include:
- The industry/niche of the business.
- Customer lifecycle
- Current trends
- Effectiveness of the advertising account management.
In general, products or services that can yield higher profits, not only from the first sale but also over time, are more likely to have higher cost per click. In Greece, the cost per click on keyword targeting can start from €0.08/click and can go up to €4-5/click. So fae, we have not seen lower costs than these. Typically, for e-commerce, the cost ranges from €0.15-0.30/click, and for services (depending on the industry, geographic targeting, etc.), it’s around €0.20-0.50/click.
Costs for websites with specific requirements
There are cases with specific requirements. For example:
- A website that is already advertised and performing well, and its Google budget is higher than the aforementioned amounts (e.g., could be already more than €1000 or even €5000, etc.).
In such cases, a discussion takes place with the client to understand their needs. It’s also reasonable to determine if the client allows us to access their advertising account to make a proposal. This is mainly because our service is time-based, and websites that have been in the field for a while or can bring very good results have more requirements.
- A website that is not built on WordPress, is multilingual, and the client wants to promote it in different countries and languages.
- Specialized sites like business directories with different focuses.
- Large informative sites / newspapers, etc.
In general, some specific website cases require more information and a small investigation on our part to calculate the appropriate cost for Google advertising based on the individual circumstances.
We won’t delve into further details about other potential factors that might influence the cost of Google Ads clicks since that would require technical explanations beyond the scope of this text.
Google Ads Rates
“Please check the following Google advertising service packages that we offer for businesses looking to try Google ads for the first time, and feel free to contact us.”
Why should I choose Google Ads?
The dynamics of Google Ads advertising
In order to understand how powerful the power of Google ads is and how necessary they are for every company. Google’s reach is huge. This means that the potential to reach the target audience is also huge. Some interesting statistics about Google ads for the year 2017 based on statstica.com:
The importance of the Google network by channel
Google’s influence on US economic activity
In 2018 Google’s search and advertising tools helped power $335 billion in economic activity for 1.3 million US businesses, website publishers and nonprofits.
No business is willing to invest in something that does not bring profit. Sooner or later if Google ads didn’t boost business profits, businesses would stop investing in them. In fact Google ads are so successful that they make and keep a company like Google profitable. And they keep it not only profitable but also in rapid growth.
How Google advertising works
Google ads and the main types of advertising.
Where I can present my ads through the Google Ads network
The following are the marketing channels in which we can display Google Ads in order to reach potential customers.
Google search engine
Google search engine
Ads that appear in Google search results are text ads. They appear at the top and bottom of the results.
Google Display Network
Google Display Network
Display Network ads are primarily banner ads (images with text) and can appear on almost any informational website (almost 77.8% of US websites).
The YouTube channel
The YouTube channel
YouTube ads can be in the form of banners or video ads, or in text. 81% of the world’s population visits YouTube at least once every 30 days.
Google Maps
Google Maps
“Google Maps allows businesses to showcase information such as company details, photos, videos, posts, etc. Using Google Maps ads on this channel enables advertisers to influence the ranking of this information within the Google Maps results.”Google Shopping
Google Shopping
This is a special category of ads that presents product information available in ecommerce websites in the Google search engine results. This service has become extremely valuable for e-commerce sites in the countries where it has been enabled.
Google Ads for Apps
Google Ads for Apps
Google Ads ads can also appear inside Apps. Within the apps we can advertise either apps or other products / services we offer. This channel is very useful when running advertising campaigns aimed at popularizing a brand.
Website advertising services
Other website advertising services we provide using different channels.
Website Advertising Packages
Then see the website & eshop advertising packages we have available. For more information and clarifications contact us.
How can we target prospective customers with Google ads?
There are various possibilities as to how we can target your prospects. Below we briefly present some of the features provided by Google ads:
Targeting keywords when searching on the Google search engine:
We may choose to show our ads to users who search for keywords on Google or its partners’ search engine. In this way we can find users who are looking for some of the services or products offered by a company or even information that may be relevant to what a company offers.
Example: If we want to promote a business that provides furniture making services in Thessaloniki, we could choose to show our ads only to people who are in Thessaloniki and search using the words “furniture making” or “furniture maker”.
Location:
We may choose to show an ad to a user based on where they are when they search. We can target countries, cities, and even within a radius of an address. And we can further improve our targeting by selecting users who are either in the location we are interested in or are interested in the services/products we offer in a particular location.
Example: I want to show an ad for ‘home renovation’ services to users in Athens within a 4km radius of my business.
Language:
According to Google, language targeting allows us to choose the language a user reads when online or the language they type. Google will serve our ads to users who use Google channels (such as Search Engine or Gmail) or visit websites on the Internet that display their content in our desired language. The combination of location and language is very important when we need to target foreigners in a location!
Example: I want to show my ads only to users who are foreigners and are in Athens. In this case I could be interested in finding tourists looking for airbnb rentals in Athens etc.
Appliances:
We may also present our advertisements to users who surf the internet using specific devices or device models. Example, users using a laptop or desktop computer, users using a tablet, mobile or even android or iphone mobile models. This campaign targeting feature is also very interesting for local businesses that want to find potential customers who are looking for services or stores through Google maps on their mobile.
Example: Showing ads for expensive men’s clothing to people using the most expensive iPhone devices.
Days and Time:
We may choose to show our ads only on certain days of the week or at certain times of the day.
Example: If we want to promote a business that mainly sells coffees and breakfasts on a five-day basis, we can choose to run our ads only in the morning hours from Monday to Friday.
Demographics:
We may also choose to show our ads to a specific audience by targeting demographics such as age, gender, parental status.
Example: If we want to promote a business that sells women’s underwear and swimwear for young ages, we can limit our ads to only women and specify a minimum and maximum age.
Interests:
We may also choose to show our ads to people who have specific interests. Interests are something Google’s AI algorithms detect based on a user’s online behavior (the web pages a user visits). Interests are categorized within general categories (affinity type) but also in-market interests when it comes to a user doing market research to buy something that interests him. We can also build custom audiences by targeting users who visit specific websites or search for specific keywords.
Example: If we want to promote a camping business, we can choose to show our ads to people who like camping or who are looking for camping products or looking for camping etc. Or if we want to promote a gym and are not sure who the target audience is, we can target the audience of the gym’s competitors and show our ads to users who have the same interests as the profile of users visiting their sites gym competitors.
Topics / Keywords:
We may choose to display our ads on websites that present information on a particular topic or on pages whose content includes important keywords of interest to us.
Example: If we want to promote an international freight forwarding company, we can choose to show the ads to users who are interested in topics related to imports and exports, or to pages that contain specific vocabulary related to imports / exports.
Placements / Websites:
We may choose to display our advertisements only on certain websites.
Example: If we want to promote products for newborns, we can choose to display our ads only on certain websites / portals that provide useful information to mothers.
Remarketing:
We may also choose to display advertisements to users who have already entered our website.
Example: If a user has visited a lawyer’s website and reads some pages related to employment rights, then after the user exits the website, we may show that user advertisements that showcase the lawyer’s expertise in employment rights.
The great power of Google ads comes from the ability to combine all of the above ways of segmentation/audience targeting and the ability to display ads on a huge base of web pages. For this reason Google ads should be considered an investment for a company and not an expense.
Why Google Ads are important for a business
Because they allow us to instantly reach a huge audience, globally and locally, and they also allow us to select the audience that is the best possible prospect for our business. The possibilities we have as advertisers are “endless”. Most important of all, we can track the performance of our ads to such an extent that we can assess at each stage how profitable they are. Our conclusion regarding the profitability of Google ads is based on statistics and based on these data we can modify our ads aiming for a better result.
Google advertising by professionals
Many businesses have tried promoting their products/services using Google ads and did not see the desired result. They failed to create profitable campaigns which is often due to the quality of the services they purchased. Google Ads is quite a complex tool. To learn it requires many hours dedicated to theory as well as hours of practical practice which, however, cannot be implemented without real projects. A professional advertiser who has spent a lot of time in Google Ads has the necessary experience and can create successful advertising campaigns with the first attempts at a client account. It is important for customers to understand that the amount they pay a company to provide advertising services through Google Ads essentially corresponds to the time that an employee of a company can deal with the customer per month. The smaller the amount, the less time an advertiser has to deal with the client’s campaigns and find the recipe(s) that will bring a profitable result. Advertising packages that essentially limit the services provided by an advertiser in relation to the capabilities of Google Ads / Google Adwords cannot guarantee the best possible result for a business and consequently many times these packages are also the reason why businesses do not they see a result from Google Ads.
Google advertising services combined with SEO services
Google Ads / AdWords is the perfect tool that can immediately test an SEO strategy. Businesses can use Google ads to check whether the target audience will react in the desired way when they visit a website. Google ads are the perfect way to test the effectiveness of landing pages. In addition, the use of Google Ads can display additional keywords in real time that can be very interesting for a business because they can lead to sales / conversions.
Interested in Google Ads advertising services?
If you are interested in trying out the Google advertising services we offer, “contact us” by filling out the contact form and we will get back to you.
Do you want to learn more? Read also our article ‘How much does advertising on Google cost?’ for more information.
Our projects
See below samples of our work and the results we achieve.
