Now, it’s easy to see that the PPC rates of a Google Ads campaign depends on a number of factors. In this example, you end up paying about 40 cents less per click than your max bid. To determine the amount you pay per click, Google uses a simple formula: (Ad Rank of the ad below yours) / (Your QS) + $0.01. It’s also important to note that you can end up spending less while earning a top position if your ad has a high QS. For example, if your maximum bid for a keyword is $2, and you have an ad QS of 10, your Ad Rank is 20.įor a single auction, the advertiser with the top Ad Rank will win the top advertising spot. In short, the Ad Rank formula = (your max cost per click (CPC) bid) x (your ad’s QS).
Essentially, your quality score is a combination of your ad’s relevance to the keyword that triggered it, click through rate, and the quality of the landing page visitors see after clicking your ad. In addition to your max bid, Google considers your quality score (QS) when determining ad placement. Since PPC targets people who are already searching terms related to your business, it will help you reach more qualified leads - people who are most likely to purchase your products or services.
While industries like legal and rehab should expect to pay upwards of $30-$40 per click for PPC, less competitive industries may only pay a few cents per click. In other words, you won’t waste money trying to market to people who aren’t interested in your products or services. One of the best parts of using Google Ads is that you only pay when people click your ads. If your bid is among the highest for a keyword or phrase, it will appear at the top of search results with a small tag that shows it’s a paid ad. Then, you set a maximum bid for how much you’re willing to pay each time someone clicks your ad. With Google Ads, you choose the keywords you want to trigger your ads. Typically, the Google Display Network is cheaper, with an average CPC of less than $1. If you’re looking to advertise on the Google Search Network, you can expect PPC costs of $1 to $2 per click. Google Ads is one of the most popular ad networks for PPC marketing. Depending on your marketing strategy, for example, you might have plenty of traffic (and sales) coming from other channels, like search.Įvaluate your company’s budget, goals, and industry to determine what spend makes the most sense. Just because the average business invests a certain amount into PPC each month doesn’t mean your company should. How much you pay for PPC depends on several factors, including:
How much your business invests in PPC advertising will depend on your size, industry, and even ROI of other strategies, like SEO. Keep in mind, the above are averages - not recommendations or standards for your organization.
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