Question 1

How much does advertising on Google cost?

Accepted Answer

A Google Ads campaign is a tool that allows you to reach potential customers immediately. How much does advertising on Google cost? The budget we should allocate for advertising activities in the Google search engine is arbitrary. There is no specific cost for such an action, and determining the budget depends on many factors.
A Google Ads campaign is divided into several channels to reach the target customer.

Google Ads campaign in the Search Network – these are text ads that are displayed to customers who enter keywords into the search engine that we can include in our campaign. Ads can appear above or below search results. It's worth mentioning that the Search Network may display ads on Google partner sites, e.g. Onet group, Interia, etc.
Google Ads campaign on the Display Network – over 2 million websites that reach over 90% of internet users worldwide. In the Google Ads advertising network, we have several targeting options: contextual targeting – Google selects users to whom it will display your ads based on the keywords added to the campaign. For example, if you advertise sports equipment, Google will match relevant forums and websites to display your ads.
audience targeting. We can use already defined interests from the prepared lists available in the Google Ads panel.
steering by topics, here, similarly to interests, we also have the option of choosing a topic. There are many topics, so you can easily choose the appropriate field for displaying ads.
Placement targeting – thanks to this solution, Google allows you to select specific websites where your ads will be displayed.
demographic and geographic targeting – the advertising network allows you to even more precisely define the target that the ad should reach. We can determine age, gender and location, targeting devices – computers, mobile phones, tablets, IOs systems, Android. It is worth mentioning that in the advertising network we can combine all the above types of ad targeting. This strategy sometimes allows us to even better define the target group that our advertising is intended to reach.

Remarketing – Tracking Ads – Remarketing is part of the Google Display Network. Remarketing reaches users who have visited our website and left their cookie(s). Thanks to this, we can return to our customers and we have many possibilities, e.g. new users visiting the website, returning users, abandoning the cart, making recurring purchases, etc.
Google Merchant Center product campaign – this is a product comparison site placed on the first page of the Google search engine, just below the search result, above the organic results. The keywords for which the ads are displayed are taken directly from the product file generated by the Google Shopping store module and from the product subpage on the store.
Another channel for reaching potential customers is Gmail Sponsored Promotion advertising, i.e. advertising targeted at users who have Gmail. Ads on Gmail are displayed in the “offers” tab and are in the form of a newsletter. Only after clicking on the message does the full content of the offer open. Ad serving depends on targeting, similar to a Display Network campaign.
YouTube Campaign – The YouTube channel is viewed by billions of users. This allows you to reach a wide range of customers. YouTube campaign examples: Discovery ad – this video ad format appears in search results and YouTube video playback pages (right-hand sidebar).
In-stream ads – these types of ads appear at the beginning, middle or end of the video being played. Ads can be skipped after 5 seconds.
Bumper Ads – the newest form of advertising on YouTube, which is characterized by the fact that it is not skippable, as it lasts only 6 seconds. Similar to the in-stream format, ads appear at the beginning, middle and end of the video.
In a YouTube campaign, we can also book advertising space on the main YouTube page. The cost of such a reservation is several dozen thousand zlotys, and the implementation of such a reservation is carried out by the Google technical team. YouTube campaign targeting includes: keywords, topics (matches to YouTube channels), affinity audiences, location, demographics, and remarketing.

How much does advertising on Google cost – payment models The Google Ads campaign has several payment models that are used in the above types of campaigns. It is worth knowing them all, and it will certainly help us achieve our intended goal. There is no single right answer to the question of how much advertising on Google costs.
The most popular billing model is CPC (cost per click) – it means payment only when a user clicks on an ad. Displaying the message does not result in any additional costs. It is worth mentioning here that advertisers using the CPC model also specify the maximum amount they can pay for one click on an ad, the so-called Max CPC. Often, however, the amount per click is much lower than the suggested maximum we can pay. The final amount we pay for one click is the actual CPC.
Actual CPC – this is the minimum amount we pay in the auction to maintain our position.
In the CPC model, we can set our own per-click rates or use automatic bidding.

vCPM – (cost per mille) – means payment for 1000 viewable impressions of our ad. This pricing model works well for clients who want to build brand awareness. CPM is used in advertising campaigns.
CPV – (cost per view) – this model applies to YouTube campaigns and is related to the cost of viewing a video.
CPA – (cost per action) – cost per action. The fee is charged only when the user reads the ad, clicks on it and takes an action.

An important issue in budget planning for a Google Ads campaign in the CPC model is planning the budget and setting bids.
How much does it cost to click on the keyword we choose?
Google offers its users a free campaign planning tool, Keyword Planner. The tool not only helps in determining Max CPC, but also helps in searching for appropriate terms that we could use in the campaign.
Below are sample keywords from the tool: Rules for spending budgets in a Google Ads campaign In a Google Ads campaign, we assume a monthly budget. We also set a daily budget, so the Ads system will display ads until the budget is exhausted. Once the daily budget is exhausted, ads pause until the next day. The daily budget is treated as an average, so it may even happen that it is used twice when the Ads system notices higher traffic. However, you don't have to worry that this will double your monthly expenses. When the system decides to spend a larger daily budget on subsequent days when traffic is lower, it will save the amount spent.
As I mentioned earlier, the Ads budget can be unlimited and depends on the goal the advertiser wants to achieve. Thanks to its multi-channel nature, a Google Ads campaign can reach a very large audience, and thus encourage a potential customer to convert, which is the goal of our online activities.
We have different types of conversions, e.g. purchase, submitted form, entering the appropriate tab, subscribing to the newsletter, telephone call from an advertisement, etc. The campaign may focus on conversion, but also on branding, i.e. building brand awareness.
Below is an example of a local campaign where the monthly budget does not exceed PLN 1000 per month, and the effects of its activities result in an increase in queries on the website and a significant increase in the number of telephone calls made.
Industry: services/training Main channel: Search campaign Billing model: CPC Conversion: Form submitted As you can see in the attached image, the campaign spends approximately PLN 700 per month, and the expected results are satisfactory for the client and amounted to 17 conversions on the website.
Now you know how to plan your activities and how much advertising on Google costs, so don't wait and start advertising with Ads today!

Question 2

What determines the cost per click in Google Ads?

Accepted Answer

Although bidding is often mentioned in relation to Google Ads campaigns, the final cost per click is influenced not only by the declaration of the maximum amount that we are to pay for one click on the ad. Equally important is the campaign quality score.
What makes up the cost per click in Google Ads?
The cost per click is influenced by the maximum amount we are willing to pay for a click and the campaign's quality score. The relationship between these factors is usually expressed by the following formula: [maximum amount per click] x [campaign quality score] = cost per click So what elements would make up the campaign quality score? Some of the most important factors include: historical account quality score, keyword quality score, ad quality score, account-wide spend, keyword CTR, ad CTR, keyword relevance, ad relevance, landing page relevance, and many other factors.

A factor that significantly influences the cost per click, but which is beyond the control of the campaign manager, is the competitiveness of a given industry. When advertising e.g. A law firm in a large city is unlikely to achieve a rate of PLN 0,29 per click, even with a very high campaign quality score. However, a well-configured and run Ads campaign can provide better positions and results at lower costs.
The competitiveness prevailing in the industry is an important element that must be taken into account when planning a campaign budget. A limited budget in the case of competitive industries may mean a lack of satisfactory campaign results and, consequently, discouragement from using Google Ads.
Google Ads campaigns for approx. 3000 PLN Does a budget of 3000 PLN for online advertising make sense? Questions about budgets are some of the most common questions I hear as a Google Ads campaign specialist (and now a Product Designer). Business owners, marketers, and sales professionals across various industries often struggle with deciding how much budget to allocate for online activities, especially at the beginning of their Google Ads journey. That's why I decided to dispel doubts and describe whether cheap online advertising can bring results.

Google Ads for PLN 3000 – the budget says it all Google Ads campaigns with a budget of PLN 3000 are ideal for companies operating locally, but where the competition is a bit higher, so you need to fight for your position in the search engine. It may be, for example, a company selling real estate/developer in Poznań or another larger city. We assume that he is looking for clients in the Greater Poland Voivodeship, so we are targeting that area with our advertising.
 
At Verseo, for companies within a given budget, we most often recommend advertising on the Google search network and remarketing. Depending on the specific case, location and website traffic, we usually allocate around 20% of the budget to remarketing at the beginning, and then verify these assumptions and possibly modify them depending on the results. By adopting this strategy, even cheap online advertising often brings good results.
 
What are the main advantages of this type of advertising campaigns?

We can freely specify the location where the advertisement is to be displayed and exclude those cities or provinces where we do not want to promote our offer. We tailor the display of ads in a given area, allowing us to reach the people who are potentially most interested. We therefore eliminate cases in which our ad would appear to people looking for apartments in another city.
 
we can edit the content of the ad at any time, for example by entering content that is important from the recipient's point of view or referring to current events or tempting with promotions.
 
Moreover, we can pause or reactivate an advertising campaign at any time (if, for example, a given sales stage is finished), if necessary, we can precisely define the hours and days of displaying ads (based on customer analysis and the time when they most often look for new apartments, we can adjust the display of ads precisely to these hours and days), we can also select or exclude devices on which our ads are to be displayed (e.g. we can use smartphones, tablets, smartphones, tablets, etc.). If we want to display ads on various keywords (e.g., display them on computers, mobile phones and tablets, but if necessary, we can exclude some of them or reduce the bids on those with low traffic or no conversions), we can select multiple keywords, and since we assumed in the settings that the ad would only be displayed in the vicinity of Poznań, we do not have to limit ourselves to combinations of words containing the city name, e.g.: two-room apartment, new apartments, three-room apartments, cheap apartment, apartment for sale, turnkey apartment, etc.
 
adding extensions to ads, such as By expanding connections, we can make it easier for potential customers to contact our representative.
 
In remarketing we can use a completely different message than in the search network. Based on the customer journey model, in remarketing we can tailor content to those who have previously visited our website and become familiar with our offer.

Google Ads campaigns for PLN 3000 – other advantages for local activities: we pay for advertising only when someone clicks on it, so it is relatively cheap advertising on the Internet.
 
in the Google Ads system we can measure which keywords customers use to send us an inquiry and thus try to calculate the cost of acquiring one customer.
 
By using both the Google Ads advertising system and the Google Analytics analytical system, we can precisely track what users do on our website and how they arrive at it.
 
By tracking and monitoring traffic, we can make decisions that reduce the costs of advertising campaigns. For example, by checking which keywords are generating sales, we can pause less effective words and reduce costs or have additional budget for testing new words.
 
During advertising campaigns, we have constant access to their results and can quickly respond to market changes or changes in user behavior. We also see how a decrease or increase in our prices affects decisions about purchasing apartments. We set the maximum allowable budget in the system, thanks to which we have constant control over it and, by definition, cheap advertising on the Internet does not suddenly turn into too large an investment.
 
we can test different advertising messages and check what content and how the ad texts are arranged perform best.
 
We collect accurate information about what works best for our company. Thanks to this, we know, for example, which keywords are worth using in the process of positioning our website.

Google Ads campaigns ensure high competitiveness in Google search engine as advertising can help your website rank at the top of the results, thus increasing the number of people visiting it. This is one of the quickest ways to stand out in the eyes of potential customers, especially if our offers are seasonal or may soon no longer be available.
 
Moreover, if we operate in a relatively competitive market, we must take into account that many of our competitors are probably already using several advertising channels. This does not mean, however, that in order to break through we have to invest the largest possible budget in the campaign. What matters is the optimization of advertising campaigns, which involves analyzing results and rates and adapting them to user behavior.
 
It is also important to remember that the budget is important, but the quality of advertising campaigns also matters, because a high-quality advertising campaign (compliant with Google's rules and built on the basis of good practices) allows you to ultimately appear in high positions for slightly lower rates (than if the ads were of poor quality).  It is therefore important to take care of quality first and foremost and to adhere to, among others: to Google recommendations that appear in the account and good practices developed by the specialist's experience.
Google Ads for approx. PLN 5000 For smaller or medium-sized stores, a common starting budget suggested by Google Ads specialists is PLN 5000. (of course, it depends on the industry, so for the purposes of this article we chose a store profile that could definitely start with this amount).

What advertising solutions do we offer within a Google Ads budget of PLN 5000?
 
When cooperating with online stores, we primarily take into account the size of the store (i.e. the number of products we want to advertise), industry competitiveness, product types and prices, and the customer's purchasing path.  We therefore adapt the type of campaign and advertising content to what and where we are promoting, what stage of the customer's purchasing journey they are at, and whether we are advertising products purchased regularly or as a one-time purchase. To promote online stores we most often use: product campaigns (so-called Google Shopping / PLA) – the most popular and effective campaigns for advertising online stores and presenting Internet users with specific products along with their photos and prices, search network campaigns – text ads targeted at customers at the initial stage of the purchasing path who are just looking for information about a given product or who use general keywords or phrases containing the brand name, remarketing – graphic ads targeted at customers who have visited our website, viewed products or added them to the cart but have not finalized their transaction or at customers whom we want to encourage to purchase our product again.

Depending on the purpose and case, the PLN 5000 budget is divided accordingly between the above campaign types. Most often, the largest part of the budget (up to 70%) is allocated to a product campaign (because this type of campaign is the most effective method of promoting online stores and the driving force behind traffic and sales on the website).
 
Another approximately 20% of the budget is allocated to remarketing (it is worth noting that the remarketing budget will vary depending on the industry – the more expensive the product we advertise, the longer the path to its purchase may be. Many people buy more expensive products, e.g. furniture, household appliances, or electronics, he definitely compares the competition more, checks the offers of various price comparison websites and needs more time to think. In this situation, it is worth returning to them with advertising a bit more intensively or preparing a separate offer for the abandoned cart). The last 10% or so of the budget is allocated to branded text ads (a huge advantage of branded ads is that they are very cheap to click, so even with a minimal budget you can generate quite a lot of traffic and sales from them).
 
You're probably wondering where the budget for non-branded text ads went? Well, with medium budgets (yes, PLN 5000 for e-commerce such as window coverings is not a very large budget at all), we most often invest in product ads first. After collecting the appropriate amount of data, we verify the campaign settings, budget distribution and consider whether it is worth adding another campaign in the search engine, e.g. on keywords related to the products that sell best in a product campaign or those that the customer wants to focus on the most.
 
What are the main advantages of the campaigns described above?

You can target campaigns to people at different stages of the purchasing path, adapting advertising content and ad formats to them. You can precisely specify the content of ads for a given target group and present your products in the form of interesting graphics. Thanks to interesting advertising texts and a properly constructed call to action, people who encounter your ads know what they should do after clicking on them. Thanks to product ads, you save costs – internet users who see product ads can already see their image and price in the search results. If they decide that they don't like the product or its price is too high, they won't click on the ad, and you won't pay a penny for the display without a click, you can direct internet users to the appropriate subpages dedicated to the products they're searching for. This saves potential customers time and eliminates the frustration of having to click through various subpages, which could effectively discourage them from shopping in your store. You can test various advertising content options, and therefore, after a given campaign period, identify the best-performing ads and pause those that are ineffective or generate excessive costs. There's nothing stopping you from temporarily or seasonally pausing a campaign. Changing or adjusting the budget for the entire campaign or a specific part of it is also easy. Using the keyword planner, you can search for phrases most frequently entered by users searching for curtains. This allows you to precisely determine the rates per click on an ad displayed for a given phrase when running a campaign. Therefore, you have complete control over your rates per click, and therefore, over your overall campaign budget. Thanks to ad extensions, you can present additional information that didn't fit in the ad text. Moreover, extensions will increase the advertising space and make the message more interesting (e.g. (Call extensions allow you to add information about free delivery, and call extensions allow you to directly contact the hotline in case of additional questions about the product) Additional advantages of Google Ads campaigns for smaller or medium-sized online stores: using the Google Ads system and the data available in Google Analytics, you can thoroughly analyze how users who arrive at your website behave and how they behave on it.
 
campaigns conducted in the Google Ads system for online stores provide the opportunity to view statistics. With so much data on buyer behavior, you can adjust ad content and formats, and decide whether to withdraw specific products or introduce additional ones.
 
in the case of a curtain store, the campaign can also be targeted at people who are looking for similar products, e.g. related to: with finishing or decorating the house. So if we sell a given type of product, we can also target ads to people who have searched for similar items or may be potentially interested in redecorating or renovating their house/apartment.

Question 3

How to get 20% cheaper clicks on Google Shopping?

Accepted Answer

By running Google Shopping campaigns, your products will appear in Google's general search results and in the Shopping tab. When users enter a phrase of interest, such as "curtains for the living room," product suggestions will appear at the top of the results. The ads displayed are those that—thanks to a properly set bid per click—participated in and won the auction for the right to be displayed (YES, advertisers submit their ads/products to compete for a spot in the ad space).

Using Verseo CSS gives you an advantage right from the start. How is that possible?

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By adding products to the Verseo CSS price comparison tool , your shopping campaign costs are 20% lower compared to Google's price comparison tool (because Google's markup doesn't apply). Therefore, if you're running an online store and planning your first advertising campaign for PLN 5000, it's worth taking advantage of this offer and lowering your investment costs right from the start.

Question 4

What makes up a Google Ads campaign budget?

Accepted Answer

The budget for Google Ads advertising campaigns consists of two elements.

The cost of displaying ads on Google Ads

The first is the cost of displaying the ads themselves. Fees are charged only when the viewer performs the desired action—usually clicking on a link or banner and visiting your website. This fee is similar to that for "advertising space" in traditional media, such as print or billboards.

Commission for handling Google Ads campaigns

The second component is the cost of managing a Google Ads campaign through a marketing agency. This fee covers the work performed by specialists to:

developing campaign assumptions,
preparation of advertisements (e.g. content for text ads / graphics for advertising banners),
configuring the campaign in the system – so that it brings maximum return on investment,
monitoring its progress and making changes to optimize the campaign.

The budget for a Google Ads campaign is always established before it begins. If the need arises to expand the budget, the marketing agency confirms this with the client. Therefore, you don't have to worry about unexpected expenses.

Google Ads Campaigns and Budgeting

So if someone asks whether a campaign costing several thousand złoty makes sense for a local business with more competition, the answer is definitely yes! Google Ads allows us to control the costs of acquiring customers and driving traffic to our website. This allows us to adjust our budget accordingly, reducing it if necessary, or increasing it if we want to collect more search queries in a given period. This makes Google Ads a cost-effective way to advertise online.

However, we don't have to "read the tea leaves" and allocate huge budgets to a campaign without knowing how the competition operates. After the first month of running an advertising campaign, we should collect enough data to more easily determine the necessary budget in the following period.

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Google Ads Pricing - FAQ

How much does advertising on Google cost – billing models

How much does it cost to click on the keyword we choose?

Rules for spending budgets in a Google Ads campaign

What makes up the cost per click in Google Ads?

Google Ads campaigns for around 3000 PLN

Google Ads for PLN 3000 – the budget says it all

What are the main advantages of this type of advertising campaigns?

Google Ads campaigns for PLN 3000 – other advantages for local activities:

Google Ads for about 5000 PLN

What advertising solutions do we offer within a Google Ads budget of PLN 5000?

What are the main advantages of the campaigns described above?

The cost of displaying ads on Google Ads

Commission for handling Google Ads campaigns

Google Ads Campaigns and Budgeting

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