So How Much Does It Cost To Run A Google Adwords Campaign?


Two costs are involved.  The human factor involved in setting up, then maintaining or “optimizing” the campaigns is one cost.

Setting up a typical campaign with about 100 keywords is the first step.  We need to consult with you in person or by phone / Skype for about 1 hour to get a feeling for your business.  It’s important that we understand the types of customers that you do and don’t want to attract.

That starts with us compiling a beginning word list based on our conversation with you.  Typically that gives us about 20 – 30 key words and phrases.  Then we expand it to 100 or more words and phrases, immediately, using keyword tools.  Over the following 2 – 3 months, most campaigns will grow to 500 – 1000 keyword words and phrases…almost unimaginable isn’t it?  I did work for a lightning protection company whose campaign had about 7 keywords when I took over it.  Over a period of time, that keyword count went to about 900 words and phrases.  While running a report for them some months later, I found that visitors had come to their site using 390 of the different keywords I had added to their campaign– just in that one month…and many used the same keywords as each other, so there were a lot more total visits than that.  Then you add the visitors coming to the site from the “natural” or “organic” (free) search results, on top of that.

We will also enter up to one hundred NEGATIVE keywords as we figure out the types of searches you DON’T want to show up for.  Not all searches are good searches.  And you don’t want to pay for clicks that don’t make you money.

Consider the true story I heard about a company that was trying to sell custom made “night stands”.  It seemed that the visitors to the site weren’t buying as much as they should.  The owner had his Adwords advisor do an “exact search term” check to see what his visitors were actually typing in on their computers .  Turned out many of those visitors were looking for “one night stand”.  It only takes a couple of minutes to rectify a situation like that and drop those visitors like hot potatoes.

The second cost is what you pay to Google for visitors who click on your ads.  You only pay when someone clicks on your ad and is taken to your website.  Google’s supercomputers compare the price you’re willing to pay for a click on that word, multiplied by your “Quality Score” (a number based primarily on the percentage of visitors who clicked your ad when it showed up – your “click through rate”), to determine the price you pay.  Your cost per click will not exceed the bid you placed, averaged out.

Page one position for unusual words and phrases can often be bought for less than 50 cents per click.  Pretty competitive keywords and phrases may cost $1 to $3 each.  Super competitive keywords, such as many of those used in the mortgage industry, may run $5 –$ 7 per click.  Top positions for keywords related to plastic surgery and class action lawsuit clicks can cost over $100 per click.   Minimum cost per click is 5 cents.

(Right now, we have coupons from Google to use for new customers, so your first ad clicks are already paid for.)

Posted on by admin in Google Adwords, Pay-Per-Click, PPC