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AdWords differs from traditional forms of advertising. It doesn't come with price lists or rate cards. Instead, our standard pricing model relies on a cost-per-click (CPC) based auction. You'll start by choosing a daily budget you're comfortable with, and then change it at any time. There's no minimum spend and you're not locked into a contract. With Google Adwords, you only pay for results. With ads on Google you're not charged when your ad is displayed, but only when someone clicks on your ad to go to your website. In other words, you only pay when your advertising works.
We set cost-per-click prices via an automated auction system. As an advertiser, you get to specify the maximum amount (max CPC bid) you're willing to pay for each prospective customer that visits your website by clicking on your ad. This bid then determines how high up on the search results page your ad appears, which eventually determines how often people notice and click on your ad.
Ad types Google ads aren't one-size-fits-all. There's a whole range of available ad types that you can choose to adopt, from placing a text ad next to search results to reaching web-browsing customers with eye-catching image ads, and even advertising on YouTube. Once you're ready, you can choose what ad types are right for you.
Ads, like keywords, help people decide if your business is what they're searching for. If you offer several different products or services, try creating a unique ad for each one. A hotel, for example, might want to create one ad for beginners and another for more advanced classes.