Google AdWords Pricing, Features, Reviews & Comparison of Alternatives

Google AdWords

PPC campaign management

4.36/5 (190 reviews)

Google AdWords overview

What is Google AdWords?

Google AdWords is a SEM (search engine marketing) tool used to manage PPC (pay per click) ad campaigns hosted by Google. Through the online software you can create a Google ad with your chosen company details, such as keywords, ad text, map, phone number, and company hours, or with simply some text and a link.

You can decide which keywords trigger your ad to appear, using the Google keyword bidding system to appear higher in search results for popular keywords. You then define a daily budget that will only be consumed once someone clicks on your ad or calls your phone number. You can also pay per impression (then number of time your ad shows) or per acquisition (conversions on your site).

You can run a basic ad campaign or use advanced features to set up a more extensive campaign. You can choose to show your ads on Google and the Google Network which includes Google sites like Maps and Shopping, as well as YouTube, Blogger & Gmail. You can also display your ads on websites your target audience visit, in specific locations, and to specific audiences.

Pricing

Pricing options
Free
Value for money
View Pricing Plans

Devices

Business size

S
M
L

Markets

United States, Asia, Australia, Brazil, Canada and 8 other markets, Europe, Germany, India, Japan, Latin America, Mexico, Middle-East and Africa, United Kingdom

Supported languages

English, Arabic, Czech, Danish, Dutch and 20 other languages, Finnish, French, German, Hebrew, Hungarian, Indonesian, Irish, Italian, Japanese, Korean, Norwegian, Polish, Portuguese, Russian, Spanish, Swedish, Turkish, Ukrainian, Taiwanese, Thai
Google AdWords screenshot: Track costs and clicks in Google AdWordsWhat is AdWords?Google AdWords screenshot: Track your campaign in Google AdWordsGoogle AdWords screenshot: Google AdWords display ads in search resultsGoogle AdWords screenshot: Set up your campain in Google AdWords

Google AdWords reviews

Value for money
Features
Ease of use
Customer support
  4.1
  4.4
  3.8
  4.0
David Kritchevski

Adwords is amazing..

Used daily for 2+ years
Reviewed 2020-03-11
Review Source: GetApp

Overall it’s been amazing but the customer service reps and recommendations system leave a bit to be desired.

Pros
I run an agency where our bread and butter is doing AdWords search campaigns for clients. Managing AdWords has literally provided a career and livelihood for me... it’s also given time the ability to generate tens of thousands of leads and well over $10 million dollars in revenue for my clients. Over the years the platform has evolved a lot and in its current iteration it’s more user friendly than ever and I enjoy using it a lot.

Cons
The recommendations system doesn’t always give good recommendations for example it will recommend running responsive search ads for basically every ad group but it’s been VERY rare in my experience that responsive search ads have outperformed revalue ads for our clients... worse yet the recommendations system punishes you for dismissing recommendations (including mediocre ones). Also customer support can be pretty awful at times. Minor issues overall.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 10/10

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Josh Ogg

There's no getting around paid search traffic

Used weekly for 2+ years
Reviewed 2018-12-01
Review Source: GetApp

Pros
If you're trying to market your product or service to people in the market for that offering, there's really no better (or cheaper) way to specifically target those buyers than Google's Adwords program. We work hard to get organic search listings, but particularly for high traffic, competitive terms, bidding on PPC ads in the SERPs is a great strategy. Adwords lets you do keyword research, scope out the competition, and control your bid/spend in multiple ways. It's simple text and the best part is you only pay for clicks that come to your website.

Cons
Adwords has been changing the interface a lot lately. It's often difficult to get from Express to the full suite, and the constantly changing google app ecosystem means you can almost never find your way around. Sometimes they deny an ad, they also raise your CPC if they don't like the quality of the page you land traffic on, so there's some unfortunate road blocks where they try to control the entire internet, but otherwise it's a very cheap form of advertising and lead acquisition.

Rating breakdown

Ease of use
Features
Customer support

Likelihood to recommend: 10/10

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Flavia Albuletu

Probably stiil the no. 1 tool for ads

Used daily for 2+ years
Reviewed 2020-05-30
Review Source: GetApp

Overall, I recommend it and will always use it. For those who are willing and can pay a pretty big budget, especially, it brings awesome results.

Pros
I use Google AdWords for a long time. Over the years, it has been in a continuous change. I like the complexity and the possibilities that it offers to showcase your brand. I also like that it strives to bring the best content for the user.

Cons
As a little con, the fact that it changes so frequently and that it uses AI, makes it harder to truly understand (for customer support also). I would like a more in-depth look at how it works.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 10/10

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Tahnya Rizvi

Irrelevant search results and waste of money

Used daily for 2+ years
Reviewed 2019-11-09
Review Source: GetApp

The customer service rep wasn't a good help either. She was impatient and didn't really understand the real estate business to help tailor my ads properly.

Pros
None that I see I thought this would help bring relevant traffic to my website but it didn't it was a complete waste of money.

Cons
Google ads has really wasted my money. My ads were for sale of condos and yeah Google was bringing up my ads when people were looking for rentals? Even when I used exact phrase searches. Almost $1,000 wasted.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 0/10

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Anonymous

The best advertising return on investment

Used daily for 2+ years
Reviewed 2020-04-28
Review Source: GetApp

We use google Ads for both search and display ads for health insurance and we are able to generate hundreds of leads per week.

Pros
Google Ads are almost instant, you can find out what is and isnt working within 24 hours without too much investment.

Cons
Sometimes you can setup Ad campaigns with mistakes that can be costly and when you make change to Ad sets or campaigns it take a few hours to kick in.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 10/10

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Google AdWords pricing

Pricing options
Free
View Pricing Plans

You can sign into Google AdWords for free. You are only charged when someone clicks on your ad.

You can define the daily budget you want to put down. You can also bid for important keywords.

Google AdWords features

Monitoring

A/B Testing (204 other apps)
API (552 other apps)
Activity Dashboard (355 other apps)
Automatic Notifications (208 other apps)
Campaign Analysis (296 other apps)
Campaign Management (358 other apps)
Campaign Segmentation (205 other apps)
Content Management (274 other apps)
Customizable Branding (280 other apps)
Customizable Templates (288 other apps)
Data Import/Export (254 other apps)
Drag & Drop Interface (256 other apps)
Email Marketing Management (203 other apps)
Engagement Analytics (264 other apps)
Multi-Channel Marketing (246 other apps)
Real Time Analytics (242 other apps)
Reporting & Statistics (356 other apps)
Social Media Integration (315 other apps)
Third Party Integration (348 other apps)

Videos and tutorials

Additional information for Google AdWords

Key features of Google AdWords

  • Create Google ads
  • Define search terms
  • Define calls-to-action
  • Add phone numbers to your ads
  • Display your ad in Google results
  • Ad campaign tracking
  • Monthly key statistics & figures reports
  • Edit ads
  • Test new search terms
  • Pause/ restart campains
  • Local/ global advertising
  • Select cities, regions or countries
  • Ads optimized for various devices
  • Add maps to ads
View All Features

Benefits

Create your own ads specifying your keywords, products you offer, links, telephone numbers, maps, opening hours and more.

Only pay when someone clicks on your ad or calls your phone number.

Track and monitor your ad performances, adjusting daily budgets and keyword bids to optimize results.

See how many users see your ads and what percentage have clicked on your website link or called your phone number. You can also see revenue generated from your ads.

Edit your ads whenever you wish, test new keywords, or pause and restart campaigns.

Define the cities, regions, or countries, or even specific radius where you want you ad to be seen.

Ads are compatible and responsive to all devices, laptop, desktop, mobile or tablet.