Cost and decisions

Before the first budget goes out, two questions come up: what does a click cost in your industry, and who looks after the account? The articles in this topic separate what Google sets itself (auction, billing, policies) from what you decide (daily budget, bidding strategy, run time).

There are three ways to run an account: do it yourself, hire an agency, or use a tool that takes work off your hands and makes changes only after your approval. Each has different fixed and running costs and needs a different amount of your own time.

We only give figures with a source and the date we checked it. Where there is no reliable source, we say so instead of inventing an average.