It’s a reasonable question, and one we hear all the time, especially from newcomers to paid search.
Google AdWords is based on an auction system that rewards businesses who have high-quality ad campaigns with lower costs and better ad placement.
You can exercise tight control over how your AdWords budget is spent using tactics like ad scheduling, geotargeting, and device targeting. The average small business using AdWords spends between $9,000 and $10,000 per month on their Google paid search campaigns.
Before we dive into the figures and start talking cost, it’s vital that you know how the AdWords platform actually works. One of the biggest misconceptions about AdWords is that whomever has the most money to spend has the most influence. The ad auction begins when a user enters a search query, after which Google determines whether the query contains keywords that advertisers are currently bidding on. If advertisers have bid on some of the keywords in the user’s search query, the ad auction begins.
Note: We won’t go into the specifics of the Quality Score formula in this post, but if you want to learn more about how Google determines the Quality Score of your ads, we’ve written extensively on the topic. Notice how Advertiser I can pay less for a higher position due to their better Quality Score? A common scenario that many newcomers to paid search find themselves in is when their advertising budget gets spent much more quickly than they anticipated. If you’re planning a monthly PPC budget, all you need to do is calculate the breakdown of daily budgets for each campaign, and allocate your funds depending on the priority of each campaign.
Let’s say you have an ad with a CPC of $0.25, and that you’d like to receive 300 ad clicks per day. In this example, 25 cents is the most that you’d be charged if 25 cents is your maximum CPC. Just remember that, if you set your maximum CPC at 25 cents, you’ll never pay more than that for a click – but you might end up paying less. Also known as ad scheduling, dayparting is the practice of specifying when you want your ads to appear to prospective customers. This is especially useful for local businesses that want to drive customers to a physical location through their ads.
Just as you can allocate more of your budget to certain times of day, you can also spend more of your budget on certain geographical areas.
Geotargeting allows you to prioritize the display of your ads to searches coming from specific areas. Geotargeting can be an excellent way to capitalize on growing mobile traffic trends and on-the-go shopping habits of today’s consumers, and it might factor into how you allocate your daily ad budget. Let’s say that you want to appear on results across both desktop and mobile searches, but that mobile traffic is more valuable to you. Setting a daily budget and understanding how it will be depleted are the most important aspects of budgeting for PPC, but it pays to be aware of how advanced targeting options can affect your ad spend. Once you know what PPC is and how paid search works, it makes sense that your next question might be, “How much does a typical click cost?” As I mentioned earlier, though, this is not an easy question to answer. In some ways, you can think of PPC advertising roughly along the same lines as traditional print advertising; you’d expect to spend more on a glossy full-page ad in a national magazine than you would for a classified ad in a local newspaper.
In the US, if you average across all different types of businesses and keywords, the average CPC in AdWords is between $1 and $2. Listed below are the most expensive keyword categories in Google AdWords, and the average cost-per-click of each.
You can check out the full infographic and learn about the methodology behind the data here. As Bing is growing in market share, we decided to conduct a similar study to find the most expensive keywords in Bing Ads.
Of course, these are just some of the hundreds of thousands of keywords that businesses all over the world are bidding on, and costs can vary widely depending on a wide range of factors. People sometimes like to point at the grand, show-stopping keyword categories above as a definitive example of how expensive PPC can be. What if someone performed a search for the long-tail query, “How to get ants out of my kitchen”? Usually, once someone has asked about the average cost-per-click of a PPC ad, their next question will be how much do “typical” businesses spend. If you look at the average CPC data above, you’ll see that the most competitive terms are found in the insurance, financial services, and legal industries.
As you can see, companies in the financial and insurance sectors spend the most by a significant margin ($1.2 billion), with retailers coming in second. Of course, this data is interesting, but it’s not terribly useful to a would-be advertiser who’s still on the fence about AdWords. With this in mind, I asked Erin Sagin, one of WordStream’s Customer Success Managers, about how much the average WordStream client spends on PPC per month.
As you might expect, Erin told me that the amount that our clients spend on PPC varies widely. However, Erin told me that the average WordStream client (mostly small and medium-sized businesses) spends $9,813 per month on PPC advertising.
Overall, the average CPC of keywords across all industries typically ranges between $1-2 – significantly less than the averages from AdWords and Bing listed above. Your ad budget will always be the largest, most direct cost associated with your PPC campaigns. Obviously it’s in the agency’s best interests to deliver results (to reduce churn and retain clients), but even if your ads don’t result in any conversions, you’ll still have to pony up and pay your agency unless it’s explicitly stated otherwise in your contract. As I’ve stated throughout, there are numerous factors that can have a significant impact on the cost of running a PPC campaign, but remember: almost any type of business can make AdWords work for them!
This is really great and nice article that I found today, and from you I learn more about Adwords.
Great round up of information to form the questions I need to ask at my next SEM manager meeting. Well, let's not overlook the point that an AdWords ad is typically to get a lead, not a conversion. Can you please say how much is the least primary budget for the first campaign with the amount of 220cent CPC? We listened to our readers, and this is the only thing we'll say about endorsing Bernie or Hillary. The infographic is worth revisiting in light of California's policy on capital punishment remaining status quo. There's even more interesting stuff in the original infographic, which you can view or download from the California Innocence Project's website. Mother Jones encourages readers to sign in with Facebook, Twitter, Google, Yahoo, Disqus, or OpenID to comment. Your browser does not support inline frames or is currently configured not to display inline frames.
More parents are sending their children to two-year colleges, but will this negatively impact their children’s future earning power?
A professor of cognitive science argues that the world is nothing like the one we experience through our senses. Homosexuality exists across cultures and even throughout the animal kingdom, as the authors of a mammoth new review paper on homosexuality write. In certain populations, female Japanese macaques will sometimes choose other females as sexual partners despite the presence of sexually motivated male mates. A case in point is the Hoaxmap project, which two German women created this winter to track and dispel rumors about refugees in their country. Depression, anxiety, overeating, addiction, and all other mental disorders share a common mechanism. In a 2011 study, the authors examined the history of California’s death penalty system to inform voters of the reasons for its extraordinary delays.
The authors concluded that the cost of the death penalty in California has been over $4 billion since 1978. Additional costs are incurred from a multitude of factors: two attorneys per side (rather than one), multiple investigators, multiple experts in the penalty phase of the trial, extended jury selection process, the additional penalty phase, and a longer guilt phase.
Defendants have a constitutional right to representation on direct appeal, which is paid for by the state.

Attorneys from the HCRC are appointed by the California Supreme Court to represent indigent defendants in capital appeals. Originally designed to represent indigent defendants in all appeals, its mission has shifted to focus almost exclusively on capital appeals.
Nearly every condemned inmate seeks habeas corpus relief in federal court once the CA Supreme Court denies his or her constitutional claims. The costs of providing counsel to indigent defendants in federal court are borne by federal taxpayers, rather than the states.
Federal courts granted relief (in the form of a new guilt trial or a new penalty trial) in roughly 70% of the cases that they have reviewed. An official within the California Department of Corrections and Rehabilitation estimated that housing death row inmates costs California an additional $90,000 annually per inmate. California is currently planning the construction of a new Condemned Inmate Complex for the sole purpose of housing death row inmates. Originally projected to cost $220 million to construct, the total estimate for construction has ballooned to $395.5 million dollars.
When coupled with the costs of activation, operation, and staffing costs for the first twenty years, the total cost for the new CIC will approach $1.7 billion in additional taxpayer dollars, according to the California State Auditor.
Since 1978, all of the state’s death penalty legislation has been adopted through the passage of initiatives by a majority of voters.
In analyzing the past death penalty initiatives enacted in California, the authors found several issues that could, if reviewed in state or federal court, lead a court to overturn California's death penalty. California courts recognize the general principle that, in determining the validity of voter initiatives, they must interpret and apply the electorate’s intent. In addition, initiatives are liable to challenge if the information provided to voters in the voting guide and other state resources was so inaccurate as to render voters incapable of making an informed decision. No court has ruled on whether capital appeals, as currently implemented in California, deny a prisoner due process. Members of the CA Supreme Court unanimously supported a measure to amend the CA Constitution to allow capital appeals (step 1, above) to be handled by the CA Court of Appeals. The California legislature could pass laws relieving the Supreme Court of its duty to review every petition for state habeas corpus relief (step 2, above) by requiring that original petitions for a writ of habeas corpus in capital cases be filed first in the court that entered the judgment of death. The hourly rate of $145 for appellate and post conviction counsel remains far short of what can be considered reasonable compensation, discouraging the few qualified lawyers from accepting death penalty cases.
A 2009 law restricted the state’s application of the death penalty to cases where biological evidence, such as DNA, videotaped evidence of a murder, or a videotaped confession is present.
Because the current system is the result of voter initiatives, any death penalty reforms in California must be implemented through voter initiatives. This proposition would initially cost about $85 million per year, in addition to the amount currently spent on the death penalty. This would result in a net savings of hundreds of millions of dollars over time due to condemned inmates spending less time on death row. This would create an immediate net savings of at least $55 million per year by reducing the number of death penalty trials by about half and reducing the size of death row. Assuming the Governor were to commute the sentences of those currently on death row, this option would result in an immediate savings of $170 million per year, with a savings of $5 billion over the next 20 years.
After all, those new to PPC are probably most interested in how much they’ll be expected to shell out to advertise on Google, and whether they can even afford it! In this post, I’ll explain how these variables will impact your ad spend, and demystify the concepts you’ll need to understand in order to set a realistic budget for your ad campaigns (and determine if you should use AdWords at all).
These are generally highly competitive keywords in industries that have high customer lifetime values, like law and insurance. While a bigger ad budget never hurts, AdWords is actually a more level playing field than many new advertisers realize.
Once your Quality Score and Ad Rank have been calculated, Google uses this data to determine how much you’ll pay each time someone clicks on one of your ads.
There are variables that aren’t covered here, such as alternative bidding methods and ad formats, so if you want to learn more about how AdWords works, check out the full infographic here.
Advertisers might assume their ad budget will last them for a month, only to discover that they’ve blown through their small budget in a matter of days.
You start with a core figure that will represent the majority of your ad budget, and allow for a little leeway in case things change or something goes wrong. This allows you to control specific parameters of each campaign independently of other campaigns in your account.
If you’re running several campaigns simultaneously, you should think about which campaigns have priority. However, the actual amount you could be charged per click can change, depending on the variables of each individual ad auction.
Well, there are several factors you should consider that can impact your PPC budget, the first of which is dayparting. Although your ads will still have to go through the ad auction process, you can tell Google when you want your ads to be displayed.
These areas can be as large as a state or province, or as small as a three-block radius from your store.
For example, you may want your ads to appear alongside relevant searches in a particular state, but you could also allocate more budget to searches conducted in a specific city or even neighborhood.
Today, consumers are searching the Web across numerous devices (often at the same time), which means you need to pay attention to where your most valuable leads are coming from.
You could specify that a portion of your budget be used for desktop, but a greater portion be allocated to mobile devices. In digital marketing, the distinction isn’t in the format of the ad, however, but rather the commercial intent of and competition for the keywords you’re bidding on. Let’s take a look at some of the most expensive keywords in AdWords and Bing to give you an idea of how much a click can cost if you've got deep pockets.
Even if you’re in an industry with high average costs-per-click, such as insurance or legal services, it doesn’t necessarily mean you’ll be forced to pay these amounts for each click on your ad. These industries can afford high CPC's because the average lifetime value of a customer is so high. The reality, however, is that these keyword categories only make up a small portion of total search volumes. They could be looking for do-it-yourself advice on how to rid their kitchen of ants, but they might also be open to seeing an ad for an exterminator (and if you’ve ever tried to keep ants out of a kitchen, this scenario suddenly becomes a lot more plausible). In addition to making up the vast majority of searches, long-tail keywords are also often significantly cheaper than shorter keyword-rich queries and can have as much – if not more – commercial intent.
Individual companies in these industries often spend $40 to $50 million a year on Google AdWords. For one, a handful of major brands dominated each individual category – businesses that likely bear little resemblance to those who are considering getting started in AdWords (check out the full infographic here). Some only spend around $1,000 per month (and I say “only” purely for the purposes of context – that’s still a lot of money to many small businesses), whereas others spend upward of $30,000 per month, such as PPC management agencies. This average is derived from the entirety of WordStream’s client base, including the very smallest mom-and-pop businesses right through to mid-sized PPC management agencies.
However, while your ad budget is important, it’s not necessarily the be-all and end-all of your paid search efforts.
This approach offers several benefits, such as minimal personal investment of time and effort in actually managing your PPC account. It offers advertisers a high degree of control over the precise variables in their accounts, and can be extremely powerful in the right hands.
This means that if you want to use software to manage and automate the legwork in your AdWords account, you’ll need to factor in subscription costs.
If you’re not sure about anything I’ve covered in this guide, or you have specific questions, leave a comment and we’ll answer them as best we can. But I do think many business owners make the mistake of looking at AdWords from a cost-accounting perspective – I’ll admit I once did. I am about to go back at it in another niche and this was a good summary of options and practices. The efficacy of a campaign is in large measure dependent on how well the business converts the lead. The Innocence Project, a program of California Western Law School that aims to identify wrongfully convicted prisoners and work toward their release, presents the facts here as they apply to California, whose death row population even dwarfs that of Texas. Help hold the powerful accountable by funding our reporting with a tax-deductible donation today.

According to Sallie Mae’s “How America Pays for College” study released this week, enrollment in two-year public colleges has skyrocketed in just the past four years: In 2010, 23% of families reported having children enrolled in a two-year public colleges, but this year, those numbers had ballooned to 34%.
Knowing that you’re actually, like, 30 times more likely to shoot yourself than an intruder. Germany received roughly twice as many asylum-seekers as the next most common destination in Europe in 2015, and plenty of false reports accompanied the influx.
National Archives, I came across several photos I had not seen before, of Japanese dummy aircrafts made of bamboo and wood planking. There, they set forth suggestions that could be adopted by the legislature or through the initiative process that would reduce delays in executing death-penalty judgments. The legislature has failed to provide adequate funding for the public agencies charged with defending capital defendants, thus the state has been forced to rely on appointing private lawyers. Accounting for inflation and the number of inmates on death row each year since 1978, this estimate would indicate that CA has spent an additional $1.02 billion in housing death row inmates since 1978. From 1978 to 2000, California voters have raised the number of death-eligible crimes from 12 to 39. If California's death penalty system does not function in accordance with the electorate's intent, it may not withstand judicial review. Supreme Court, have found that excessive delays in the appeals process may constitute a denial of due process.
Nor has any California case addressed the question of whether those prisoners who die on death row, waiting for their constitutional claims to be heard, have been subjected to cruel and unusual punishment. These recommendations deal with shortcomings in the death penalty appeals process in California. The Supreme Court would no longer be the sole body responsible for hearing capital appeals and would significantly reduce the backlog of cases before.
Although this change would not require a constitutional amendment, the two bills that attempted to make this change died in committee. In addition, if funds were provided for a consistent representative in the state and federal courts during habeas review (steps 2-3, above), the cases would spend less time shuffling between state and federal courts as additional claims are raised in federal court that must first be developed in state court. After trial judges later ruled that prosecutors could not seek the death penalty unless further funds were allocated, a bill was introduced in the House Assembly to abolish the death penalty. This new law is expected to save the state hundreds of millions of dollars over time, as well as drastically reduce the possibility of executing an innocent person. A moratorium on the death penalty persisted for ten years before the legislature approved a bill that abolished the death penalty in 2011.
Direct the legislature to fix the system by providing adequate funding for the appointment of qualified counsel and by creating an agency to ensure continuity of counsel through state and federal habeas appeals.
The change would come from increases to the budgets of the Office of the State Public Defender, Habeas Corpus Resource Center, Attorney General, and California Supreme Court. Amend the California Constitution to allow automatic reviews to be undertaken by the California Court of Appeals rather than the CA Supreme Court.
Reduce the number of death eligible crimes to 5 so that those sentenced to death truly represent the worst of the worst. Narrow the death penalty to cases in which the prosecution presents scientific or video evidence of guilt, or in which there is a recorded confession. Assuming that the Governor would commute the sentences of those remaining on death row to life without parole.
This can lead to yet more misconceptions about paid search, namely that it’s prohibitively expensive.
For example, a campaign advertising your best-selling product may be more important to your business than another campaign promoting content to prospective customers at the top of the funnel.
Alternatively, you can specify that your ads run continually throughout the day, but allocate a greater portion of your daily budget for hours during which you want increased visibility.
You may even want to devote more money to traffic coming from specific types of mobile device, depending on what you’re advertising or your ad copy.
Some keywords are significantly more expensive to bid on than others, depending on how competitive the market is, and it’s important to realize this before launching a PPC campaign. However, that doesn’t mean I can’t tell you a little bit more about how much a “typical” business spends on paid search.
The remaining $14 billion that makes up Google's ad revenue comes from a number of smaller businesses with smaller budgets. There are other potential costs you may have to consider, depending on your business, marketing goals, and individual situation. Agencies can also boast many years of experience in PPC account management, making them trustworthy partners who can offer expert advice and guidance.
The biggest complaint we hear from our clients is that, for all its power, AdWords can be intimidating – especially to new advertisers. However, if you’re pushed for time or aren’t sure what you’re doing (or both), investing in PPC management software is a great way to save time, reduce costly mistakes, and get on with actually running your business. WordStream offers six- and 12-month contracts as well as an annual prepaid option, which makes budgeting for PPC software easy, but if you’re looking at another platform, be sure to understand the terms of the contract before you sign anything. There are many things I have to find out on my own and this kind of information is really helpful.
A mere lead is useless unless followed-up in timely fashion and handled with sales expertise.
Meanwhile, enrollment in four-year public schools has slumped from 52% in 2010 to just 41% in 2014. Knowing that those fools out in Kansas are voting against their own self-interest and that the trouble is Kansas doesn’t know any better. As Europe struggles with its new population of asylum-seekers and the political challenges they present, misinformation has frequently exacerbated an already tense situation.
Mitchell, Costs of Capital Punishment in California: Will Voters Choose Reform this November?, 46 Loy. The average cost to represent a defendant in a case in which private lawyers are hired is between $200,000 and $300,000.
The Briggs Initiative in 1978, which was proposed with the intent of creating the nation's toughest death penalty, more than doubled the number of death-eligible crimes. The amendment never made it out of committee in the state Senate due to concerns over providing additional funding for counsel. However, this isn’t necessarily the case, and is more often than not the result of a misunderstanding of how budgeting works. In situations like this, you might want to allocate a larger daily budget to the product campaign. While some users may indeed perform a search for “exterminator [their town]” if they discover their house is infested with pests, other users may opt for a different approach – one that yields opportunities for the smart advertiser. Agency cuts typically hover around the 10% mark, though this varies from one agency to another. It looks like I can't post links here but it's called "Your ROI from AdWords is Higher Than You Think" and it's written by David Deppner if you want to look it up.
The answer: 47 percent of respondents said that either they would cover the expense by borrowing or selling something, or they would not be able to come up with the $400 at all.
But the 358 rumors it has gathered, from as far back as 2013, do offer a striking general picture of what people worry about when it comes to refugees.
Two propositions passed in 1990 added 5 death-eligible crimes and caused the death row population to balloon from 279 to 461 in just 4 years. It doesn’t go into the nitty gritty of how much AdWords costs or how much you should spend, specifically, but it does a great job of explaining how to realize and calculate your actual ROI from a business perspective. Yet nearly 6 million Californians voted to do away with capital punishment, the administration of which has been fraught with problems, and which has huge budget implications in a state struggling mightily to fund essentials like public education. Out of 40 different types of rumors gathered in the Hoaxmap, almost two-thirds pertained to only two types of crimes: some kind of theft or attempted theft, and some type of sexual assault or attempted sexual assault.
Recent studies reveal that if the current system is maintained, Californians will spend an additional $5 billion to $7 billion over the cost of LWOP to fund the broken system between now and 2050. In that time, roughly 740 more inmates will be added to death row, an additional fourteen executions will be carried out, and more than five hundred death-row inmates will die of old age or other causes before the state executes them.

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