Ask any digital advertising consultant about their preferred digital advertising platform, and many (or perhaps even most) will tell you that Google Ads is a must for many businesses. Advertising with Google Ads makes it possible to tailor every aspect of your marketing campaign and closely monitor the performance. If you’re currently using Google Ads to target audiences abroad, it’s important to be aware of changes that may apply to your monthly advertising costs. Here, we share more about the new surcharges so you won’t be caught by surprise.
What to Expect From the New Surcharges
If you’re currently serving ads abroad or have been considering this route, it’s important to note that not all areas will be subjected to the new surcharge. Google Ad’s latest policy includes new surcharges on ads served in India, UK, Austria, France, Italy, Spain, and Turkey. The surcharges levied vary by jurisdiction, so you (or your advertising consultant) will need to identify the additional cost by country.
For those using automatic payments and monthly invoicing, the charge will be added to the invoice at the end of the month and paid the next time you’re charged. In addition to Google’s new surcharge, taxes such as VAT may also be applied, depending upon the jurisdiction. If a 2-5% surcharge is not in your advertising budget, you’ll need to closely monitor your account and start making changes now. The charges will be included separately as line items in your monthly invoice, as well as in the “Transactions” section of your account. To avoid being charged for serving ads in these specific jurisdictions, it’s necessary to change your ad settings to exclude these areas. To discover which jurisdictions your ads are currently served in, create a custom report. If your ads are appearing in jurisdictions that result in extra charges, be sure to explicitly exclude these areas in your target setting.
Whether you’re already using Google Ads or you’ve heard about the benefits and are interested in getting started, a seasoned digital advertising consultant can help you streamline your budget to get the best results. Since there are nuances involved with Google’s new surcharge policy, it can be challenging to pinpoint which jurisdictions your ads are served in. This could result in charges that you’re not expecting and can even lead to less efficient advertising. To make the most of your advertising budget, consider working with a team that’s well-versed in the intricacies of Google Ads. We’ll help you tailor your advertising strategy to ensure that you’re only placing ads in areas that truly benefit your brand. If you’d like to learn more about our process or schedule a Google Ads account audit, please reach out to us.