When making a purchase in the store, you see the cost of the goods already included VAT equal to 18%. For example, a TV costs 10,000 rubles with VAT already included - 1,525 rubles. In this case, you pay VAT implicitly. Such a purchase does not cause confusion in you.
AdWords works in a slightly different way. If we compare the provision of AdWords advertising services with a supermarket, then in this case you would buy a TV for 8475 rubles, but at the checkout you would be told that you have to pay extra VAT in the amount of 1525 rubles - a total of 10,000 rubles. Psychologically, the second situation is perceived more difficult, but the essence remains the same - as a result, you pay 10,000 rubles.
Google could include VAT in the cost of services rendered implicitly - in this case, the cost per click would be 18% higher. However, for convenience, the cost of VAT is deducted at the beginning, so the cost of clicks is kept without VAT.
I would like to draw your attention to the fact that European AdWords users also pay VAT - in accordance with the laws of the countries.
My company is on a simplified taxation scheme, why do I have to pay VAT?
A company may not be a VAT payer for the services/goods it sells. The company buys services for advertising in AdWords, and this service is taxed.
"If an organization provides work (services), then the cost of such a service is not subject to VAT, respectively, the tax is not allocated in the act and the invoice is not issued. Google LLC applies the general taxation regime and, accordingly, is a VAT payer in accordance with Article 143 of the Tax Code of the Russian Federation And according to article 169, paragraph 5, chapter 21 of the Tax Code of the Russian Federation, Google LLC, which provides services subject to VAT, is obliged to allocate VAT as a separate line. federal law on that accounting" The act of rendering services refers to the primary accounting documents in which the amount of VAT must be allocated in a separate line. simplified taxation system, are included in expenses in accordance with Article 346.17 of the Tax Code.Therefore, on the basis of the Tax Code of the Russian Federation, you must include in the cost of the services of Google LLC and the amount of VAT allocated in accordance with the procedure established by the tax legislation of the Russian Federation,
Articles (346.12, 346.13) define the procedure and conditions for applying the simplified taxation system that apply to your organization, and not Google LLC.
If the total amount charged is higher than the payment threshold (a value that determines the amount of the write-off), the debt will be added in the next period.
General questions about expenses
To select a topic that interests you, click on the desired heading:
I had several write-offs in a monthDuring the month, several write-offs can be performed, and not only at the end of this period. Charges are processed first based on the spending threshold reached in the account. If expenses accumulate quickly enough, then deductions can occur several times a month.
For example, if the threshold is RUB 3,000, you will be charged every time your spending reaches RUB 3,000. Therefore, if your monthly expenses amount to 9,000 rubles, then 3,000 rubles will be debited from your account 3 times. (3 x 3000 = 9000).
Identical write-offs Payment was debited outside the billing cyclePayment may have been made outside of the normal billing cycle for the following reasons:
- You made a payment manually (by clicking the button Make a payment in your account). Although automatic payments are processed as part of the billing cycle, you can deposit funds using the Make a Payment feature at any time.
- You may have recently updated the payment interface in your account. At the time of the transition to the new interface, we deduct the amount of the balance on the account (you do not pay anything for the update itself). This one-time payment will fall out of the normal billing cycle. All subsequent payments will be made in accordance with the established billing cycle.
Google AdWords is a tool with thousands of inputs and billions of results. It all comes down to how well you master it and put it into practice.
A properly configured AdWords campaign gives the maximum return on investment, with errors - it is always more expensive than the exhaust - the costs are greater than the profits.
Mistake #1: Choosing the wrong campaign type
On the AdWords home page, click the red "+ Campaign" button. We offer 6 types:
- 1) Search Network and Optimized Display Network (GDN) - do not use it: overpriced clicks, 10% of traffic will come from nowhere.
- 2) Only the search network - for a product, the need for which has been formed + it is gaining a lot of search queries. Orientation to the problem / pain.
- 3) Only KMS - for a product, the need for which is NOT formed. It is unknown to the market, there are few search queries. Curiosity orientation.
- 4) Google Shopping - mainly used by affiliates (traffic resellers at a bargain price).
- 5) Video - Use if you have a specific video salesperson or commercial.
- 6) Universal application campaign - suitable for a narrow niche - mobile applications.
For example, landing cosmetic center "Fantasy" became a complete failure in the search network: 2 months of painstaking work on optimization, 4 applications and a budget drain of 10,000 rubles. At the same time, a stunning success in the CCM, with the same budget and service, in 2 weeks - more than 70 applications, without optimization and twists.
Mistake #2: You didn't set up ad groups
Within each campaign, you can split ads and keywords into groups.
A classic mistake - all ads, keywords and traffic are dumped into one heap and lead to the main page. In the hope that the user himself will figure out what's what.
An attempt to sell everything to everyone ends the same way: the visitor leaves without placing an order.
Segment your traffic into individual products, services and audience, write ads for each product and select relevant keywords. Add them to your ad campaign using the "+ ad group" button.
Mistake #3: You're ignoring keyword match types
Each keyword can be set to one or more match types, which determine which queries to display ads for. The default is broad match. If you ignore match types, you will get 75% of non-targeted traffic.
Keyword match types in AdWords
1) Broad match is used by default for all keywords. In this case, the ad is shown for queries with typos, for synonyms and relevant phrases.
For example, for the keyword "Women's pants" AdWords will pull up queries " Women's clothing»; "Sewing women's pants to order", etc.
2) The broad match modifier triggers impressions for queries containing the key phrase in any order or close variants, but not synonyms.
The "+" operator is used for the broad match modifier
For example, the key phrase "+women's+pants". The ad will appear for the search "Pants for women".
3) Phrase match - the query must contain a key phrase in exact match. Additional words are “pulled” to it.
To do this, we use the quote operator "word".
For example, "Women's trousers" - queries "Buy women's trousers"; "Order women's pants online store."
4) Exact match - the query matches the key phrase. We use the [word] operator.
[Women's Pants] - [Women's Pants].
5) Negative match or negative keywords. We exclude unnecessary phrases from the display. For example, "How to sew" - we do not need information queries where users are looking for manuals and instructions. We need sales.
For minus, use the minus operator:
"-how to sew" in our case.
In the same way, you can exclude models, colors, regions that are not in the assortment.
The correct approach is to start with exact matches and then expand as needed. If you're not getting enough impressions and clicks, choose phrase or broad match.
Mistake #4: You don't use negative keywords
Negative keywords exclude keywords that are not suitable for your offer.
At the campaign or ad group level, in the top menu, click the "keywords" button. A “negative keywords” button will appear, which leads to a menu for adding them.
To find non-targeted user queries, click the "Search queries" button. All search queries that do not match your product, add to the "negative keywords":
Example: furniture studio "Harmony" produces expensive cabinet furniture. All economy class requests (with the words “cheap”, “inexpensive”) are non-targeted.
Mistake #5: Relying on your opinion rather than facts
The business owner believes that he knows his business best. This is a costly business for the business. Google AdWords is a great litmus test that will knock you off your feet.
Test and you'll find that customers don't search the way you imagine and click on ads that aren't ideal for you.
Mistake #6: You are creating a weak ad
Compare the top ad with the others. Average check for a marble fireplace 200-250 thousand rubles. Which ad will a lead willing to pay that much money click on? At the same time, the top one is the cheapest - about 9 rubles per click, the bottom one costs 23 rubles.
Recommendations: Respect your customers, speak the language of benefits, use ad extensions. Synchronize AdWords with Google My Business and add your phone number, address, map flag and opening hours to your ad.
Mistake #7: You don't know the value of a customer and the cost of acquiring them.
Have you ever calculated how much you earn per client on average? And how much can you afford in AdWords to attract him? Profit may not cover the cost of attracting it, and you will go bankrupt or refuse contextual advertising.
Mistake #8: You don't know the optimal ad position and traffic depth
By default, the first page of Google broadcasts 5 advertisements, 3 at the top and 2 at the bottom with slight variations. Where your ad appears most often is its position.
The top two are clicked by the most paying customer, so everyone wants to take a higher position. Such competition brings the cost of a click to 300 rubles and more.
Setting up and running a Google AdWords campaign is not a one-time procedure, but a process. Measure traffic depth, hit the bottom when increasing your daily budget or bids doesn't increase your impressions and clicks.
Recommendations: test and compare metrics daily. Once you know your traffic depth, double your daily budget. You don't add value advertising campaign Not a dime, but you can easily win two positions as AdWords tries to master your budget and shows ads higher.
Mistake #9: You're Stopping Your Ads
If for some reason (website redesign, budget is over, low efficiency at the start), you decide to temporarily stop broadcasting ads in AdWords - in no case do this.
The CCM constantly increases audience coverage, filters out advertising platforms where there are no clicks on impressions. If you stop the broadcast - these developments are canceled and when you turn it on again, everything starts anew.
Recommendations: if it happens that you need to pause advertising in AdWords, go to the campaign settings and simply reduce the daily budget to 5 rubles. You will receive 1 click per day, while the entire grown network of the advertising campaign will be saved.
Mistake #10: You don't adapt your site for mobile users
In 2016, there were more mobile Internet users than from the desktop. If the site does not support adaptive extension, you lose half of the advertising budget.
This resource will show your site in 10 device sizes.
Recommendations: make the site responsive, and disable display on mobile and tablets during development. In the settings under "Devices" click on "Change bid adjustments for devices". In the page that opens, set +50% for computers and -90% for mobile and tablets.
Conclusion
Contextual advertising requires a professional approach. Be prepared that you will not receive an instant return on investment. Monitor, adjust and test settings regularly. Consult with experts - after all, you are wasting your money!
If you set up your Google AdWords advertising campaign responsibly, then in 1-3 months you will have an amazing lead generation tool and a thriving business.
Well, drive the listed mistakes into the neck. If you have them, of course)
If in the card statement or bank account If you find yourself being charged for a digital content purchase on Google Play that you did not make, please notify us within 120 days of the transaction.
Step 1: Make sure the payment is linked to Google Play
Payments made on Google Play have the following format:
- GOOGLE*developer name (Android apps);
- GOOGLE* content type (for example, GOOGLE*Music).
If the format is different, then the purchase was not made on Google Play. In this case, contact the bank or card issuer.
Step 2. Ask your loved ones
If you discover an unauthorized transaction, talk to your loved ones:
- the content may have been acquired by a friend or relative who has access to your device;
- Paid content may have been accidentally bought by a child playing a game on your device.
If the unauthorized purchase is not fraudulent, please submit a refund request.
Advice. To avoid accidental or unauthorized purchases, protect your device with a password .
Step 3: File a claim and track its status
If you believe that a Google Play purchase was made by someone you don't know, please let us know within 120 days of the transaction. To , enter the address Email, which you indicated when filling out the application, as well as the claim identifier (it is indicated in the letter sent to you).
Setting up payment in AdWords is not a very interesting, but important process. Therefore, let's see how the payment procedure works in the advertising account and how to set the parameters we need. In your Google AdWords account, it is important to properly set up payment once (10 minutes of your time), and then the process will go by itself (payment is made in a few clicks).
How to set up payment in Google AdWords?
Click on the "Fix the problem" or "More details" button, and you will be taken to the page for filling in payment information. You can also access this page by clicking on the key in the upper right corner.
And selecting the line "Invoices and payments".
Then you need to specify the country or region.
I am in Ukraine, so I leave the default country. But you can choose any region or country from the menu list.
Important! The results and options for the next step may vary slightly depending on the country selection. I will show you the procedure for setting up payment for Ukraine and Russia (they are almost identical).
Click "Continue". Now you need to enter your payment information.
1. How do you pay in Google AdWords
First you need to choose payment methods. Google AdWords has 2 options:
- Prepaid payments- replenish the account in advance and the money is gradually debited from the account.
- Automatic payments- payment is made after the fact, i.e. the system will collect funds from your card after accrual advertising expenses(Once a month or when the spending limit is reached).
If you often change the campaign budget, use ads irregularly, it is better to choose prepaid payments. You yourself deposit funds into your account and monitor its balance. Once the first payment has been processed, you can start using the service. If the funds in your account run out, the service will stop. Automatic payments are suitable for large companies with a solid advertising budget who understand that one missed day without advertising will significantly affect the monthly profit.
2. Payment methods in Google AdWords
Google gives you the option to choose from 2 options:
- Transfer of funds - worth choosing individual entrepreneurs, legal entities, since this is the only way to get a tax report. This option is also available to individuals, but is subject to VAT only.
- Credit or debit card. If you are an individual - choose this option (it will save you 18% of your advertising budget).
3. Account type and tax information
There are 3 tax status options available in Google AdWords tax information:
1. Individual.
2. Individual entrepreneur
3. Legal entity.
It is worth considering that for individual Google will not be able to send accounting documents. They are provided only to individual entrepreneurs or legal entities.
By filling in all the required information about yourself and the company, you accept the terms of use of AdWords and complete the registration. After that, you will go to the next page, where you can replenish your advertising account.
Setting up payment for a user from Russia
Attention! In connection with the latest changes, residents of the Russian Federation pay VAT regardless of the choice of form of taxation.
The setup procedure for residents of the Russian Federation is practically the same. At the very beginning, you need to select the appropriate country:
And finally, the payment method. For users in Russia, Google provides more options:
How to pay for Google AdWords with a card?
AT personal account AdWords in the upper right corner, click the gear icon, and then "Bills and payments".
Now you need to click "Make a payment".
In the window that appears, you need to select a card (from those already linked) and indicate the amount of replenishment.
Ready!
Learn more about Google AdWords payment settings
If you want to edit the contents of your payment profile, you do the same thing: go back to settings and click "Payment Methods".
You can change your nickname in your account, as well as add new way payment - a new credit card, a bank account, and also choose which payment method will be the main one, and which one - the secondary, or backup.
By clicking "Transaction History", you can view the history of your transactions.
Right now the main area is empty because there have been no transactions yet. A little later, when the transactions go through, you can view your expenses in detail.
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