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Create a campaign that reaches new customers

Make sure your ads show


You made the effort to create a great ad campaign. Now let's make sure your ads are actually reaching customers.

How you're billed

How you're billed depends on your payment setting and what you pay with. Most advertisers pay for AdWords using automatic payments, which means you're charged after you accrue advertising costs. (You can also make manual payments at any time to control your costs.)

With automatic payments, Google automatically charges your primary payment method when one of these things happen (whichever comes first):

  • 30 days have passed since your last automatic charge, or
  • new charges reach a preset amount, known as your payment threshold
Threshold and 30-day payment boundaries

How the payment threshold works

Your payment threshold is initially set at a certain amount. Each time your account hits its threshold before the 30-day billing cycle has ended, your threshold increases, up to the highest threshold. Thresholds vary per account, country, and currency, so be sure to check in your account to see what your current threshold is. Note that the amount billed may be slightly over the threshold if your account accrues costs quickly.

You won't be emailed or notified when your payment threshold increases, so check your account to find your current threshold.

If you'd like to be charged less frequently or in larger increments, see how to change how often you're charged.

Do it now: Find your payment threshold

To find out what your payment threshold is, follow these steps:

  1. Sign in to your AdWords account.
  2. Click the gear icon and choose Billing & payments.
  3. You will land on your Summary page, which shows your current balance.
  4. Under the grey progress bar you'll find your threshold and the % of the amount that has been reached.

Do this now in your account


Reviewing and managing your billing information

Use the billing & payments pages under the gear icon as your one-stop-shop for paying for your advertising costs and managing your billing.

Here are some of the things you can do:

See a summary of all your past transactions

Click Transactions to see past payments, credits and adjustments, and costs related to your account. You can sort, filter, print, or generate a spreadsheet of this information. See your past payments and invoices by adjusting the time range.

Update your payment methods

Add a payment method to pay for your costs, assign a backup credit card, and see your payment setting. You can also switch from manual to automatic payments by clicking Payment methods.

See your billing & payments settings

Click Settings to see your billing address, the payments profile ID number, and other contact information. You can use promo codes here by clicking Manage promotional codes at the bottom of the page.

Make a payment
After clicking the gear icon then Billing & payments, click the Make a payment button near the top of the page to make a payment.
Apply a promotional code

Google and our partners sometimes give out AdWords promotional codes as part of specific offers, which you can use to get credit or other rewards in your account. To apply a promotional code, click the gear icon  and select Billing & payments, then click Settings. Scroll to the bottom of the page and click Manage promotional codes.

Learn more about using promotional codes or find out why your code might not be working.


Learn more about payment methods and billing settings.

See a preview of your ad on Google Search

Eager to see your ad up and running? It might be tempting to search on Google to see if your ad appears, but the Ad Preview and Diagnosis tool in AdWords is an easier way to see what your Search Network ad looks like on a Google search results page, without impacting your real ad performance data.

To use the tool, enter a specific search term and location, and you'll see exactly which ads are being triggered by that search. (Note: The tool isn't available for ads running on the Google Display Network.)

Where is my ad? Do it now: Use the Ad Preview and Diagnosis tool

To get the most out of the Ad Preview and Diagnosis tool, access it through the Tools tab in your AdWords account. Here’s how:

  1. Once you’re logged in to your account, click the Tools tab and select Ad Preview and Diagnosis.
  2. Use the Ad Preview and Diagnosis tool
  3. In the text box, enter the keyword you want to test. Make sure it’s a keyword that’s included in your campaign, or closely related.
  4. Change any of the other settings (location, language, device) as needed. If you’ve targeted your ad to a certain language, location or device, you’ll need to specify this information in order to be able to preview your ad.
  5. Click Preview.
  6. The tool will tell you if your ad is eligible to appear for these search settings. If your ad is eligible to show on the first page of Google search results, you’ll see it highlighted below in green.

Try It Now

You can also access a quick version of the Ad Preview and Diagnosis tool at

How your ads are ranked in search results

Of course, you want your ads to appear as close to the top of search results as possible. Let's look at the factors that impact how your ads are ranked on the page to make sure you're doing what you can to land your ad in a good position.

Step right up to the ad auction

Every time an AdWords ad appears, it goes through what we call the ad auction, a process that decides which ads will appear and in which order. Ads are ordered on the page using a formula we call Ad Rank.

Insights on the AdWords Auction

Here are the components that make up your Ad Rank:

  • Bid - With cost-per-click bidding (CPC), the most common bidding type, this is your maximum CPC bid, the highest amount you're willing to pay for a click on your ad.
  • Ad relevance - Measures how closely related your keyword is to your ads.
  • Landing page experience - Estimates how relevant and useful your website's landing page will be to people who click your ad.
  • Expected clickthrough rate - Measures how likely it is that your ads will get clicked when shown for that keyword.
  • Expected impact of ad extensions and other ad formats - Takes into account the relevance, clickthrough rates, and the prominence of the extensions (like sitelinks or call extensions) or formats on the search results page.

Because the auction process uses a mix of different factors to determine your ad's position, you can still win a higher position with high-quality ads and landing pages—even if your competition bids higher than you. Learn more about Ad Rank and ad position.

What you can do about your ad's position

The ad auction process repeats for every search on Google, each time with potentially different results depending on the competition at that moment and which ad you use. So don't worry if your position on the page fluctuates—it's normal for it to vary each time.

If you want to try to boost your ad's position, you'll need to beat your competitors by improving ad and landing page quality or adjusting your bid amounts.

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