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Google Ads Getting More Expensive In UK, TR and AT


If you advertise into the Storbritannien, Kalkon eller Austria it’s about to get a bit more expensive.

We received an email from Google Ads this morning, alerting advertisers to the fact that they’re about to start charging an additional 5% in Turkey and Austria (Turkey for the “complexity and cost of complying with regulations” and in Austria to cover the cost of a new digital tax.  The 2% increase in the United Kingdom is also to cover the cost of a new digital tax.

The email reads:

Dear Customer,

On 1 November 2020, Google will begin charging new fees for ads served in the United Kingdom, Turkey, and Austria.

New fees

As of 1 November 2020 we will begin adding a fee to your next invoice or statement for ads served in specific countries:

  • Ads served in Turkey: a 5% Regulatory Operating Cost added to your invoice or statement
  • Ads served in Austria: a 5% Austria DST Fee added to your invoice or statement
  • Ads served in the United Kingdom: a 2% UK DST Fee added to your invoice or statement

The Regulatory Operating Costs are being added due to significant increases in complexity and cost of complying with regulations in Turkey. In Austria and the United Kingdom, the DST fee is driven by the new digital services tax in these countries.

You can view a more complete description of fee changes, but here are the most important changes that may apply:

Ads purchased through Google Annonser

  • These fees will be shown on your invoice or statement as a separate line item per country. They will also be displayed in the “Transactions” section of your Google Ads account. You’ll be charged for advertisements served in the countries mentioned above.
  • Any taxes, such as sales tax, VAT, GST, or QST that apply in your country may also apply to the new fees.
  • If you pay through monthly invoicing or automatic payments, these fees will be added in addition to your account budget. For example, if you have a budget of €100 and accrue €5 in Austria DST Fees for ads served in Austria, you’ll be billed €105 (plus any taxes, such as sales tax, VAT, GST, or QST, that may apply in your country).

    Learn more about adjusting your account budget

  • If you pay through manual payments, these fees may be charged after your payment has been fully spent. You may be left with an open balance that will be automatically deducted from your next prepayment. For example, if you accumulate €5 of Regulatory Operating Costs for ads served in Turkey, and you make a new payment for €100, you would have €95 credit towards displaying ads (€100 – €5), and your available balance would show €95.

Learn more about country-specific fees

Thank you,

The Google Payments Team

Will Advertising Get More Expensive?

I suspect not.

While there are additional fees, I suspect the hit will be born by Google.

I know that as a PPC advertiser, most of the battles are to maximize ROI. All the competitors are willing to big up to $X per conversion, and that will remain the same.

So in the short run, the cost may eek up a bit, but I suspect it’ll settle back to what it’s been and Google will lose the difference.

Läs mer



Google Workspace vs. Microsoft 365: Vilken är den bästa kontorssviten för företag?


Google G Suite vs. Microsoft Office

Once upon a time, Microsoft Office ruled the business world. By the late ‘90s and early 2000s, Microsoft’s office suite had brushed aside rivals such as WordPerfect Office and Lotus SmartSuite, and there was no competition on the horizon.

Then in 2006 Google came along with Google Docs & Spreadsheets, a collaborative online word processing and spreadsheet duo that was combined with other business services to form the Google Apps suite, later rebranded as G Suite, and now as Google Workspace. Although Google’s productivity suite didn’t immediately take the business world by storm, over time it has gained both in features and in popularity, boasting 6 million paying customers, according to Google’s most recent public stats in March 2020.

Microsoft, meanwhile, has shifted its emphasis away from its traditional licensed Office software to Microsoft 365 (formerly Office 365), a subscription-based version that’s treated more like a service, with frequent updates and new features. Microsoft 365 is what we’ve focused on in this story.

Nowadays, choosing an office suite isn’t as simple as it once was. We’re here to help.

Google Workspace vs. Microsoft 365

Google Workspace and Microsoft 365 have much in common. Both are subscription-based, charging businesses per-person fees every month, in varying tiers, depending on the capabilities their customers are looking for. Although Google Workspace is web-based, it has the capability to work offline as well. And while Microsoft 365 is based on installed desktop software, it also provides (less powerful) web-based versions of its applications.

Both suites work well with a range of devices. Because it’s web-based, Google Workspace works in most browsers on any operating system, and Google also offers mobile apps for Android and iOS. Microsoft provides Office client apps for Windows, macOS, iOS, and Android, and its web-based apps work across browsers.


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