How to buy Google shares

Alphabet, Google’s parent company, has an annual income of more than $30 billion and is one of the biggest technology companies in the world. Use this page to learn about its shares.
By: Harry Atkins
Harry Atkins
Harry joined us in 2019, drawing on more than a decade writing, editing and managing high-profile content for blue… read more.
Updated: May 25, 2021
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This guide gives you all the information you need to know about Google shares. We go through how to invest in the stock market, what to think about before investing, a brief history of Google and its parent company Alphabet, and the best online brokers with which to execute your trades.

Compare the best Google trading platforms

If you just want to get your hands on Google shares as quickly as possible, then all you have to do is follow one of the links in the comparison table below. Our comparisons allow you to find the right broker for you quickly and easily. If you need more information first, simply keep reading this page.

Min. Deposit
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Trade/invest in stocks with just $50
Invest for dividends and get payout on stocks on Ex-Dividend day
Over 11 payment methods, including PayPal
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Registered with and regulated by SEC and FINRA
Loss of cash protection
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Payment Methods
Full regulations list:

How to buy Google stock, a step-by-step guide

It’s relatively simple to start your investing journey, so don’t worry even if you’ve never done it before. These are some simple steps for you to follow:

  1. Choose a broker. The first thing you need to do is find a trading platform. There are many different options to choose from, each with their own unique benefits and drawbacks. The comparison table above can help you select the right broker for you, and you can head to our comprehensive broker reviews if you’re still unsure.
  2. Create an account. Once you’ve selected your broker, simply go to their website and create an account. The steps required for this will vary from platform to platform, but generally you can expect to have to provide your name, email address, phone number, and some form of photo identification.
  3. Deposit funds. Log into your broker account and select the option to deposit funds. Depending on your broker you’ll have a variety of payment options available; most brokers accept bank transfers and debit card payments, but not all accept e-wallets such as PayPal. Select your preferred payment method and deposit the amount of money you wish to invest in Google shares.
  4. Place an order for GOOGL stock. Search for Google’s ticker symbol (GOOGL) and see the current price at which the stock is trading. If you’re happy with the price, enter the amount of shares you wish to own and place your order.
  5. Execute your order. Once you have placed your order, your broker will automatically execute it for you and your Google shares will be listed in your account. Congratulations, you’ve just bought shares in Google!

What is Google? And should I invest?

Google is one of the world’s leading technology companies, with a focus on providing internet-based services. In 2015 there was a company restructure, and Google became wholly owned by its now- parent company, Alphabet. When people say ‘buying Google shares’ these days, what this really means is buying shares in Alphabet (GOOGL).

Google originally grew out of a research project conducted by Larry Page and Sergey Brin at Stanford University in 1996. The company launched as a search engine that used an algorithm called PageRank to improve the ease with which internet users could find the information they were looking for. Today Google’s search engine enjoys a 70% market share, and Alphabet’s other ventures include Artificial Intelligence and the popular Google Phone.

When figuring out if you should invest in Google, the best thing to do is to examine the stock’s recent performance and consider its potential for future growth or any upcoming events (such as a product release) that could impact its value. You can check out our Google quote for all the latest charts, statistics, and key information to help make your decision.

How has the company performed in recent years?

Google shares have been one of the world’s top performers in the past five years. In December 2015 GOOGL stock was trading at roughly $750 a share, from there the stock rose year-on-year to close at its (then) all-time-high of $1524.87 on 19th February 2020. Like many stocks, Google shares then plummeted because of the coronavirus pandemic. However, Alphabet’s recovery was much quicker than most companies, and GOOGL shares were back trading above $1,500 by July 2020.

As an investment, Google has consistently delivered over the recent past, and its resilience in the face of coronavirus is something also seen among other leading tech stocks. In the twenty-first century, few stocks have performed as well as GOOGL shares. 

Is it a good time to buy Google shares now?

Because of Google’s rack record of impressive growth, it’s pretty much always a good time to invest. This doesn’t mean you should do so without thinking, however. If you’re planning on buying and holding shares for the long term, you’ll want to look into Alphabet’s fundamentals and avenues for future growth; whereas if you’re wanting to trade Google shares quickly for a profit, you need to do some technical analysis on the stock’s recent performance.

In order to determine the best time to put your money into Google shares, the best thing is to keep up to date with all the latest news and analysis. We regularly publish in-depth analysis features about particular stocks and markets to help our users find the best opportunities. You can find our most recent bits of market analysis below.

Alphabet Inc (Google) shares are trading near record levels, and as long the price is above $2000, there is no risk of the trend reversal. Fundamental analysis: Stifel raised its price target to $2350 on Google Even in this pandemic environment, the company’s business is going well, and the…
Ecommerce giant company Amazon (NASDAQ: AMZN) and the online search giant Alphabet (NASDAQ: GOOGL), which owns Google, both presented extremely strong financial earnings reports for the fourth quarter that ended December 31, 2020.  Amazon smashes earnings, Bezos to step down Amazon reported it earned $14.09 per share,…
Shares of Ford Motor Company (NYSE: F) have been moving higher this week after the carmaker announced a partnership with Google yesterday. Fundamental analysis: A step in the right direction – analyst The official announcement reads that two companies signed a 6-year deal that will see Ford cars…

Buying, selling and trading Google shares for beginners

What to do before buying shares

You should always take the time to research a stock fully before investing your money, especially if you haven’t bought shares before. The more knowledge you have, the better your chances of making a wise investment. 

With that in mind, here’s a checklist to run through first.

  1. Research the company. You should always examine the fundamentals of a company before buying its stock. What is Google? How did the company get its start? How did it grow? Is Google’s revenue and profit growth picking up? Is the company innovating? The more you know about Google, the better positioned you’ll be to make smart investment decisions.
  2. Make sure you understand the basics of stock investing. Before getting involved in the stock market, make sure you have an understanding of how it works. This will ensure that you have more clearly defined goals and have thought through how you will achieve them.
  3. Decide between share dealing and CFD trading. Choose the type of investment strategy you want to pursue, and make sure you have carried out the necessary fundamental or technical analysis for share dealing and CFD trading respectively.
  4. Set the size of your budget. The golden rule of investing is never to risk more than you can afford to lose. Not every investment you make will result in a profit, so it is important to set a budget that not only allows good potential for capital growth, but also protects against overly damaging losses.
  5. Find the right broker. Individual brokers each have their own pros and cons. Some will have low fees but have a user interface you struggle to understand, whereas others may be a bit more expensive but come with a range of features that you want to take advantage of. Our broker reviews can help you find the right platform for you.
  6. Examine broader market conditions. No stock exists in a vacuum, and it’s always important to analyse the general trends of the stock market as a whole before investing. If a bear market is setting in and stock prices are falling, it’s best to wait it out and invest your money later when the stock is cheaper. If, however, the market is looking bearish, you’ll want to make your investment quickly to get the maximum benefit from rising stock prices. Our news section can help you keep on top of movements in the financial markets.

What is the difference between buying, selling, and trading shares?

If you’re new to stock investing, then it’s important to understand the basics of how to buy, sell, and trade Google shares. Here’s a quick run-through of what’s involved in each.

Buying Google

This process involves finding a broker and placing an order for Google stock, as outlined in the steps further up this page. Ideally you want to time your investment when the stock’s price is low so that you can profit by selling the shares after they increase in value.

Selling Google

When you sell any Google shares, you’ll want to do so at a higher price than the one at which you bought to earn a profit. 

When you sell is up to you. You might decide to hold for a long period of time, hoping to benefit from the company growing steadily throughout. Or, if you see that Google’s stock is already up a lot compared to the price you bought it and you’ve noticed that the stock market is starting to fall, it might make sense to sell and take your profits to invest elsewhere. Equally, if the stock has fallen since you bought it and looks set to fall further, it might be a good idea to cut your losses by selling your shares.

Trading Google

Trading is the same process, it’s just done over shorter periods of time with the aim to make small profits on a regular basis. This means that you can make money faster and spend your profits in your day-to-day life – however, on the other side it means you can lose money faster as well. For inexperienced investors, we generally recommend making investments for at least 6 months to a year instead of making trades in quick succession.

You can trade Google shares through share dealing, or by trading with CFDs. These allow investors to speculate on stock prices and trade with leverage in pursuit of bigger gains. CFDs trading is explained further in the next section, but it is worth noting that beginners should avoid trading with leverage. It comes with large risks and is best left to experienced investors.

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Share dealing vs CFD trading

When it comes to investing in any stock, the two options you have are share dealing and trading. Which one of these methods to opt for largely depends on your investment timeline, with investors thinking long term tending to go for share dealing, and those looking for short term gains pursuing a more aggressive trading strategy.

Here’s a quick summary of the two approaches, and the pros and cons of each.

Share dealing 

Share dealing refers to the practice of holding shares in a particular company over the long term. When investing like this, you’re seeking to profit either from dividend payments or an increase in the stock’s price over time.

When investing your money this way, it is important to do thorough fundamental analysis of the company in which you are investing. You want to put your money in a stock you believe will trend upwards over time, even if there is some market volatility along the way, rather than get distracted by shorter term peaks and troughs.


  • Can build wealth over time to achieve financial goals
  • Don’t need to be very reactive to short-term market movements
  • Some stocks will give you an income through regular dividend payments


  • Takes a long time to realise any profits
  • Your capital is tied up in stocks and cannot be used for other investments

CFD Trading 

If your aim is to generate profits in the short term, then you might be better off trading shares than holding them in your portfolio. Stock trades like this are executed using CFDs (contracts for difference), which allow investors to trade against the value of a stock without having to take ownership of it. When CFD trading, investors are looking to buy and sell stocks fast to profit from short-term fluctuations in value.

One aspect of CFD trading that many investors find attractive is that they allow you to trade with leverage. This means you can place large trades while only putting up a fraction of the value yourself – for instance, if a platform offered leverage of 1:10, you could put £10 into GOOGL shares and be able to trade £100 worth. This can maximise profits if the market moves in your favour, but be careful as it can also lead to heavy losses.

When trading using CFDs, it is key to be skilled at technical analysis and reading stock price charts. As you’re trading stocks quickly and frequently, the fundamental strength of the company in which you’re investing isn’t as important as being able to predict how its stock price will rise and fall minute-by-minute.


  • Can generate fast profits if you read the market right 
  • Some platforms allow you to trade with leverage
  • Prevents your capital being tied up so you can take advantage of investment opportunities


  • Trading with leverage is risky and can lead to big losses
  • Doesn’t necessarily generate growth over the long term

Consider which approach suits you best and craft an investment strategy that works for you. If you need more information, then simply take our stock trading course and read our guide to CFD trading to get you up to speed. 

If neither of these options appeal to you, then you can find a variety of other ways to invest in GOOGL stock on this page. If, however, you’re ready to buy Google shares now, simply select one of the brokers in the table above and get started. 

How to choose a broker

With the wide variety of online brokers available these days, it can be hard to figure out which is the best service to go with. Our comparison table and in-depth reviews can help you cut through the noise, but by and large these are the aspects you should be considering when selecting a broker:

  • Range of stocks available. The most important thing is that you can actually use the broker to find the shares you’re looking for. Some brokers offer more stocks than others, and many will allow you to trade other assets, such as forex and commodities.
  • Fees and commissions. You want to keep as large a chunk of your profits as you can, so it’s important to make sure your broker doesn’t charge high fees that can eat into your profits.
  • Regulation. You should only use regulated brokers to place trades. Unregulated brokers can be risky and offer little to no protection if the business were to fail while you had funds in your account.
  • Payment methods available. You might want to fund your account using a specific payment method, such as PayPal. Not all brokers accept every payment method, but using our comparisons you can search only the brokers that support the option you’re looking for.
  • Reputation. One of the strongest indicators of a broker’s reliability is the reputation it has with the customers who have used it. Brokers are online businesses, and as such many user experiences can be found online. You can check these out in addition to our reviews to make sure you choose the right platform.
  • Customer service. As you’re going to be investing your money using the platform, you want to check that the broker offers good customer service in case you have a query or something goes wrong.

Latest Google news

Alphabet Inc (NASDAQ: GOOGL) handily topped Wall Street estimates in its fiscal third quarter, discrediting concerns that Apple’s privacy changes will hit Google too, the way it did Facebook and Snap. Why are shares down in extended trading Explaining why Alphabet shares tanked about 2.0% in extended trading despite…
South Korea has become the first nation in the world to ensure that Apple Inc (NASDAQ: AAPL) and Google, Alphabet Inc Class A (NASDAQ: GOOGL) open up their app payment systems to other payment gateways. To back this move, The National Assembly passed a bill on Tuesday. The…
The mega-cap technology stocks have been undecided this year. On one end of the spectrum, there’s Alphabet Inc. (NASDAQ: GOOGL), which is up more than 50% on a year-to-date basis. But in contrast, is Tesla Inc (NASDAQ: TSLA) down about 3.0% from its per-share price at the start…

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Fact-checking & references

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Harry Atkins
Financial Writer
Harry joined us in 2019, drawing on more than a decade writing, editing and managing high-profile content for blue chip companies, Harry’s considerable experience in the… read more.