How to buy Google (GOOGL) shares

Google is the face of the internet and one of the most famous companies on the planet. This guide explains how to buy shares in Google and shows you where to do so.
Updated: Sep 13, 2022

This beginner-friendly guide takes you through everything you need to know about Google and how to invest in it. Learn about the difference between Alphabet and Google, how the stock has performed recently, and compare the best places to invest.

Where to buy Google stock

The list of stock brokers below are perfect if you want to go straight ahead and get Google shares. You can sign up and get started by clicking one of the links in the table, or read on to learn more about Google first.

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

Buying a share in any company is a simple process, and that’s certainly true of Google. Follow the guide below to get your hands on your first share.

Choose a broker and create an account

To buy stocks you need to sign up with an online stock broker. Brokers are your means of interacting with the stock market, a place where you can buy and store your shares. Each broker is different but it’s generally a good idea to pick one with low trading fees and a wide range of assets available to trade.

Decide how much to invest

A rough guideline is that no more than 5% of your total funds should be in any one stock. That way, an unexpected drop or the failure of one company won’t hit you too hard. As each Google share is worth more than $2,000, that might mean you start by buying only a fraction of a share, or wait until it splits its stock and the shares become cheaper in July.
Research Google and its potential

Take time to research the company before you make an investment

Use Google’s financial reports to understand where it makes its money and where there is potential for growth. You can also compare it to competitors, like Microsoft and Amazon, to get a feel for where the risks might be. Consider things like antitrust investigations and how they might affect the share price, depending on the results.

Place an order for GOOGL stock

Sign into your broker account and search for the stock using its ticker symbol, GOOGL. Two things to be aware of is that it trades on the NASDAQ stock exchange and the company you’re investing in is called Alphabet, rather than Google (Alphabet is the parent company that owns Google).

Decide how many shares you want to buy and whether you want to execute the trade immediately at the current market rate, or wait until the price hits a certain level. These two options are known as market and limit orders, respectively, and once you’ve chosen it’s time to finalise the deal.

Execute your order

Review the details of the order and place the trade when you’re happy with it. Orders are placed immediately but can take some time to process, as they can only be executed during trading hours, which are 9.30 – 16.00 EST for the NASDAQ. Once the order has gone through you can see your new shares in the portfolio section of your account.

Review your investment regularly

You should check in regularly with Google and the latest news affecting the company. Generally, it’s best to hold your shares for years, rather than months, but make sure you know about anything that might have an impact on the value of your investment so you can time your decision to buy or sell more shares.

What is Google? And should I invest?

Google is one of the world’s leading technology companies. It provides a raft of internet-based services, from online search and advertising to mobile technology and cloud computing. Google is wholly owned by Alphabet, its parent company. When you buy shares in Google, you are actually buying them in Alphabet, which trades under the ticker, GOOGL.

The idea for 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 make it easier for users to find the information they were looking for online. Today, Google’s search engine enjoys a 70% market share.

Google is a quality company with a strong business model and reliable revenue streams. That makes it a great choice for any investor over the long term. It is also about to become far more affordable, as the company is performing a 20-1 stock split in July, which will make the price of a single share much cheaper.

How has the company performed in recent years?

It has been a story of near-constant success for Google since it became a public company in 2004. It’s one of the leading lights of the internet age and is part of the FAANG group of tech stocks that dominate the modern stock market.

Even prior to the onset of the COVID-19 pandemic, Google was performing well. Online advertising contributes the majority of its revenue and it already dwarfed its competitors in that area before 2020. More people spending more time online has been a long term trend and one that has driven extraordinary competition for ads, and Google controls virtually the whole market.

That shift only accelerated during the pandemic, which explains why its performance has gone to a whole new level since then. Its stock price increased by almost 80% in the 18 months that followed the March 2020 market crash, as its revenue soared above $200bn for the first time.

Is it a good time to buy Google shares now?

Google has usually been a good stock to buy, but take note of the upcoming stock split before you buy. When Tesla performed a similar split in 2020, it made the stock more accessible to retail investors and prompted a big increase in trading volume, which pushed the price up but also made it more volatile.

Up to now, Google’s high entry price has played a role in preventing many extreme moves. Even antitrust investigations in Europe and America have had little impact on investor confidence but that may change if there is an influx of new and more emotional money this year.

Another thing to watch out for is acquisitions. In 2022, Google made its second largest purchase ever when it bought the cybersecurity firm Mandiant. Acquisitions can have a big impact on the share price, particularly if investors aren’t convinced about the value for money. Use the links below to follow the latest news and be the first to know when a purchase is in the pipeline.

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Ways to invest in GOOGL

There are lots of different ways to invest in Google and many are accessible even for those with the smallest budgets. Below is a list of your options with some more detailed explanation of what they mean.

  • Buy Google shares. Buying shares is the simplest and most direct way to invest. Buying a share gives you a stake in the company and its value fluctuates based on the company’s performance. You also get the opportunity to attend shareholder meetings and receive dividends, if the company starts paying them out.
  • Invest in Google ETFs. An ETF is a fund that invests in an entire sector or industry, and which you can buy shares in to benefit from the performance of lots of companies, rather than just one. ETFs are great for beginners and tend to be safer investments because the money is spread out. The best S&P 500 ETFs, tech ETFs, and NASDAQ ETFs all include Google shares.
  • Invest in Google funds or trusts. Funds and trusts are similar to ETFs but they are privately managed by a professional money manager. This person decides what to invest in and when to sell, in order to generate the best performance for everyone who puts money into the fund. As Google is such a popular and reliable stock, plenty of funds include Google stock.
  • Trade Google. Trading is a short term approach based around reading price charts. It is less concerned with fundamental business strength and building wealth in the long term; instead it is about taking advantage of short term price trends by buying and selling shares relatively quickly.
  • Spread betting. Spread betting is similar to trading, except you place bets on how much a price will change and make profits (or losses) based on your stake multiplied by the number of points a price moves. The big advantage of spread betting is that it’s tax free.

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James Knight
Editor of Education
James is a lead content editor for Invezz. He's an avid trader and golfer, who spends an inordinate amount of time watching Leicester City and the… read more.