How to Buy Google Stock (GOOGL)? Step-by-Step Guide

Google, one of the most recognized brands in the world, is so synonymous with search that it’s evolved into a verb. But Google is far more than a search engine, and as part of its parent company, Alphabet, it has become one of the largest technology companies in the world.

So if you’re interested in adding Google stock to your investment portfolio, keep reading as we summarize the most important facts about the company, as well as explain how to buy Google stock and give an overview of the best brokers to use.

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Finbold is compensated if you access certain of the products or services offered by eToro USA LLC and/or eToro USA Securities Inc. Any testimonials contained in this communication may not be representative of the experience of other eToro customers and such testimonials are not guarantees of future performance or success.

What is Google?

Google went public via an initial public offering (IPO) in 2004 and is a wholly-owned subsidiary of Alphabet (NASDAQ: GOOGL, GOOG), a holding company created through a restructuring of Google in 2015. Alphabet is the world’s third-largest technology company by revenue and one of the Big Five American information technology companies, alongside Amazon (NASDAQ: AMZN), Apple (NASDAQ: AAPL), Meta (NASDAQ: META), and Microsoft (NASDAQ: MSFT).

In 2022, Alphabet reported net revenue of almost $79 billion, putting it in the top five in the ranking of most profitable companies. Net income (net profit) provides investors with the most comprehensive overview of a company’s profitability, calculated as the revenue of a company minus all operating costs, debt payments, taxes, etc. 

Google stock split: difference between GOOG and GOOGL

Google, or rather the company’s parent, Alphabet, Inc, trades on the NASDAQ exchange under two ticker symbols: GOOGL and GOOG, a division resulting from Google stock split in 2014.

The difference between them is whether the shares carry voting rights:

• GOOGL is a Class A stock, which means one share of GOOGL gives its holder one vote on company matters;
• GOOG, on the other hand, is Class C stock and comes without voting rights.

Both GOOGL and GOOG typically trade around the same price. As you decide between the two, weigh the importance of having a symbolic say in the company’s corporate affairs as a shareholder. In general, Alphabet Inc. (Google) stock has gone through three stock splits in total, with the most recent Google stock split date on July 18th, 2022.

You can acquire GOOGL as well as GOOG stock via multiple brokers, which we will overview later in this guide.

How to buy Google stock? Step-by-step process

Google is a publicly-traded company, which means you can buy GOOGL and GOOG stock through a broker. The steps involved in purchasing shares of Google are summarized in the following section in detail.

Step 1: Choose a broker

To buy Google stock online, you’ll need a brokerage account. While several platforms are available, the one that suits you will depend on your investment style (long-term buy-and-hold strategy or active day trading) and needs (e.g., whether you want to trade more advanced financial products such as options). When assessing brokers, consider the following features:

• Fees: Brokerage fees are a type of fee collected by brokers to execute your transactions or provide specialized services. Fortunately, today, the vast majority of online brokers offer commission-free stock and exchange-traded funds (ETF) trading;
• Security: Pick a trustworthy broker by ensuring it is fully licensed by state regulatory authorities as well as FINRA and registered with the Securities and Exchange Commission (SEC);
• Trading tools: Active traders may prefer brokerage accounts with all the bells and whistles. Some brokers offer fully customizable platforms with comprehensive analysis tools or access to additional data for an extra cost. If such additions are unnecessary for your purposes, avoid paying extra for them. It’s typically a good idea to look for a user-friendly platform with a competitive fee structure if you are new to stock trading. A dedicated section with investing tips and tricks is a bonus;
• Access to market data: You should search for a platform that allows access to solid market research and reporting tools to help you trade confidently with updated data;
• Fractional stock trading: Fractional shares allow investors to buy stock or ETFs by the dollar amount instead of the number of shares; especially helpful for investors who don’t have unlimited capital but want to build a diversified portfolio or are looking to set up a dollar-cost averaging strategy. 

Where can I buy Google stock?

Thanks to various online brokers, access to the stock market has never been more accessible as well as affordable. However, choosing the right broker optimized for your needs (investing goals, educational tools, trading style) is critical for a stress-free trading experience. 

To securely invest in Google and buy GOOGL/GOOG stock, consider these brokers:

1. eToro

• Commission-free stock trading; 
• 2,000+ stocks from 17 exchanges;
• Fractional shares available;
• User-friendly platform.

Best for:

Intermediate Traders and Investors

2.8 Million Active Accounts

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Finbold is compensated if you access certain of the products or services offered by eToro USA LLC and/or eToro USA Securities Inc. Any testimonials contained in this communication may not be representative of the experience of other eToro customers and such testimonials are not guarantees of future performance or success.

2. Interactive Brokers (IBKR)

• Commission-free stock trading;
• Global stock-trading on 90+ market centers;
• Fractional shares available;
• Extra income on fully paid shares;
• Lowest financing rates for margin accounts in the industry;
• No account minimum. 

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Step 2: Fund your account

Once you have decided on a broker, it’s time to fund your account. Remember, it can sometimes take up to three days for the money to reach your account.

Step 3: Research the company 

Before investing in Google, you’ll want to research the company’s financials to better understand its performance, risks, competition, and prospects. Fortunately, as a publicly traded company, Google’s quarterly (form 10-Q) and annual (form 10-K) earning reports, SEC filings, founders’ letters, product and business updates, as well as recent press releases can be accessed directly from its investor relations section. 

After weighing both the expected risks and rewards, decide whether you want Google stock as part of your investment portfolio.

Step 4: Decide how much you want to invest

Now that you’ve decided that Google stock is the right choice for you, you’ll need to determine how much you want to invest.

The amount of money you invest ultimately depends on the stock price and the number of shares you want to buy. If the share price of a stock you’re interested in is financially out of reach, you can also explore fractional shares. Fractional shares allow you to purchase shares on the dollar amount you’re comfortable with, so you may end up with less than a whole share, a whole share, or more than a whole share.

Because investing can have unpredictable returns, it’s essential only to invest what you can afford to lose and to be mindful of your risk appetite.

Step 5: Place your order and buy Google stock

Once you decide on the number of shares or the dollar amount you’d like to purchase, you can place your order. If you’re working with an advisor, tell them you’d like to buy Google stock and how much you can invest, and they’ll do it for you. If using a brokerage account, simply log in and enter the ticker GOOGL/GOOG in the search bar. 

There are a few different execution options to choose from, including:

• Market order: A market order is an order to buy the stock at the current market price that is generally executed immediately (subject to availability);
• Limit order: A limit order is processed once the stock reaches your specified price. For example, imagine you want to buy Google stock at $100 or lower. You would then set the limit price at $100, and the order will only execute when the stock reaches the set price or lower;
• Options contract: Options speculation allows for leveraged positions in a security at a fraction of the cost of the underlying asset. A call option allows the trader to profit if the price of the stock increases, and a put option enables them to profit if the stock price declines. Remember, derivative instruments can only be traded on a margin account, which typically has higher minimum balance requirements than standard brokerage accounts. 

Step 6: Monitor your investment

Even with a blue-chip stock like Google, you want to keep sporadically checking its performance. A solid method to gauge how your investment in Google measures up to the rest of the market is by comparing its performance to that of a benchmark index, such as the S&P 500. Additionally, you can keep an eye on its financials by checking the same annual and quarterly reports you used to conduct your preliminary research.

So, while “set it and forget it” is a solid strategy for a diversified portfolio of ETFs, for single stocks like GOOGL/GOOG, investors should keep a close watch on press releases, company health indicators such as revenue and net income, tech industry performance as well as overall market conditions. Then, depending on your financial goals, use that knowledge to reassess whether it’s best to hold onto the stock or sell it. 

You may also want to track the performance of similar stocks in the industry for comparisons, such as Amazon or Microsoft.

Google stock price today

Should I buy Google stock?

Besides looking at Google’s fundamentals, you can use technical analysis to evaluate the company and identify trading opportunities in price trends and patterns seen on charts. 

This gauge displays a real-time technical analysis overview for your specified timeframe. It can be a valuable technical analysis tool for many traders by simplifying trading decisions by demonstrating the real-time recommendations of popular technical indicators such as moving averages and oscillators.  

Disclaimer: TradingView does not recommend trading financial instruments based exclusively on the advice of the Technical Rating indicator. These recommendations cannot predict future movements and are meant as assistance for spotting potentially favorable buy/sell conditions if this is consistent with their strategy.

Common mistakes to avoid when investing in stocks

Mistakes are expected when investing in stocks but can be avoided if you recognize them. For an in-depth guide on investing mistakes, we have compiled a list of 17 common mistakes and tips for preventing them. But, for now, let’s list some of the most typical ones:

1. Not performing your due diligence on the stock;
2. Having unclear financial goals;
3. Attempting to time the market;
4. Failing to diversify;
5. Letting your emotions rule the investment decision-making process.

How to sell Google stock?

You can sell Google stock if you see the company performing differently than expected or after reaching your desired financial goal.

If you’re working with an advisor, they can create a sale order for you. However, if you have your own broker account, simply log on, navigate to the stock’s detail page, input the number of shares or dollar amount you want to offload, and tap sell.

Pros and cons of buying Google stock

Since its beginning 24 years ago, Google has built its reputation on its superior search engine, far eclipsing its rivals, and remains the near-monopoly search engine in most markets. That said, competition is getting stronger, and eventually, Google might lose its mojo as consumer tech products evolve. 

So, here’s a look at the pros and cons of buying Google stock. 

Pros

• Diversified business: Although Alphabet is most commonly known for its search engine Google, it is widely diversified and offers numerous products and services in various areas. For example, online platforms such as Chrome, Gmail, and YouTube, as well as the Android operating system and Google Play app store;
• Bold new ventures: Several promising areas hold the potential that could launch a new era of dynamic growth for Google shareholders. In particular, AI and autonomous vehicles (AVs);
• Solid financials: Google has a strong balance sheet and is well-positioned compared to industry competitors. 

Cons

• Regulatory scrutiny: The company is entering a new era of oversight regulations aimed at stripping the tech giant from its monopoly gatekeeper status. That said, keep in mind that Google’s peers in Big Tech, like Apple, Facebook, and Amazon, are also under the microscope;
• Fierce competition: Competition is getting stiff for Google, particularly in advertising. This is troubling since Google’s business still rests mainly on advertising revenue;
• No dividends: Google does not pay dividends to its stockholders.

In conclusion 

Though a relatively young company, Google’s solid balance sheet, steady revenue, and profit growth give it a bona fide blue-chip stock status. As such, Google is among the safer stocks to buy in the long haul. Still, stocks are risky assets, so, as always, remember to do your own independent research and have sound risk management tools in place before entering the market. 

Disclaimer: The content on this site should not be considered investment advice. Investing is speculative. When investing, your capital is at risk. 

FAQs about Google