“My Google AdWords account is up and running with impressions and clicks being reported. I enter my best keywords in Google, so why aren’t any of my ads appearing in the search results?”
Well, what could be some of the reasons your ads aren’t showing based on one individual search?
• Location Targeting – You may have set your ads to show in a specific geographical location and your IP address is outside of the selected location. Use the “Ad Preview and Diagnosis Tool” under the “Tools and Analysis” tab to see what your ads will look like in a live search result.
• Irrelevant impression protection – If you repeatedly search your keywords, trigger ads, but never click on them, Google will record your IP address and stop serving you ads. When you see ads on a regular basis, but don’t click on them Google believes you are not interested and will stop showing them to your IP address.
• Budget – You have set a daily budget amount in your campaign(s) and you may have exhausted your budget for the day. Additionally, if your ads are set to show on a standard delivery basis, they will be delivered steadily over the course of the day. With a low campaign budget Google will stretch out ad impressions over the day and therefore each search may not trigger an ad. Use the Auction Insights report to measure how many times your ad is appearing vs. how many times it is eligible to appear. This report is the Impression Share report and it could justify an increase in budget, which could bring more ad impressions.
• Credit card has expired or been maxed out – The credit card you have assigned to the account may have reached its expiration date or exceeded its credit limit. It is always good idea to keep a second or back-up source of credit in the billing profile for just such an event. To add a second payment method locate your “Billing Settings” under the “Billing” tab in your account.
As I mentioned earlier, a great report to get an idea of the percentage of times your ad appears and to measure your performance with the other advertisers is the:
• Auction Insights Report – This report contains the Impression Share metric that gives you the number of impressions your ads received divided by the number of impressions you were eligible to receive. You will also get impression share numbers of competitors who are eligible in the same auctions. Other valuable data includes overlap rate, position above rate, and top of page rate.
If you still have questions about your ads not appearing, the Auction Insights Report, or any of the AdWords reports please feel free to contact True North Consulting at firstname.lastname@example.org