All your campaigns are set up, you’ve defined all your ad groups and keywords, budgets are set up and your billing information is on the account. Everything is ready and should be up and running but you can’t see your ads when searching for them. Here are some reasons why your ads might not show when you look for them:
One obvious reason on why you are not seeing your ads on Google is that you are searching for a keyword that in not in your campaign. This keyword might not be running due to no search volume, or was running in the past but has been paused due to a high CPA and/or for leads of bad quality.
It might happen your ad status is “Approved (limited)”. That means Google will still show your ads but not in all situations. Some of Google policies restrict certain ads or the use of certain words. An example of this could be in the use of trademarks if you don’t own them for example.
Sometimes, even if you have thought through all the keywords combinations, some of your targeted keywords might have low search volumes, meaning not enough people will be searching for your keyword for your ad to trigger. According to your budget, AdWords will choose to advantage another combination.
When your campaigns are targeting specific areas, you need to be exactly in that specific area in order to see your ads. But what if your campaigns are targeting Harefield and well, you are currently doing the search being physically in Harefield? When we say “your location” we are in reality referring to your device location. Is your mobile device pinpointing you near the Town Hall or in your previous location when you used the Internet for the last time while you were travelling to go to work? A similar scenario is happening if you use a computer depending on what IP is identifying you or the location set up on the Google account you are currently using. So even if you are physically at the exact location of your campaign to see your ads, the device you use might be somewhere else.
Searching for your ads on a Wednesday morning but cannot see any? You might have an ad schedule in place. Often, in order to optimise campaigns, deep dives and analysis allow us to focus on what time of the day and which days are the more likely to bring you the most conversions. Why should you spend money on a Wednesday morning when you know your conversion rate is really low and you are more likely to convert on a Thursday afternoon? Reattributing your budget is then a good idea to make the most of it.
Google looks at your daily budget and keywords and tries to ensure it shows you evenly throughout the day. If your budget is low it’s possible your ads will not show at all times. As a rule of thumb, you should never Google yourself. Indeed, when you see your ad but don’t click on it, you are reducing your CTR – in other words, the percentage of people who click your advert over a competitor and this is causing your CPC to increase.
In addition, if you are already searching for your ads sometimes, you should never do it on a regular basis. If you do and don’t click on your ad, Google will just assume your own ad is not relevant to you and will try and show other results. If you want to be sure and have a look at how often you appear when people search, just have a look at your impression share and your average position.
Your actual spend is going to vary each day. It might happen that at the time you search, your daily budget is already depleted and you will not show for the rest of the day. If you have budget left but not enough to show your ads for every single search your ad would be relevant to appear, you might not see your ad because Google will by default try and stretch your daily budget throughout the day.