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Your Google ads aren’t showing. That’s alarming, to say the least.
If you’re not seeing your ads on Google search, this might not be reason for alarm: You should only use
the Ad Preview tool to check for your ad.
The good news: There’s more than likely a perfectly good explanation as to why your Google ads aren’t
showing. For the sake of clarity, I’ll divide those reasons into two categories: performance-related
and non-performance-related. Because they’re generally easier to fix, I’ll start with those in the latter
category.
Obviously, in order for these transactions to go smoothly, the payment information linked to your account
needs to be valid and up-to-date. If Google can’t charge you, your ads won’t show up in the search
results.
At the other end of the spectrum, your Google ads may not be showing because your bids are too low.
Your ad rank for a given auction depends on your quality score for the keyword you’re bidding on as well
as the bid itself. If you navigate to the Keywords section of your Google Ads account, you can use bid
simulators to estimate the impact of increasing your bids by different amounts.
Tactically, however, simply waiting around for volume to increase isn’t exactly a good idea. Using
Google’s Keyword Planner (which comes with your Google Ads account) or our very own Free Keyword
Tool, you should try your best to find a similar keyword with substantial volume.
Alternatively, your ads may not be showing because they—or their corresponding ad groups or
campaigns—have been removed from your account for one reason or another. Unfortunately, if this is
indeed the case, you’ll have to start from scratch.
To see if you’ve accidentally paused or removed anything within your account, simply navigate to
Change History. Here, you can see the changes that have been made to your account and filter
by Status.
If you’ve made sure nothing’s been paused or removed and you’re still not seeing your Google ads
show up in the search results, it’s possible that they’ve been disapproved. Obviously, any ad that’s been
disapproved is ineligible to show to users. To learn how you can fix your disapproved ads and get them
back on the SERPs, check out Google’s ad policies.
Next to that Ad Schedule tab you’ll also find the location targeting parameters for your campaign. It’s
possible that your Google ads aren’t showing simply because there’s not enough keyword search traffic
coming from the geographic region you’re targeting. Once again, you’ll want to make sure this campaign
setting isn’t too narrow.
Pro tip: If you want to see how a particular segment of your prospects respond to your ads without
exclusively advertising to that segment, you can use the Observation setting rather than the Targeting
setting. Whereas targeting limits you to reaching only a specific audience, observing enables you to
reach a wide audience while tracking the performance of your ads among a specific audience. That way,
you’re gleaning valuable insights without going too narrow.
Negative bid adjustments—which allow you to automatically decrease your bids within a particular
campaign under specific circumstances—can be set on a number of different parameters: device type,
time of day, location, and so on. As effective as this capability can be, if the negative bid adjustments
you’re setting are too extreme, it’s entirely possible that you’re knocking yourself out of the ad
competition.
Negative bid adjustments set on certain times of day (which I can’t reveal!).
Once again, using the simulated bid columns within your Keywords report will prove helpful.
www.wordstream.com/google-adwords
11 REASONS YOUR GOOGLE ADS AREN’T SHOWING—AND HOW TO FIX THEM 7
Google ads to show is a matter of optimization. That’s what we’ll be talking about for the remainder of
this guide.
(Because optimization is trickier than adjusting a negative keyword match type or correcting your credit
card information, these sections will be a bit longer than the previous ones.)
Your performance in the ad auction depends on how relevant your ad is to the user’s query; the more
relevant your ad, the higher you’ll rank in the paid search results. This brings me to the key question:
How do you make sure your ad is relevant to the query?
Short answer: by building ad groups that are comprised of closely related keywords. If the keywords
within your ad group are closely related to one another, it’s practically guaranteed that your ad will be
relevant to the user’s query—no matter which keyword is triggered, no matter which ad is selected.
The fact that your Google ads aren’t showing may be due to the structure of your ad groups. If you find
that you’ve build your ad groups with keywords that aren’t closely related to one another, that’s likely the
reason you’re not performing as well as you’d like to in the ad auction.
In a nutshell, optimizing an ad to rank highly in the paid search results means incorporating your
target keyword into your copy. By writing copy that includes your target keyword, you’re effectively
signaling to Google that your ad is relevant to the user’s search query.
(Are you sensing a theme here? Good! When your Google ads aren’t showing and you need to
optimize, relevance is the name of the game.)
Hopefully, this sheds some additional light on my previous recommendations regarding ad group
structure. Within a given ad group, you should have more keywords than ads. If you’ve ensured that
these keywords are closely related to one another, it’ll be infinitely easier to incorporate them into
your copy.
Think of it this way: If you housed the keywords “dog food” and “10 foot dog leash” within the same ad
group, it would be pretty tough to write copy that incorporates both of those, right? By contrast, if you
housed the keywords “dog food” and “dog snacks” within the same ad group, you’d be in great shape.
The bottom line: Your Google ads may not be showing simply because your copy isn’t keyword-
focused enough.
Here’s what that means for you: You need to look closely at each of the keywords you’re targeting with
your Google ads. Think about the users whose queries are triggering these keywords. What are they
struggling with? What are they trying to accomplish? What can you do to help them out?
Your answers to these questions should inform the content on your landing pages. The better you
are at solving users’ problems with your landing pages, the better you’ll perform in the Google Ads
auction. For good measure, you should also make sure to incorporate your target keywords in your
landing page copy. That can only help you out.
Believe it or not, our advice for writing ad copy that compels users to click is basically the same as our
advice for creating hyper-relevant landing pages: You need to look at the keyword your ad is targeting,
think about the users who are triggering that keyword, and identify the specific problem or pain point
you need to address. In other words, writing an ad that drives a high CTR is all about meeting the unique
needs of your prospects according to their position along the customer journey.
Prospects at the beginning of their customer journeys (near the top of your marketing funnel) typically
appreciate ads that provide relevant information and answer their questions. Prospects at the end of
their customer journeys (near the bottom of your marketing funnel) typically appreciate ads that enable
them to convert or make a purchase.
If your Google ads aren’t showing and you can attribute it to low CTRs, take a close look at your ad copy
and judge whether you’re doing a good enough job of mapping keywords to the customer journey and
addressing users’ needs.
Before you go, here are some additional resources you may find relevant or useful:
• The Last Guide to Google Ads Account Structure You’ll Ever Need
ABOUT WORDSTREAM
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