Have you ever wondered why your Google Ads aren’t appearing as often as you’d like or not showing at all? You’re not alone. Many businesses encounter this issue, and the answer usually lies in understanding two crucial Google Ads concepts: Ad Rank and Auction.
What is Ad Rank?
Ad Rank is a value that Google uses to determine where (or if) your ads appear in search results. It’s calculated using your bid amount, the quality of your ads, landing page experience, expected click-through rate (CTR), ad relevance, and the context of the search (like the user’s location and device).
What is the Google Ads Auction?
When someone makes a search that matches keywords you’re bidding on, Google Ads runs an auction to determine which ads will show up and their position. Ad Rank plays a critical role in this process. Google calculates the Ad Rank for every ad in the auction, then orders them from highest to lowest. Ads with lower Ad Rank may not appear at all.
Why Aren’t My Ads Showing?
There are several reasons why your ads might not be showing. Let’s explore some of the most common ones:
Low Budget: If your daily budget is lower than the recommended amount, your ads may not show as often as they could. In some cases, they might not show at all.
Low Ad Rank: As mentioned earlier, your Ad Rank could be low due to a low-quality score or bid amount. To improve this, you can increase your bid, enhance the relevance of your keywords, or optimise your landing page.
Negative Keywords: If you’ve set up negative keywords, ensure they’re not unintentionally blocking your ads from showing up for relevant searches.
Location and Scheduling Settings: If your campaign’s settings only target certain geographical areas or specific times, your ads won’t show to users outside of these parameters.
Approval Status: Google reviews all ads to ensure they comply with advertising policies. If your ads violate these policies, they may be disapproved.
You Are Not Your Target Market
With the advanced targeting options provided by Google Ads, your ads are aimed at a very specific group of users – your target audience. This means that you, as an advertiser, aren’t necessarily part of this group. You might not see your own ads, but that doesn’t mean they’re not showing to your potential customers.
Never Search For Your Ads
While it might be tempting to look up your own ads on Google, doing so can negatively impact their performance. Repeated searches without clicks can lower your click-through rate (CTR), which can in turn affect your Ad Rank.
Instead of searching for your ads, use the Google Ads’ Ad Preview and Diagnosis tool. It allows you to see exactly how your ad appears in search results for a particular query, without impacting your ad statistics.
Understanding is the First Step
Understanding why your Google Ads aren’t showing is the first step to improving their visibility and performance. Google provides several tools, like the Ad Preview and Diagnosis tool, to help advertisers identify and solve issues that could be preventing their ads from showing.
Navigating the world of Google Ads can be complex, but with patience and a little knowledge, you can ensure your ads get the visibility they deserve. Remember, it’s not always about having the highest bid. More often, it’s about having high-quality ads and a relevant landing page that provides a positive user experience.
We hope this post has shed some light on why your ads might not be showing and how you can address this issue. As always, if you have any further questions or need assistance with your Google Ads, don’t hesitate to reach out to us. We’re here to help your business succeed.