Why can’t your Google ads show up?

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Why can’t I see my ads when I search on Google? In fact, there are many factors that can affect the delivery and exposure of your ads. Here are some of the main reasons why your ads are not appearing at the top of the search results page.
Google’s goal as a search engine is to provide relevant results for users’ searches. If a user searches for a brand but doesn’t click on the ad, it will have an impact on the clickthrough rate and send a negative signal to Google. These will affect the quality of the ad and whether Google will show your ad to other users.
Google has a tool called Ad Preview and Diagnosis that you should use to test keywords.

  1. The advertising budget is too low
    If your campaign has a limited budget, you may not be able to participate in the auction every time. If the daily budget is too low for the search volume and cost-per-click for keywords in your campaign, Google may not choose to show your ads. If you want to see the percentage of impressions lost due to budget or low rankings, you can tick the following metrics:
  • The ranking of the advertisement is too low
    Ad Rank = Bid * Quality Score.

If the ad bid and quality score are too low, you may not be able to win the auction due to the low ad position. At this point you need to consider raising your bids (you can use smart bidding) and work hard to improve the three components of Quality Score:

Ad relevance: Does the ad copy match the user’s search query and intent?

Expected clickthrough rate: Can an ad copy attract users to click?

Landing page experience: Is the landing page loading fast enough to match the user’s search and provide a good experience?

  • The ranking of the advertisement is too low
    Ad Rank = Bid * Quality Score.

If the ad bid and quality score are too low, you may not be able to win the auction due to the low ad position. At this point you need to consider raising your bids (you can use smart bidding) and work hard to improve the three components of Quality Score:

Ad relevance: Does the ad copy match the user’s search query and intent?

Expected clickthrough rate: Can an ad copy attract users to click?

Landing page experience: Is the landing page loading fast enough to match the user’s search and provide a good experience?

  1. Search outside of the ad schedule
    If you schedule a time period, exclusion rules or bid adjustments may prevent the ad from showing. You can check your settings in the ad scheduling.
  1. Search outside of the ad schedule
    If you schedule a time period, exclusion rules or bid adjustments may prevent the ad from showing. You can check your settings in the ad scheduling.
  • other reasons

device

If you’re searching on a mobile device, you may be experiencing device exclusion or negative bid adjustments, which may affect your ad’s display.

Crowd portrait

Is your campaign only for a specific age or gender? This is also one of the factors that prevent viewing ads.

swipe

If you’re running a remarketing campaign, you’ll only see it if it’s part of your target audience. Also, depending on whether you’re doing it in the station or a list of customers, you may be excluded from your audience.

IP address

If your campaign excludes your IP address, you may not see the ad. It is recommended that you check the settings to see if it is caused by this situation.

position

You might have set a location exclusion option for your campaign. If you search from other places, you may not see the ad. Check the location settings and use the location tool in “Ad Preview and Diagnosis” to resolve them.

Ad Preview and Diagnosis

negative keywords
Using campaign and ad group negatives and negative keyword lists may result in your ads not being visible when searching for certain keywords.

There is a tool called Saving Ben Lite that looks for negative keywords for you. Adding the right negative terms can help you reduce your advertising spend and increase your clickthrough rate and ad relevance.

Google is more biased towards natural results
Google provides searchers with answers through search results pages, and both paid and organic search results are placed below the page. Take this search as an example:

Google shows knowledge maps, answer boxes, and search results that people are searching for, rather than paid ads or traditional natural results. Even if you bid on the search term, Google still believes that other results provide a better experience for searchers.

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