A Classic Client Concern and how to address it.
It’s common for clients to sit in front of their computer and search for their ads. You can’t really blame them, they want to take market share away from their competitors and they want to succeed in the paid search game. It can happen that their searches don’t always yield their ads. This can cause frustration and worry for business owners.
Luckily there are some very sounds reasons why their ads aren’t showing up. Some of these are quite simple and can be easily addressed. Before you give an answer back to your client, it’s critical to perform a few simple audits. Below are 3 easy audits that can shed light into why your ads aren’t showing up.
1. Limited by budget
One simple reason why your ads might not be showing up could be due to budget limitations. If your daily budget is too low, this will limit your ads ability to serve. Google will try to stretch your budget over the course of the day. If your budget is too low this will result in sporadic serving. The way to get around this is to increase your daily budget and monitor your impression share.
2. Disapproved ads
Another factor that can affect your ads ability to serve is disapproved ads. This is actually quite common. Ads can be disapproved for a number of reasons. This can range from a broken URL, to punctuation issues. Quite simply if your ads are disapproved your ads will not serve in the results. It’s best to correct and resubmit your ads for approval to remedy this issue.
3. Keyword not in your list
Another simple reason why your ads might not be displaying is that the keyword being searched isn’t in the list. It’s important to find out from your client which keywords they were searching. While close variants can trigger ads there is no guarantee they will trigger your ads on a regular basis. The best way for your ads to trigger on a specific query is to actually add the keyword to your list. This will give you more control over how much you bid for that keyword.
Final Thought
One tip I will pass on. It’s better that you conduct these audits on a regular basis. It’s always better if you catch these issues before your client. Reporting these opportunities to your client will build your credibility and increase your trust with your client.