5 Reasons Why Your PPC Ad Might Not Appear When You Search For It
When using your resources to pay for and implement a Pay-Per-Click (PPC) campaign, you’d hope to see your ad featured on the search engine results page. When this is not the case, it can be very frustrating and even stressful, especially for those who are relying on advertising for lead generation. You may be wondering, if I took the time to research and implement, why is my PPC ad still not showing up? Well, there are several often overlooked reasons why this may be happening.
1- Wrong Location Targeting
One of the most common yet overlooked reasons your PPC ad may not be showing up on your search engine page is that you are searching from outside your targeted location. For advertisers to have a higher chance of reaching the right types of audience, being strategic about the location placement is key. PPC platforms like Google Ads allow advertisers to select specific geographic locations for where they are targeting their ads to appear. This means choosing to focus on a specific city, region, or country.
When your target is set, if you go to search for your ad from a location that is outside the area, it is likely your ad will be nowhere to be seen.
2- Low Quality Scoring
Quality Score is a metric implemented by Google’s algorithm to determine the relevancy and efficiency of ads. Usually based on factors like expected click-through rate (CTR), relevance, and landing page experience, if your quality score is low, your ad will be less likely to frequently appear or appear altogether.
Google tends to highlight ads that have a higher ad rank (a combination of quality score and bid amount). If your competitor has ads that have a higher ad rank, it is likely they will appear more often and potentially push down your ads.
3- Check Default Settings
Another detail that is often overlooked is Google’s default settings when it comes to location and language targeting, and goal setting. Unfortunately, these settings play a huge role in the success of your campaign performance.
One of the most common Google defaults is the geographic targeting setting which is set to target those who are ‘interested’ in your locations. Meaning, rather than being within your targeted location specifically, they can be from anywhere but have shown interest in their search queries. If your ad is promoting a product or service in a specific targeted area, it is important you ensure your settings are set to those within your target geographical location.
Another default setting that can make all the difference to the success of your ad is the language targeting setting. Google will match your keywords to users who understand at least one of your targeted languages. This can affect international brands and their ability to reach other targeted languages. To avoid this, you should create individual campaigns for each target language and then choose the language setting that matches your ad copy.
4- Ensure Valid Payment Method
This may seem like a pretty simple mistake to avoid, but if you have your Google Ads account set up to receive automatic payments, it is important you check your funds. Google charges you when:
- You hit your pre-set payment threshold, or
- You hit the end of your billing period
Google will charge for whatever of the two happens first. For transactions to go through, you must have valid payment information linked to your account. When automated, it is easy to overlook expiration dates and balance limits. If Google is unable to process your payments, your ads will automatically stop showing up in search results pages.
5- Searching For Your Own Ad
Another reason why your ads might not be showing up in your keyword searches is that you are looking in your own browser. When you use search engines like Google, it keeps track of your interests over time and will usually feed you ads that match your search inquiries. Depending on the type of product or service you are trying to place, if it does not resonate with your interests, it is likely it will not show up even if you search specific keywords.
To avoid running into problems with Google’s personalized search results, you may have to search in an incognito or private browsing window. These search tactics will remove any preset preferences that tend to sway what appears on your results pages.
Avoid PPC Ad Mistakes By Partnering With BluShark Digital
PPC ads not showing up in search results can be stressful and frustrating, especially when you are paying and expecting results. Ultimately, there are ways to navigate around the complexities. At BluShark Digital, we understand how important the details are. Whether big or small, if something is out of place, it can make or break the success of your Ads. It is our top priority to educate ourselves on the latest developments and what can help businesses set themselves apart. Contact us today to discuss how we can optimize your strategies and get the results you deserve.