Are you having trouble getting visibility with your Google ads?
Google ads not showing is a common problem for those who don’t have the inside track on AdWords.
It’s also troubling, particularly if you’re in a local market and not getting leads.
Fortunately, there are a few easy fixes that can make sure your advertisements are plastered over the top of the page. Let’s get right to it and we’ll help you troubleshoot your advertisements.
First Things First: Declined Payments and Paused Campaigns
The first things to take a look at are obvious, but you’d be surprised at how often users fall prey to them.
An errant click will occasionally pause a campaign. The first thing to do is to make sure that the campaign is still running. If you’ve accidentally checked the pause button you’re not going to show at all.
The second thing you’ll want to make sure of is that your last payment to Google AdWords went through. Sometimes a card gets declined for various reasons and if you haven’t paid last month’s bill Google isn’t going to show your ads.
Check Your Bids
Bidding is the central component of your PPC campaigns and it’s one of the most common reasons for ads failing to show.
Bid too low and you’ll end up not showing at all. Most people are aware of that, but the other direction can be just as detrimental.
When you bid too high you may burn through your budget before you’ve even had a chance to make your first sale. It’s a common mistake for newbies and you can adjust your bids or budget accordingly to get your ads showing again.
Bidding really high isn’t always the best way to do things, however, even if you have the budget to do so. You may end up spending ten times more than your competitors if you don’t keep a tight leash on your AdRank as well.
Take a Look at Your Keywords
Sometimes the search volume for the keyword targeted isn’t there. Keyword research isn’t something you can skip over, particularly if you’re new to using AdWords.
Search volume indicates how many monthly searches roll in for each of the keywords that you’ve chosen to use. Despite what some people will tell you, you can actually use the built-in keyword tools quite effectively.
It can take some additional research into how to use Google Keyword Planner more effectively if you’re insistent on handling things yourself, but the effort will reward you with better results than virtually any other aspect of your PPC campaign.
Or, you may be stuck bidding for keywords that have huge search volumes and commercial potential. In those cases, the competition may simply be drowning you out through virtue of higher budgets and professional assistance.
You may need to move to long-tail keywords and question-like queries in order to have your ads seen on a regular basis.
When it comes down to it, your keywords are the beating heart central to your paid advertising and the time spent will be well-rewarded in most cases.
Is Your Copy Relevant?
Google AdWords doesn’t allow a lot of room for advertising copy. You’ve really only got 270 characters to make the most of.
That means a tight focus on keywords and relevancy, rather than flowery ad copy, is the best way to increase your AdRank.
Leave out the mottos and slogans, unless they were designed with keywords in mind, and instead focus on making sure that anyone reading it knows exactly what you’re selling before they click on the ad.
The truth is that this limitation isn’t too bad. When someone is targeting a keyword with commercial intent they’ll often only read the headline. Just make sure to keep things tight and relevant for the best results.
Your Landing Page and CTR
There are two more components that people often overlook.
Your landing page has to be relevant to the keywords and ad copy you use. People will occasionally get the bright idea to slide into a niche with higher volume but zero relevance towards what they’re selling.
Think someone selling hiking boots but using ads masquerading for cheap Air Jordan sneakers and you’ll see the problem. Google’s focus is always on the end user’s experience and if your ad detracts from that it’ll get shuffled out quickly.
Google’s algorithms are great at sniffing out schemes like that. You can also do it on accident, just not showing what users what their original search intent was looking for. It’s a good idea to check which keywords you’re looking at and see if there could be any confusion.
Google also rewards ads that perform well in the first place. If your click-through ratio is too low you’ll be penalized, while ads that are relevant and receive a lot of clicks will generally have their AdRank improved over time.
It’s all about relevance for the end-user and whether or not Google thinks your ad will be helpful. You’re certainly paying them well, but they’re a titan because they focus on the search engine user and not necessarily on the people who are paying for their ads to be placed.
Google Ads Not Showing? Not a Problem
It can be frustrating to find your Google ads not showing. We recommend going through the above before you start to panic, they’re all quick and easy fixes after all.
In the end, however, many small businesses simply don’t have time to create campaigns that are complex enough to really shine. That’s where professionals come in.
If you’re looking to make sure that your next Google AdWords campaign really makes a splash, why not contact us and see what we can do to help your marketing efforts.
1) Start with The Destination: Your website or landing page (s) are critical to your Google Ads / PPC advertising results. Focus on this first before running paid ads, as the initial impression the searcher has of your website, and your business, are imperative for increasing leads and sales. To begin, make sure that your site loads quickly, as this is important to users as well as Google. You can use site speed tools to check your site, such as GTmetrix or Pingdom. If you are using a WordPress site, you can use a caching program such as WP Rocket and an image optimization plugin, such as WP Smush. Make sure that your website is mobile friendly. It’s important that your landing pages are visually appealing, has confidence factors (certifications, awards, testimonials, etc.), lower the barriers of entry and makes it easy to contact your business. You can either a) use a website builder program such as Square Space or WIX b) use a WordPress site and a user friendly theme such as DIVI c) hire a good web developer. Use a good hosting company, consider using a CDN such as Cloud Flare.
2) Focus on Best Practices: Setup and manage your campaigns based on industry best practices: https://support.google.com/google-ads/answer/6154846?hl=en This includes running relevant keywords focused on both search volume and relevance / buyer intent to your business. Stay away from broad match keywords or keywords with too broad of an intent. Use the keyword planner tool in your Google Ads account to find relevant keywords with buying intent as opposed to research / informational searches. Make sure that your landing pages have some of the major keywords on your landing pages.
3) Optimize on a regular basis. Pay per click advertising is a fluid, ever changing process. It’s more of a live auction than a set and forget process. You should be strategically optimizing your PPC campaigns on a bi-weekly basis. At the minimum, you should be: a) reviewing and implementing appropriate optimization ideas in your account b) labeling all converting keywords and phone calls, so you can be more strategic in your bidding c) removing low quality score keywords (2/10 or less) d) make sure that you are not running broad match keywords, which can run up your costs and reduce relevance d) reviewing the search terms report, adding converting / relevant keywords and excluding keywords / search terms that are not relevant. e) optimizing ads and adjusting. Normally, I would suggest viewing ad data over a longer period of time and pausing any ads that have over 100 impressions and a click thru rate of less that 1% and writing new ads. Test 3-4 ads per ad group, including running responsive search ads and potentially call only ads.
4) Reduce click fraud. Google does pro-actively filter out and remove invalid clicks from your Google Ads account, so you are not charged for those. However, there are both unscrupulous advertisers that may click on your ads to run up your costs, bots, click farms and more that can waste your advertising dollars. Using another layer of protection against click fraud, such as Click Cease, PPC Protect or other related tools, can help reduce advertising waste and inefficiencies.
5) Track results. It’s critical to accurately track conversions / results in your pay per click advertising. A conversion is simply an action you want a user to perform, such as clicking on your ad and calling your business (website call conversion), submitting a contact form on your site and requesting additional information, making a purchase, etc. Google has an excellent tag implementation team that can help ensure that all conversion tracking is properly setup. You can contact customer support and request and appointment with the tag implementation team (make sure that you have administrative access to your website and that the site is being backed up on a regular basis.)
The above article was written by Steve Pitt, President of Internet Expert Online & PayPerClickAuthority.com Steve Pitt is certified in Google Ads and Bing Ads (Microsoft Advertising) and his company is a Google Partner, Bing Ads Partner (Microsoft Advertising Partner) and A+ rated with the Better Business Bureau. Steve has specialized in PPC advertising management since 2010 and is author of the book, Google AdWords: Better Results In 30 Days”.
You’re planning out your Adwords bid strategy, which means you’re about to make a big investment in your business. And the word ‘big’ is used intentionally, even if you aren’t working with a huge budget. Well-thought out Adwords bid strategies take your most valuable resources as a business owner: time and energy.
But with the right strategy and some foresight, your Adwords campaign can become a serious asset for growing your business.
In this article we’ll look at the secret—no, secrets—behind a winning strategy for Google Adwords.
Let Google Help You
As a business owner—or someone preparing a pitch to go to the business owner—it’s important to remember that the key to a good strategy is to use the information Google gives you. Google is, quite literally, the titan of the internet. One way they prove that is by literally showing you on their website how to structure a good Adwords campaign.
For example, the first thing Google does is ensure that you have a goal for your campaign. There are several different reasons you might run an Adwords campaign, and they may be more specific than you think. Don’t assume just because you’re trying to grow your business that every option will work.
Do you want customers to go directly to your site? Do you want them to click through or work their way into a sales funnel? How about capture leads in an email list?
Knowing this will help you set up the rest of your campaign.
Choose Manual Or Automated
Google gives you the option to automate your Adwords bidding nowadays. Unless you want to be totally hands off (and have the budget to do so), it’s probably best to be at least somewhat involved in the process. This might mean doing it yourself, delegating the task to someone on your team, or using a third-party service to keep track.
A manual cost-per-click strategy, for example, gives you options. You can set bids at prices based on the ad group or the keyword level. Since these can change pretty quickly, knowing what’s going on is important.
Obviously Google wants you to have a good experience, so their automated system is set up to help you accomplish your goal. But you’ll have less freedom to do what you want if you hand over the reigns to them.
Research, Research, Research
If you’re new to Adwords bidding strategies, you might be thrown off by the amount of options you have to choose from. Here’s a quick rundown of some of the things you should be clear about before starting your campaign.
Keywords: Whether you use Google’s tools or consult a third-party to determine the short and long tail keywords you’ll use in your strategy, this is important. Because these are what you’ll be bidding on, keywords are essentially the building block of your whole strategy.
Competition: As is the case with most business decisions, it’s going to behoove you to know what your competition (or friends) are doing and what they’ve been successful with. This might help cut out some of the learning curve or “lost” dollars early on. Most important, though, is knowing who is ranking at the top of the keywords you care most about.
Who Are You Targeting?: Last is knowing your audience. Other than the obvious sites that most people buy from—Amazon and the like—where are your people buying stuff from? If there’s a pain point you can address (through keywords or through the actual service you’re providing), this may help you find a niche “in” that can make your campaign far more successful.
Here are a few final things to consider that will help you run a rock solid campaign.
1. Consider How Long You Plan To Use Google AdWords
It’s important to consider the duration of time (or how much budget you have to sustain) you plan to continue with Adwords. The reason being is this can change your strategy.
For example, as your Adwords account grows, it may become difficult to keep on top of your bids—especially if you’re in charge and not letting Google do it.
2. Consider The Time Of Year
Depending on the product that you’re offering, your Adwords bid strategies might totally benefit or be completely thrown off. That’s one reason Google offers a seasonal campaign, where you can time your product, service, or website around holidays.
This, however, works both ways. Because people are generally more distracted during the holidays, they may be less inclined to click on something they would normally dive into in April or May.
3. Start with PPC Bidding Strategies
If you’re still overwhelmed or have a little bit of budget to test the waters with, the simplest approach is to go with a PPC, or pay per click, bidding strategy. These are the ads you commonly see at the top of a Google search.
Your conversion rate may not be as high, but at least you can get a feel for the effectiveness of your keywords. And because of your position, you’re likely to get some leads.
Here’s where you can learn more about PPC strategy if you’re interested.
Adwords Bid Strategy: Wrap Up
There might not be any magical “secrets” when it comes to your Adwords bid strategy—at least none that will transform your business over night—but doing your research and being clear on your strategy can help eliminate wasted money and measure the effectiveness of your campaign.
To learn more about our services, contact us to see how we can be a fit for your business.
Google’s advertising network reaches 90 percent of internet users around the world. Their ads not only show on Google itself, but they also reach visitors on major news sites, blogs, and other Google sites like YouTube and Gmail.
There’s no other advertising network that comes close to Google’s reach. But a large reach doesn’t mean it’s worth spending your hard-earned advertising dollars with them.
Is Google Adwords worth it? Let’s take a look.
A Brief History of Google Ads
Google Ads, originally called Google Adwords, is close to 20 years old. Google started selling advertising a few years after launching its search engine and that’s where 95 percent of their revenue comes from now, almost two decades later.
At first, these ads were only shown on the Google website but it wasn’t long before they launched their Adsense product, which lets other websites place Google ads on their sites. This multiplied the reach of those ads many times over and led to the 95 percent coverage they reach today.
How Google Ads Work
Google Ads ads work a lot like the regular Google search engine. When someone searches for something on Google, they get a list of the web pages that Google thinks are the most relevant for that search term.
Ads get displayed the same way. When you create an ad, you choose keywords that you want to trigger your ad. When someone searches for that keyword, your ad might show up in the results.
We say “might” because there’s another factor involved – how much you’re willing to pay for each click on your ad. Google’s ads are what’s known as pay-per-click, or PPC, ads. You don’t pay when it gets displayed, only when someone clicks on it.
When you create your ads, you can choose how much you’re willing to pay for each click. If there are a lot of ads competing for the same keyword, the cost per click will be higher. The order the ads get shown is partly determined by who bids the most.
There are other factors involved beyond the cost-per-click, mind you. The “quality” of your ad has a bearing on it as well, meaning how relevant it is to what people are searching for and how many people click on it. If your ad gets more clicks and people find what they’re looking for on your website after clicking, you may rank higher than another ad with a higher bid per click.
Google Ads vs Organic Search
You might be wondering why you would pay Google to run your ad when the regular search results (known as the “organic” results) don’t cost a thing.
This is a common misconception. You may not pay Google to have your website show up in the organic results but there’s still a cost involved. It takes time for search engine optimization (SEO) to work its magic and get your site to show up in the ranks and there’s a lot of work that has to be done for it to be effective.
Building links to your web pages, writing new content on a regular basis, maintaining your web server so your website loads as quickly as possible, and making changes to your site as Google fine-tunes its ranking algorithm are a few of the things you’ll need to do to get your site ranked in the organic results.
It can take weeks or months to see results, during which your website won’t be generating any new leads or customers.
Why Google Ads Are a Good Value
Google Ads, on the other hand, start working almost immediately. It can be as little as a few minutes from the time you set up your ad to the time it starts showing up in the results.
This lets you test things to see what works and what doesn’t. In the time it would take to get the first visitors from the “free” organic results, you could have your entire marketing funnel running like a well-oiled machine.
Google Ads Work with Any Size Budget
You don’t need to have a massive advertising budget to get results from Google Ads. You can run an effective campaign for as little as $5 or $10 a day if you set it up well. Start by targeting a small number of targeted keywords for the product or service you’re advertising so your ads only show to the people who are most likely to be interested.
Once you start to get data about what’s working and what isn’t, you can cut out the ads that aren’t and scale up the campaigns that are. Constant testing and tweaking let you “dial in” your ads to get the highest possible ROI.
Google’s own data shows that, on average, Google Ads advertisers generate $2 for every $1 spent on advertising. Who wouldn’t want to get a 100 percent ROI on what they spend on advertising?
Once you see what’s working, then you can start putting the work into SEO because you already know what connects with your audience. Using Google Ads to gather data and putting that knowledge into action for long-term SEO gets you the best of both worlds.
The Power of Remarketing
One of the most powerful features of the Google Ads network is what’s called remarketing. If you’ve ever looked at something on Amazon or eBay and started seeing ads for the same product or other related items on various other websites, you’ve seen remarketing in action.
Remarketing lets you show ads to people who have visited a web page, taken an action like clicking a link in an email you sent, not taken a certain action such as viewing a product on your site but not buying it, and various other triggers.
This gives you the ability to show ads to targeted groups of people, and make the ads very specific to them. You can offer them special discounts, remind them of an action they started and didn’t finish, and a myriad of other things to grab their attention.
Is Google Adwords Worth It?
Hopefully, we’ve answered the question, “Is Google Adwords worth it?” with a definitive yes. If you manage your advertising campaigns properly, you won’t be spending money on ads – you’ll be investing money that will multiply several times over when it comes back to you in the form of customer sales.
The trick is learning how to manage your campaigns properly. As Google has added features and new technologies to its ad network, it has become more and more complex. It can be a full-time job to stay on top of the latest changes, not to mention the time you need to spend managing your campaigns.
If you’d rather focus on what your business does best and leave the Google Ads work to experts, Pay Per Click Authority can help. Our expert Google Ads management service will take care of all the hard work, letting you focus on serving all the new customers that your ads will send your way.