PPC: Why your ads aren't showing in search results

Pay-per-click (PPC) ads are usually highly effective tools for boosting your rankings in the search results. However, many people have experienced the frustration of launching a PPC campaign, only to find that they are not achieving the results they expected. If you have been faced with this frustration, the good news is that the problem can easily be fixed once you have identified the cause. Let’s take a look at the five most common reasons for ineffective PPC ads.

Campaign is paused

This probably seems too obvious, but it is worth checking: it could be that your ads - or the ad groups or campaigns that house them - have been paused. You may set an end date that has already been reached. Campaigns can also be automatically paused if their performance is low.

No/low search volume

You may be using long-tail keywords to target a specific niche - and that is generally a great idea. However, sometimes you may have chosen a keyword that is so specific that not many searchers are using it. As a result, your search volume may be extremely low. If Google identifies your ad as targeting a very low-volume keyword, it will make it temporarily inactive. You will then need to rethink your keyword and reactivated your ad.

Not bidding enough

If your keyword bids are too low compared to those of your competitors, this is another reason why Google might deactivate it. Try going to the keywords section of your Google Ads account and use the bid simulator to get an indication of where your bids stand in comparison to other advertisers. You can also see by how much you will need to raise your bid in order to get your search rankings where you want them.

Ad is not approved

If your ad is not showing, try checking its approval status in your account. It takes about a day for Google to approve a new ad. It could be that the approval is still in process. If it has been longer than a day and the ad is still not approved, it could be that Google has rejected it. You will then need to find out why and make the necessary adjustments.

Ranking is too low

It could be that your click-through rate (CTR) is so low that Google has simply stopped showing the ad. If not enough people click on your ad, Google will determine that it is not relevant for its intended audience and will stop showing it. You may need to relook your content and keywords and make them more relevant and more compelling.

To learn more about our online marketing services, such as PPC and SEO, and how to improve your search result rankings, contact us at WSI Digital Boost today.