Why Your Google Ads Aren’t Showing (Part I: Performance Issues)

Published by Algorithmic Global on

If your Google Ads are not showing in the Ad Preview tool, then that’s a problem.

You’re probably getting frustrated if you do not see your ads on Google search, I know, because I’ve been there. Before diving into those reasons, it would be best if you start by only using the Ad Preview tool built into Google Ads to check for your ad.

There are two primary indications as to why your Google Ads are not showing, and its a result of running into a performance issue or a non-performance issue, or both. In this post, we will go over some performance issues that can cause your ads to not show up on the search results page.

What is a performance issue in Google Ads?

Anything that is not meeting Google’s standards when it comes to PPC best practices.

Reason #1 Your ad group isn’t focused enough

If your Google ads aren’t showing, it could be because your ad groups keywords and ads aren’t relevant to one another.

When a user’s search query triggers one of your ad group’s keywords, and you’re entered into the ad auction, Google will select an ad you’ve attached to that keyword. Your performance in the ad auction depends on how relevant that ad is to the user’s query. The more relevant, the higher you rank. 

Reason #2 Your ad copy needs to be optimized

Optimizing your ad to rank high in the paid search results requires incorporating your target keywords into your ad copy. 

Make sure your ads are relevant to your prospects’ search queries, as it’s equally important to have a focused ad group. When you write copy that includes your target keyword, you’re effectively telling Google that your ad is relevant to the user’s search query.

Reason #3 Your landing page is not relevant

Your landing page neglects to help users do what they need to do as implied by the intent behind their search queries.

Look closely at each of the keywords you’re targeting with your Google ads and think about the users’ perspective or intent. Let us apply this to a real-life scenario, a coffee shop, in this case, is running ads on their limited mint mojito coffee promotion. The keyword we are going to be bidding on is “mint mojito coffee promotion,” if we apply PPC’s best practice, we should land our users on a page that will help users do what they need to do.

Tip: Keep a close eye on your Quality Score

When your Google ads aren’t showing, it can be a scary and unsettling moment for a digital marketer or a business owner, but that’s the beauty of digital marketing, there will always be a problem to solve, and most of the time there are solutions to those problems. Look out for the second part of this post as we dive into non-performance issues that can prevent your ads from showing.


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