"dude, where's my adwords?" ppc management mystery
TRANSCRIPT
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Almost everyone who has used Adwords has run into the “Mystery of the Disappearing Ads”.
You want your ads to appear for the right searches, and you’re excited to check them.
But, don’t! Or if you do, don’t be surprised when your ads stop showing for your search queries!
Why?
Let me tell you!
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Search #1
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Search #3
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Search #20
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Many customers suspect something is wrong with their Adwords Consultant, or with Google Adwords itself!
But it’s not an issue with either of those. It’s running searches for that ad too often without wanting to buy.
If Google shows you an ad, and you don’t click, Google will stop showing you the ad. In the example we gave, after 20 views Google stopped serving the ad.
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Open a tab in your browser
Search for something (like Web Developer)
Open another tab, and search again
Repeat 20+ times. Look at the 1st tab vs. the 20th
They will be different.
After a while Google realizes you are not interested in the ad as you never click on it! So it stops displaying.
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The best thing is trust your Google Partner. Ask them for two statistics:
1. Search Impression Share (IS)
2. Average Position
The IS will tell you what % of the time your ad shows, out of ALL the times someone does a search. It’s incredibly powerful to know this.
Average Position tells where it shows.
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Impression share is the % of people who do a search who see your ad.
“IS lost” refers to searches your ad didn’t get shown for, because you hit your budget limit, or your rank (~ Bid * Quality Score)
Average position shows if your ad was first for that search, or second, third, etc. The first 3 positions tend to get more clicks.
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As a client, you should always have access to all of your Adwords and Analytics data. If you don’t, THAT is a “red flag”. Ask for access ASAP!
To see what potential customers see when they search on your keywords, login to Adwords and go to:
1. Tools
2. Ad Preview & Diagnosis
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Preview is where you can choose to see your ads as they actually display, and see if there are any problems.
Note, you can see how ads display based on different places the searcher may be (different city, state, country), and you can see results for desktop and mobile devices.
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Ronald Reagan once said “trust but verify”. It is that way with your ad consultant. It is very important you let a good ad manager do their job. Many clients have “superstitions” about the way things work. Don’t be “that guy”. Put your faith in your Google Partner.
But you also should make sure you have access to all the “hard data” in Adwords and Analytics. Any good consultant will be happy to share that with you, though many will want to explain it so the data is clear.
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We love to share information with folks who want to grow their businesses through smart online marketing.
Please feel free to shoot us a question or two, and we may use one for a future Insight Tip!
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Thanks for your interest.
Additional references for this can be found at:
https://support.google.com/adwords/express/answer/1692504?hl=en
(various reasons why ads may not show)
https://support.google.com/adwords/troubleshooter/1711301?hl=en
(Google’s tool for diagnosing why your ads aren’t showing)