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Google Ads

While running Google Ads is an exceptionally effective way for you to get out in front of your target market, it is also an extremely complicated platform with more moving parts than most realize.

A question I’m often asked by our Google Ads clients is “why doesn’t my ad show up when I search for my keywords?” When you start running a Google Ads account, the data regarding your performance can be confusing. And it may seem like the easiest way to gauge your success on the search engine is to search for your own keywords and see if/where your ad shows up.

However, many people don’t know that this isn’t a good gauge of whether your ads are showing up for your intended audience and that searching for yourself damages your Google Ads performance.

2 Reasons Why You Shouldn’t Search Your Own Google Ads

  1. It Drops Your Click-Through Rate (CTR). Each time your ad is displayed but not clicked, it has a negative impact on your CTR. While you may be concentrated on your bottom line and don’t really care about your CTR, Google does care, and here’s why you should, too.

Google utilizes your click- through rate to help measure how pertinent your ads are to the words you’ve chosen to target. A lower CTR is a sign that your ads are of poor quality and won’t attract clicks or that users don’t think your ads are relevant to their searches. The result is that your ads will rank lower, be displayed less often, and you’ll get an increase in cost per lead.

  1. You’re Wasting Clicks. You might be thinking that you can just click on your own ad, so you don’t lower your CTR. This might seem logical, but it also presents more issues.

First, you are costing yourself money each time you click on one of your ads.

Secondly, each time you click on your own ad, it represents one less click you can receive from a prospect. This might seem unimportant, but for many small businesses that have limited budgets, that one click is anything but trivial.

3 Reasons Why Your Ads Aren’t Showing on Google

  1. Your Target Audience: Contrary to what you might think, when we conduct a search, we’re not simply shown all the ads that match our search keywords. In addition to your search terms, Google also takes many elements into account when displaying your ads.
  1. Lack of Interest: Part of Google’s task to display the most relevant content possible is to stop showing you content that you’re not interested in. So even if Google showed you your own ad in the past, once it’s been shown to you enough times without being clicked, they would eventually stop showing it to you.
  2. Limited budget: It’s very common to have campaigns that are tagged as “limited by budget”. This doesn’t automatically mean that your campaign won’t be successful, but it means you’re not showing your ads to as many people as possible.

Stumped and not sure how to improve your ad performance?  Blue Orchid Marketing can help drive relevant business to your website at the exact moment people are searching for it. Interested? Give us a call at 203-746-5901 or email us at sales@BlueOrchidMarketing.com to schedule a consultation to discuss how we can help coordinate your SEO strategies for maximum results.

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