Creating Google ads is a great way to generate traffic to your web page and spread the word about your brand. You have probably used them by now, and you have noticed the results, so they are likely part of your future campaigns too.
But are you using them to their full potential? Many Google advertisers are not familiar with all the formats and can’t tell where their ads will end up.
Let’s see how Google chooses where to show your ads.
Text Ads
Google text ads are cheap, simple, and great for marketing your products or services or just testing the waters. They will appear at the top or bottom of the Google search results page and are marked with a small “Ad” sign.
Local Ads
If you also have a physical location, then local SEO is crucial for you, and of course, Google understands that. Your Google ads can appear in the Google Maps search results and shown as green pins on the map.
Shopping Ads
You have probably noticed that when searching for a product or service online, Google meets you halfway and gives you a few options that might be relevant to your search. It shows you a picture of the product its price, the store where you can find it, customer reviews, etc.
These Google ads appear at the top of the Google result page, in a sliding carousel of cards. You might also see a “top pick” that Google chooses based on the keywords that you entered.
So how do the ads end up there?
Probably every guide to Google ads tells you this: your targeting methods and what you set in your Adwords account will determine how the search engine will show your ads.
When you create an ad, Google Adwords also requires you to enter a set of keywords that you want to trigger your ad for. This option in the ad’s setup and basics will dictate where and how it will be shown.
We have mentioned search engines a lot, but your ad can also be shown on other web pages, including Google websites like Gmail, YouTube or Blogger. The sites that show Google ads are part of the Google Display Network. These websites have specific ads on display that relate to what the visitors are looking for based on their audience and search phrases they use.
Can You Control Where Your Ads Show up?
All the magic happens in your Adwords account, where you create and manage ads. Assessment study guides show that targeting methods are the number one factor that influences where your ads go.
When it comes to the Display Network, for example, you can use ad groups targeting to choose where your audience will see your ad. Managed placement allows you to control the target placements and topics by defining the audience you are advertising to – determining the demographics, interests, location, etc. You can then measure results for each campaign and compare the impression each targeting method had.
Why Aren’t Your Ads Showing up?
So, you’ve set up a campaign and are now enthusiastically waiting for the results. But, for some reason, your ads don’t show up in Google search. It’s time to investigate.
Start with your Adwords account administration and security dashboard. Here are some possible reasons why your Google ads are just not showing.
- The campaign or ad group is paused in your Adwords account. Always perform this check first.
- Google did not approve your ad. If your ad’s status is “disapproved” or limited in the ad management tab, you can consult the Adwords help center to find out why.
- Your keywords were not approved. The keywords you choose are also subjected to Google’s guidelines. If your keywords are related to something from Google’s banned list, you may not see your ads.
- Negative keywords that are too broad.
If you want to know all about Adwords and how you can manage your ads, an online marketing company will make your learning curve steeper. Australian Internet Advertising is specialised in Google ads and knows the right targeting methods to get your ad where you want it.
