Stop Googling Yourself

🛸“I’ve googled these keywords, and we’re not appearing for any of them, what are we even paying for?🛸

🤨Sound familiar? You’ve either sent or received that email.

Let’s breakdown why the ads didn’t appear for the search query:

🦠You’re not actually targeting that keyword. Maybe it used to be in the campaign but doesn’t convert so it doesn’t meet the campaign objectives.

🔮It’s a niche keyword with low search volume so google rarely displays ads for it

🍰Impression share is low (budget is limited, quality score issues due to poor keyword/ad copy/landing page synergy. Poor landing pages = poor user experience and your ads will be penalised.)

⏰The ads are on a schedule

💰Budget is limited

🚫Geographically mismatched ie you searched from a location your campaigns don’t target. (VPNs also effect this.)

🥇Your keyword competitors have better websites – they’ve nailed quality score, mobile and desktop performance scores really high and users engage more on their website.

🆘The Ad copy is bad. Check click through rate. What’s a good CTR? It depends on the industry & location but assume if you’re getting > 10% on non brand campaigns, you’re doing okay.

Don’t assume the worst. ✔️

Review everything above, agree what is important to the business eg. Conversions or vanity metrics to appease someone?✔️

And move forward. ✔️

🛑Oh, and stop googling yourself.✔️

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I’m Lol Lowe, a paid search freelancer that loves working with small savvy businesses to build their brand online with Google Ads.