Google AdWords For Dummies by Howie Jacobson

Author:Howie Jacobson
Language: eng
Format: epub
Publisher: John Wiley & Sons, Ltd.
Published: 2010-03-10T16:00:00+00:00

Your ad might be slacking off for a number of reasons:

Ad not showing on first page: Your ad is showing, but not on the first page. Google suggests raising your minimum bid, increasing your CTR, or targeting more specific keywords.

Ad not shown because of low quality keyword: Google gives each keyword a quality score (see Chapter 7). If your keyword quality is Poor or OK, Google penalizes you by making that keyword more expensive. Your options here include improving the keyword-to-ad-to-landing-page match (opening your mind) or bidding higher (opening your wallet).

Ad not shown because one of your other ads is showing for this keyword: Google lets your campaigns and ad groups compete against each other, but will let only one win at a time. You won’t see two of your ads showing for the same keyword, even if you bid on that keyword in multiple ad groups or campaigns. Google chooses the one with the highest ranking, which generally means the one that makes Google the most money (they aren’t stupid). If you want the missing ad to show, either decrease the duplicate keyword(s) or raise your bid on this keyword.

Ad not shown because of paused campaign, ad group, or keyword: If you pause a part of your account, Google stops showing it. Obvious, yes, but when accounts get large, it’s easy to forget that you never turned that ad group back on after pausing it for maintenance.

Ad not shown because negative keyword or Non-Family Safe classification is preventing your ad from showing: If you dump a lot of negative keywords into your campaigns or ad groups, you may inadvertently cause a conflict between a positive and negative keyword. The Non-Family Safe classification means that your ad is deemed inappropriate for minors, and will be shown only to searchers who turn off the adult filters (few do). Unless you’re selling adult entertainment (I love that euphemism!), make sure your ads would be at home on Captain Kangaroo.

Ad not shown because disapproved ads or keywords: If your ad is disapproved due to a violation of Google’s editorial guidelines (see https://adwords.google.com/select/guidelines.html for the actual document you “signed” when you gave Google your first five dollars), use the tool in the next section to discover possible remedies.

Ads Preview tool

I know you want to deduct that 45-country trip as a business expense, but it’s not necessary to travel to see the Google search results from around the world. Simply enter a keyword, domain, and language; and then choose a country and region to view (but not interact with) the Google results page that searchers in that area would see.

If you use Firefox for your Web browser, there’s a cool third-party tool put out by Redfly Marketing that has more functionality than the Ads Preview tool (and which you can use right on the search results page). Find it at http://askhowie.com/redflytool.

Disapproved ads

I’m such a good boy that I can’t show you screen shots for disapproved ads. The best I can do is let you see what happens when I try to write one, as shown in Figure 9-9.

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