Starting a Google Ads campaign can be an exciting time for business owners. Generating more traffic and leads with strong online advertising is the name of the game, and most business owners can’t wait to see the results of their Google Ads.
But, far too often we hear the question- “why can’t I see my ads when I search for….” or “I can’t see my ads, I don’t think it’s working”.
Searching for your own Google Ads is a bad idea for a multitude of reasons, but we’ve narrowed it down to the top three.
Whether you’re starting a Google Ads campaign yourself, you’re really going to want to steer clear of searching for your own ads in your browser. It can be tempting- of course you want to know your ads are working- but you really need to leave it to periodical stats reports to tell you that.
Numbers don’t lie. If your ads are generating impressions, your ad is being seen.
Google Ads Doesn’t Work On A Demand Basis
Google Ads works on an auction basis, meaning your ads are among many looking to be shown to any given Google search.
Higher quality ads will be shown more often than those of lower quality, of course- but listen. Unless you’re Coca Cola with an advertising budget of gahhh-zillions a month, you’re not going to show up on every single search.
PSA: (Large budgets don’t guarantee front placement either! Yes, it certainly helps (as budget is part of your account’s quality score- the real metric in ad position) but if you have poorly managed ads and keywords, you’re out of luck. Remember, you can’t simply buy your place on the SERP.)
Curious what you should be spending in Google Ads? We helped you out.
With that being said, if you search and don’t find your ad, it doesn’t mean others aren’t seeing it. It simply means it didn’t show up for you on this auction round.
The problems occur when people then start frantically trying different search terms to get their ad to show up. Then, you’re really shooting yourself in the foot.
Google Recognizes Your IP Address
Here’s why. Google wants to provide their search users with the most relevant ads and content for their needs. They don’t want them going to Bing, or other search engines if they can’t find what they’re looking for.
So, they make sure that what you’re seeing is what you want. (This marks the birth of the important metric quality score.)
So, if a user searches for the same thing and doesn’t click on any ads, Google assumes the ads they showed you aren’t relevant. Not only will that lower the quality score of all ads shown, Google will eventually block your IP address from seeing a whole load of advertisers because they’re convinced you’re not getting what you want.
Or worse, Google will assume you’re a fraudulent IP address doing some black hat marketing and block you in the same manner.
Speaking of IP addresses, Google is super smart (smarter than us, to be fair) and recognizes business IP addresses. They’re doing you a favor by not showing you your own ad!
Keywords Are Triggered Differently On Every Search
Your match type has a lot to do with how keywords are triggered by search terms. It’s rare you have an account with only exact match keywords, so what you’re typing into the search bar may not trigger the keywords associated with your campaign.
Or, it may- but just not this time.
Your keywords aren’t going to match every single search term, every time. Particularly in the first cycle of a new campaign, where tools like the search term report and additional keyword research help your campaigns expand.
Speaking of the beginning stages of a campaign cycle-
Google Ads Take Time To Work
Okay, we threw in a fourth one.
We had to.
When we are working with clients who are searching for their own ads, we usually see it happen in the beginning stages of a campaign.
Which we totally get. Your campaign is new and you want to see it’s working.
But the thing is- Google Ads take time to work. As a new kid on the block, Google needs time to suss you out and make sure you’re the real deal. Plus, the Google Ads auction is a fast moving wheel, and it will take time for your new ads to find their place in that wheel.
Google Ads are instant in the sense that they’re up and running in no time, and you will get traction the very next day. However, maximum performance of your ads doesn’t really start to accelerate until the 4 week mark.
Patience is key.
Are you making these mistakes with your current Google Ads campaign? Let us help you out.