Google Adwords is a powerful marketing tool for businesses. This slide set by Root Deeper Marketing explains one of the most common reasons why ads don't show. This deck was inspired by a discussion with other Certified Google Partners for Adwords who had clients sounding emergency bells because they didn't see ads displaying when they searched on their keywords. The intent is to put at ease business leaders who are worried about their ads disappearing. PPC Management can be a complex process, and many business owners know they need it, but they don't understand it and can be very anxious. At the same time it it important that the Adwords Consultant has the trust of the client so they can efficiently do their job. Many customers of Adwords experts become panicked when they see that their ads running where they "should" be. This video seeks to clarify one of the biggest reasons the ads are not running, and the main reason customers do not see ads when their PPC Consultants know they are running.

1. Root Deeper Marketing Insights: Tip 1/11/15
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Almost everyone who has used Adwords has run into
the “Mystery of the Disappearing Ads”.
You want your ads to appear for the right searches, and
you’re excited to check them.
But, don’t! Or if you do, don’t be surprised when your
ads stop showing for your search queries!
Why?
Let me tell you!

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Search #1

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Search #3

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Search #20

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Many customers suspect something is wrong with their
Adwords Consultant, or with Google Adwords itself!
But it’s not an issue with either of those. It’s running
searches for that ad too often without wanting to buy.
If Google shows you an ad, and you don’t click, Google
will stop showing you the ad. In the example we gave,
after 20 views Google stopped serving the ad.

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Open a tab in your browser
Search for something (like Web Developer)
Open another tab, and search again
Repeat 20+ times. Look at the 1st tab vs. the 20th
They will be different.
After a while Google realizes you are not interested in
the ad as you never click on it! So it stops displaying.

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The best thing is trust your Google Partner. Ask them
for two statistics:
1. Search Impression Share (IS)
2. Average Position
The IS will tell you what % of the time your ad shows,
out of ALL the times someone does a search. It’s
incredibly powerful to know this.
Average Position tells where it shows.

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Impression share is the % of people who do
a search who see your ad.
“IS lost” refers to searches your ad didn’t get
shown for, because you hit your budget
limit, or your rank (~ Bid * Quality Score)
Average position shows if your ad was first
for that search, or second, third, etc. The
first 3 positions tend to get more clicks.

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As a client, you should always have access to all of your
Adwords and Analytics data. If you don’t, THAT is a
“red flag”. Ask for access ASAP!
To see what potential customers see when they search
on your keywords, login to Adwords and go to:
1. Tools
2. Ad Preview & Diagnosis

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Preview is where you can choose to see your ads as
they actually display, and see if there are any problems.
Note, you can see how
ads display based on
different places the
searcher may be
(different city, state,
country), and you can
see results for desktop
and mobile devices.

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Ronald Reagan once said “trust but verify”. It is that
way with your ad consultant. It is very important you
let a good ad manager do their job. Many clients have
“superstitions” about the way things work. Don’t be
“that guy”. Put your faith in your Google Partner.
But you also should make sure you have access to all
the “hard data” in Adwords and Analytics. Any good
consultant will be happy to share that with you, though
many will want to explain it so the data is clear.

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tips and advice:
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We love to share information with folks who want to
grow their businesses through smart online marketing.
Please feel free to shoot us a question or two, and we
may use one for a future Insight Tip!
questions@rootdeeper.com

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Thanks for your interest.
Additional references for this can be found at:
https://support.google.com/adwords/express/answer/1692504?hl=en
(various reasons why ads may not show)
https://support.google.com/adwords/troubleshooter/1711301?hl=en
(Google’s tool for diagnosing why your ads aren’t showing)