Google Ads is an effective way to reach potential customers. When implementing a Google Ads campaign, you may often encounter a situation where your ads are eligible but not showing. This has a significant impact on the business operations of the enterprise. If you want to fix this situation but don’t know what the cause of this problem is, please follow the following article from Optimal Agency.
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Google advertising signs are not displayed
Before finding out the cause of this error, you need to know how to check if your ad is not showing on Google. There are many ways to check, but the simplest is to use Google’s ad preview tool. It allows you to preview how your ad will appear on Google search results. Also, provide information about why your ad is not displaying.
Additionally, you can also check the status of your ads, ad groups, and keywords on your Google Ads account. If you see a red or yellow exclamation mark in the status column, it means your ad is having problems and needs to be fixed.
Why the ad is eligible but not showing on Google?
After knowing the exact situation of Google ads not being displayed, you need to find out the causes of this problem. Below are common causes you can refer to:
There is a problem with the payment process
This is one of the main reasons why ads are not displayed. If you pay for your ads automatically, Google will charge you when you reach your billing threshold or at the end of your billing period, whichever comes first. In case, your payment information is invalid and Google cannot charge you. Then the ad will be stopped and cannot be displayed.
The bid is too high or too low
You must set a daily budget for each of your Google Ads campaigns. If the maximum CPC bid you set for a particular keyword exceeds the campaign budget within it. The ad won’t show for search queries that match that keyword. Google Ads may not show because the bid is too low. Ad rank for a given auction depends on the quality score for the keyword being bid on.
Keyword search volume is too low
The keyword you are targeting has little to no monthly search traffic. That leads to ads related to that keyword may not be eligible to display. If Google judges that you are targeting extremely low volume. The keyword will be temporarily inactive in the account.
Ads are paused, deleted, removed, and disapproved
Chances are, ads aren’t showing just because they’re paused, or because the ad group or campaign is paused. Furthermore, ads are eligible but aren’t showing because the ad group or campaign doesn’t correspond, or has been removed from the account for various reasons.
If you want to check if you accidentally touched or deleted anything in your account, navigate to your change history. You can view changes made to your account and filter by status.
Errors in scheduling or targeting
Google Ads allows users to schedule ads for specific time slots. Therefore, if your ads are not displaying, you should consider whether the ad schedules overlap too closely or if the ads fall within times when the ad display is paused. Additionally, Google ads may not display simply because there isn’t enough keyword search traffic targeting the geographical area.
Negative keywords negating active keywords
Adding negative keywords to ad groups or campaigns helps prevent your ads from displaying when user queries are irrelevant. Thus, if Google ads are not displaying, it could be because the negative keywords you’ve added are negating active keywords.
Daily budget too low
If your budget is low, the display of your ads will naturally be limited. When deploying Google Ads, setting a daily budget too low will result in ads not being displayed. When the budget is limited, and the ads have used up the daily budget set, the ads will stop running.
Overly aggressive negative bid adjustments
Adjusting negative bid adjustments allows you to automatically decrease bids in specific campaigns under specific circumstances. When the negative bid adjustments you set are too aggressive, it leads to decreased ad ranking. Consequently, you may exclude yourself from competing ad auctions, resulting in qualified ads not displaying.
Unfocused Google Ads ad groups
Each Google Ads ad group consists of two components: keywords and related ads. When a keyword is triggered by a user search query and enters the ad auction, Google determines which ad group is associated with the keyword.
Ad auction performance depends on relevance to user queries. The more relevant the ads, the higher the ranking in paid search results. The failure of Google ads to display may be due to the ad group structure. If you create ad groups with unrelated keywords, your ads may not perform well in the auction.
Unoptimized ad content
This is one of the reasons why ads qualify but don’t display. Unoptimized ad content is evident when your ad content doesn’t align with potential customer search queries.
Irrelevant landing page
Google considers not only keyword relevance but also the relevance of your landing page. If your landing page doesn’t contain the content that customers are searching for, the likelihood of them bouncing is high. Consequently, Google evaluates your ad poorly, reducing the likelihood of ad display.
Low click-through rate (CTR)
Ads will be ineffective if the click-through rate is too low. CTR indicates the level of attraction to potential customers. The lower the CTR for a specific ad, the less effective the ad auction. This leads to the possibility of the ad not being displayed to the target audience.
How to fix Google ads not showing
Once you’ve identified the reasons why the ad is eligible but not showing on Google, here are some suggestions on how to address the issue:
Ensure successful payment processing on Google Ads by ensuring that your payment information is valid and up to date. Additionally, review your payment information in your Google Ads account and update or change it if necessary. You can also try using a different payment method; after successful payment, your ads will be reactivated and displayed.
If your bid is too high or too low, causing your ads not to display, ensure that there are no conflicts between your campaign budget and keyword bids. You can navigate to the keyword bidding section and use the bid simulator to estimate the impact of increasing bids for different price levels.
Use the Google Keyword Planner tool or free keyword tools to find the best-volume keyword. Then, add this target keyword to your Google ads to increase visibility.
If Google ads are not displaying because your ads have been paused, deleted, or disapproved, simply switch them from paused to enabled. Also, familiarize yourself with Google’s advertising policies and adjust your ads to get them displayed on search engine results pages.
Alternatively, check your ad scheduling and targeting if ads are not displaying. Go to the Ad Schedule tab and ensure that ad display times are not too close together and that you’ve checked at the right times for ad display. Also, avoid setting overly narrow geographic targeting for targeted ad campaigns.
To fix the issue of ads not displaying due to negative keywords in Google Ads negating active keywords, switch from using broad match to exact match negative matching. This ensures that ads are displayed to the right target audience. If Google sends notifications about negative keyword conflicts, review your negative keyword set.
If budget constraints are causing Google ads not to display, open additional columns for Lost IS (budget) to see how much you can increase the budget for each campaign.
If Google ads are not displaying due to excessively low bids, use the bid simulator to estimate the impact of bid changes. This helps you choose an appropriate bid for the campaign and ensures ad display while optimizing costs.
Build ad groups with closely related keywords to user search queries. This ensures ad relevance and a higher likelihood of display on Google.
Optimize ad content by incorporating target keywords into the content. This increases ad relevance to customer search queries and ensures ad display.
Additionally, ensure that your landing page content is relevant to the ad and user search queries. By incorporating target keywords into the landing page content, you improve ad ranking and increase the likelihood of ad display on Google.
If you want Google ads to have a high display potential and high click-through rates, create compelling, attractive ad content that provides persuasive reasons for users to click on the ad.
By now, you’ve learned the reasons and solutions for qualified ads not displaying. Hopefully, you can successfully apply these strategies to increase ad visibility to the right target audience and improve conversion rates into sales.
Please see more:
- The fastest way to reach customers in Google advertising
- How to duplicate Google Ads campaigns?
- How to run A/B testing Google Ads effectively
Frequently asked questions
If your ad is active and running, it will show an Approved or Eligible status in the Status column. To check if your ads are eligible, log in to your Google Ads account and click Ads & extensions from the page menu. Check the Status column to see the status of your ad.
The average time needed for Google Ads to operate depends on several factors such as the type of small business, business location, goals, competitiveness, and keyword search volume,… Although It takes time to get results when using Google Ads depending on the business. However, the average time it takes for a campaign to work effectively is at least three months.
If your ads are suffering from low ad quality, it’s important to increase your ad’s relevance to your target keywords, optimize your post-click landing page, and ensure your ad’s relevancy. Your advertising is at a high level. Reviewing and adjusting these factors can help improve your ad rank in the ad auction.
