Why is your Google Ads Search (SEM) advertising campaign not running or making money? What is the problem you are facing? Join Digit Matter to learn and disassemble each part from simple to complex through the summary article below!
1. Google Ads campaign not running due to low budget
The most common and easy to fix reason for ads not running is ‘out of money’. Usually, Google will start ‘charge’ when it falls into one of the following two situations:
- Your budget has reached your initial limit
- Payment due account
And if these payments are not made for some reason, your ad campaign will be discontinued.
2. Bid/Bid is too high or too low
What is your daily budget for each campaign? If not ‘very much’ be careful with your keyword bids. If the maximum CPC for a keyword exceeds the budget for the entire campaign, even if the target audience uses the ‘exact’ keywords to search, your ad will not be shown.
In the vast majority of cases, this is a rare problem. However, for difficult industries such as B2B, real estate, investment, insurance or businesses with limited total budget, this is also a situation that is not rarely over-adjusted.
On the other hand, the bid price is too low, and the ad will not ‘bite money’. This is also understandable when displayed or not, both ad rank and bid are 2 important factors. In case you want to adjust or squeeze your bids gradually, bid stimulators will probably be the feature you should refer to to estimate the impact.
3. Search volume/search volume of keywords is low
Only search shows up – that’s what Google ads are. For keywords with search volume approaching 0 times/month, even adding hundreds of words is not too meaningful. This is because Google’s system will temporarily ‘inactivate’ those keywords in your account until the search volume suddenly rises to a certain threshold for various reasons.
4. When running Google Ads, the decrease in bid is too large
This usually happens when you set automatic bid increase/decrease conditions depending on specific conditions – for example by region, device type, time of day. Using one or a combination of conditions to increase – decrease the bid is also one of the optimal ways of advertising to both maintain presence in the market and direct the budget flow to the ‘right person, at the right time’ to Maximize conversion opportunities.
→ For details see: 9 ways to optimize CPC when running Google Ads ads and 5 ways to optimize efficiency by zoning ‘location’ when running Google ads.
And when the bid reduction percentage is too deep, the consequences of this adjustment will immediately affect your Google Ads Search campaign, making the problem now close to the second case – too low bid. .
5. Ad group is inconsistent in terms of keywords
The Google system calculates a quality score based on the relevance of your target audience’s search query and the keyword list in your ad group. If you have an ad group with messy keywords that are not closely related, this is like you are ‘puzzling’ Google’s scoring mechanism.
When an ad group is too complex, your Google ads campaign has a high risk of not being displayed. This is also the time when you need to recreate new ad groups with a clearer, more specific structure.
In addition, to optimize your Google Ads Search advertising strategy, you should also learn more about the recently updated BERT algorithm matching changes. Specifically, take 5-7 minutes to learn quickly in the article below!
→ 5 new updates of Google ads cause people to run ads to ‘learn from scratch’!
6. Your landing page is not related to Google Ads Search campaign
Landing page is also one of the factors used to calculate the quality score in advertising campaigns. If your landing page ‘fails’ to deliver on the promises set forth in the ad content or fulfill the intent behind each customer query, the visibility of your ad will not be high because Google always aim to bring the most useful value to users.
Therefore, consider carefully the list of keywords and queries the target audience uses, evaluate the underlying purposes and what they are expecting to find. From there, adjust the content on the Landing page to create the most consistent from what customers want – ad copy – content on the page. Sometimes you should use different landing pages to serve different ad groups if the keywords are difficult to reconcile on a single page.
→ Refer to 5 more important checklists to design landing pages for optimal effectiveness for Google advertising campaigns.
7. CTR is too low
Low CTR is also a factor that can cause your Google Ads campaign to stop showing. This is because CTR is the indicator that best reflects the ‘usefulness’ of the ad copy and Google’s system will give preference to ads with high CTR and ‘squeeze’ low CTR cases. .
To increase CTR, businesses can:
- Take the research step of search intent of the target audience as suggested in section 6
- Or write ad copy so that it is compatible with Theo customer journey. Subjects at the first stage are often inclined to seek information or to find answers to certain questions. In contrast, audiences at the ‘end of the journey’ are more likely to be attracted to advertisements that ‘push’ a purchase – offers, for example.
So if your CTR is fixed at a low level, it’s time to ‘refresh’ your ad copy!
Hope the above article has helped you ‘catch the pulse’ of problems from small to large when the ad campaign is not running or not biting money. Stay tuned for articles from Digit Matter to improve conversion performance step by step, step by step!