Understanding Google ads and why you might not find yours where you expect

I understand. You’ve put money into Google Ads (smart move!). and you see other people’s Google ads every time you browse the Internet.

So how come you never see your own ad?

It’s a question customers ask us all the time. And there is a simple answer.

But first, to reassure you: Don’t worry. There’s nothing wrong if your Google ad doesn’t show your own personal search results.

In fact, this is often what you should expect.

We’ll cover Google Ads and SEM (Search Engine Marketing) in more detail below.

But first, we asked our resident ads expert, Daniel Simmons, to settle the question once and for all: why can’t you see your own Google ads?

Understanding Google ads (and why you don’t see yours)
Google Ads can be used to build brand awareness, but are often best used to sell or promote products or services, drive website traffic, or get email list signups. When used this way, they offer easy-to-measure ROI, so you can understand how your ad dollars are working for you.

Ultimately, budget plays a big factor in whether or not you’ll see your own ad. But first, let’s explore the two types of Google ads: search ads and display ads, because the type of ads you’re using can influence whether and when you’ll see yours in person.

search ads
As the name suggests, search ads are ads that appear when someone performs a search on Google. Let’s say you are a plumber in Kelowna. If someone Googles “plumber in Kelowna,” then your ad could appear in their search results.

As you might guess, these types of ads can be incredibly powerful, as you make sure you appear front and center to people who may be looking for your direct services.

However, the important thing to keep in mind is that your ad will not appear every time someone searches your keywords. In reality, you’re in a bidding war with every other business using similar keywords (and trust us: the competition is usually strong).

So if you’re on a small budget, say less than $20 per day, then it can run out pretty fast each day.

And that means that depending on when you’re trying to find your ad, you might be looking for after your ad spend for the day has been used up. In other words, it would be impossible for your ad to show to you.

This is compounded by its geographical parameters. If you have a very specific location that you’re targeting (such as a small town), then you might see your ads, even if you’re on a small budget.

But if you’re using a limited budget to target a huge area—all of North America, for example—you’ll likely run out before you’ve even had a chance to see your own ads on any given day.

It’s a numbers game. You don’t have to spend a lot on Google Ads to get results, especially when you use smart SEM. But unless you’re spending big in a very specific region, the odds of seeing your own ad just aren’t there.

But do not worry. Again, if your campaign is set up right, the right people will continue to see and click. And that’s a lot more important than stumbling across your own ad!

Image Ads
Display Ads works a little differently. These are images or videos that appear on websites within a Display Network and you pay per 1,000 impressions.

There’s a higher chance that you’ll see your own display ads, again assuming your budget isn’t too small and your location targeting isn’t too large. But there is a caveat. These ads are not displayed on all websites, only on specific sites within that network.

So if you’re on the ‘wrong’ website, again, there’s a 0% chance your ad will show up.

Again, this is not the end of the world. Because again, just because they’re not seeing your ad, that doesn’t mean potential customers aren’t.

How to see your ad in search results
By now, you’ve probably got the idea. Unless you have a large budget (in the range of $100/day or more) and a small target region, there’s a good chance you won’t see your ads.

And that’s fine.

Because not seeing your ad does not mean that it is not working well or that it is not giving you results.

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READ: The best advertising strategies for immediate results

Advertising can be very effective for your business, but it must be done correctly or you will waste time and money. With all the information out there, conflicting advice, and ever-changing online platforms, it’s very hard to know where to spend your ad budget.

In this article, we’re simplifying online and offline advertising strategies, so you can start seeing immediate sales from your website.

Read more in our. Website.

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So it’s much more important to see your ad results they see their real ads ‘in the wild’. And you do it by checking your Google Analytics.

We make sure that all of our clients have access to their Google Analytics account. From that account, you can see where your ads are showing, on what devices, at what times, and at what rates. There is so much invaluable information that you can find in your account.

That’s why we’re more than happy to spend time with clients to help them understand their Google Analytics accounts. Because sometimes all that invaluable information can lead to information overload. Many people sign into their Analytics account once, find it overwhelming and say no, and never sign in again.

That’s why we like to spend an hour or so with clients to explain how to understand what they see in Google Analytics.

Because?

Just like you need to understand your financial numbers as a business owner, you need to understand your website analytics. They go hand in hand in understanding your business and where it is going.

Of course, we also provide our digital marketing clients with monthly analytics reports.

See your ad vs. see results
Don’t fall into the trap of missing the forest for the trees.

Ultimately, it doesn’t matter if you see your Google ad.

It matters if potential customers do. This is how Google ads help your business.

And that’s where an SEM expert comes in.

SEM, or search engine marketing, helps increase paid Google Ads conversations by leveraging proven campaign management and optimization strategies. It is a fundamental tool in digital marketing. And it requires highly focused keywords to determine the most profitable approach to getting qualified customers who are looking for exactly what you offer.

Anyone can set up a Google account and post some ads. Heck, you could probably set it up yourself.

But using Google Ads properly, to connect with the right people at the right time with the right message, requires complex knowledge. Without this knowledge, you are setting yourself up to waste a lot of money.

You need someone to manage your Google AdWords account, targeting the keywords and image campaigns that will drive conversions (purchases, leads, goal fulfillment) on your site.

Through a variety of research tools and techniques, they can develop effective paid search campaigns focused on reaching their target cost per sale or lead. You’ll reach keen buyers who won’t necessarily find you organically through search engine optimization techniques.

For the success of your business,

Suzanne