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It is not at all understandable to you why your ads are not showing up on Google, after all, you structured your new PPC account, loaded the keywords and optimized the ad text before you activated the AdWords campaign. This can happen to anyone, so don't worry too much. It's probably all down to a problem in your account that is preventing your ad copy from appearing in the search results. There can be various reasons why your ads are not appearing on Google. In this article, I would like to help you solve this problem. If you start from the beginning of the post and work your way down, you should soon notice activity in your AdWords account. 

1st campaign/ad group is paused. A fundamental element of any campaign or ad group is the active or pause mode. It may seem intuitive, but make sure that your campaign and ad group are set to "active".

2. disapproved advertisements. Your ads will be disapproved if the ad copy does not comply with Google's ad copy guidelines. You can manually check ad approvals on AdWords by clicking on the "Ads" tab for your campaigns and checking the status column. The status column will tell you whether your ad is approved, disapproved or only approved for a limited time. If the ad has not been approved, you will need to click on the small question mark to get more details about the status of your ad. Use the AdWords Help Guide to view the complete list and all details regarding the respective approval status.

3. disapproved keywords. AdWords also checks and approves the keywords of your campaigns. Google AdWords does not allow you to advertise products and websites that are associated with weapons, drugs, hard alcohol, pornography, fireworks and other similar content. Just like ad approvals, keyword approvals can be checked on the interface by clicking on the keywords tab and checking the status column of the respective ad. Look in the AdWords Keyword Guide for further details on the status of the respective keyword.

4. negative keywords. Including negative keywords in your campaign is a good option for blocking unwanted traffic, but you need to be careful - especially if you're using broad match. Review your list of negative keywords and make sure you haven't added any negative keywords to your campaigns or ad groups at the campaign or ad group level that will invalidate your keywords within the respective ad groups.

5. low search volume. Low search volume could be another reason why your ads are not generating any impressions. You can check if the new keywords in your account have a low search volume by clicking on the keyword section and checking the status column. If your keywords are suffering from low search volume, you should use the AdWords Keyword Planner to find similar keywords that have a higher search volume.


6. the keyword bids exceed the daily budget. Your keyword bids might be too high for your daily budget. For example, if the maximum CPC of your keyword is higher than the Daily budget of your campaign, Google will not show your ads. If this is the case, it makes sense to simply place lower bids and/or increase your daily budget.

7. poor display disposition. Poorly planned ad scheduling can prevent your ads from being shown to your target audience and can derail your campaign performance. For example, if you are marketing a B2B product, an incorrectly placed ad schedule that only shows your ads overnight can ruin your campaign performance.

8. negative bid adjustments. Incorrectly placed bid adjustments could be another reason why your campaign's performance is suffering so far. Large scale negative bid adjustments on mobile devices in a mobile campaign are obviously a hindrance to achieving the desired impression and click performance. When troubleshooting, make sure that no large, unwanted bid adjustments were accidentally made that caused the poor performance of the campaign.

9. problems with the billing information. Check your account billing information for accuracy (credit card number, expiration, address, etc.). If Google is experiencing billing issues, it will not serve your ads.

10. patience. If nothing else works, it is sometimes best to simply wait and see. Google can take up to five days to approve your ad copy and keywords. Once you submit your ad copy and keywords, you'll need to wait for Google to complete the review and approval process. If you have been waiting for more than five days, you should contact a Google representative and follow up.

If you've already worked your way through the entire list and still can't see any results, it's time to contact a Google representative. Your account may be facing bigger problems than bids, budgets and the approval of your ad copy.

Tobias Dziuba

My name is Tobias and I am the founder and managing director of the Amazon agency Adsmasters GmbH based in Düsseldorf.

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