Why PPC Ads May Not Appear:

There are several reasons why your PPC ad may not appear when you conduct a search. Here are some of the main reasons:

• Engines pace the budget throughout the day and may not show the PPC ad for every search.
• Campaign may have hit budget cap for the day.
• Geo-targeting settings may be applied. Example: You are located in Missouri and campaign is geo-targeted to Texas.
• Day-parting settings may be applied. (ad may be set to only serve during select days and hours)
• Repeat searching – if you repeatedly conduct searches without clicking, the engine may stop displaying certain results since it optimizes to display relevant results that you’ll click on.

Ways To Preview Your PPC Ad:

As a best practice, utilize an ad preview tool in order to view your ad and avoid any potential affects to the performance of your ad. These preview tools allow you to select locations and devices when previewing, in order to adjust for any settings applied to your PPC campaign:

• Google Ad Preview Tool: http://adwords.google.com/d/AdPreview/?__u=1000000000&__c=1000000000
• Bing/Yahoo Ad Preview Tool: http://bingads.microsoft.com/Tools/AdPreview

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An easy way to understand the value of impression share is to think of the online advertising landscape as a delicious pie. You and your competitors are each trying to grab the biggest slice of that pie. By tracking your impression share metrics, you’re keeping tabs on the size of your slice compared to the whole.

If your keyword bids are too low, you might risk your ads not appearing on the first page, which may lead to missed opportunities for impressions, clicks, and even conversions. Ensuring that your bids are high enough that your ads are appearing in competitive positions will greatly improve your chances of capturing impressions and clicks, and generating traffic to your site. You will definitely want to use this metric in conjunction with the average position of your keywords. You may notice that the average position for your keywords is high, but that your impression share is low. This can tell you that when your ads appear, they appear in high positions, but because your impression share is low, those ads aren’t getting as much exposure as they could be in those high positions.

Available network-specific impression share metrics include:

• Search impression share: The impressions you’ve received on the Search Network divided by the estimated number of impressions you were eligible to receive.
• Display impression share: The impressions you’ve received on the Display Network divided by the estimated number of impressions you were eligible to receive.
• Search Lost IS (budget): The percentage of time that your ads weren’t shown on the Search Network due to insufficient budget. This data is available at the campaign level only.
• Display Lost IS (budget): The percentage of time that your ads weren’t shown on the Display Network due to insufficient budget. This data is available at the campaign level only.
• Search Lost IS (rank): The percentage of time that your ads weren’t shown on the Search Network due to poor Ad Rank. Note: Lost IS (rank) won’t be shown on your Ad groups tab if you ran out of budget at any point during the date range being examined.
• Display Lost IS (rank): The percentage of time that your ads weren’t shown on the Display Network due to poor Ad Rank. Note: Lost IS (rank) won’t be shown on your Ad groups tab if you ran out of budget at any point during the date range being examined.
• Search Exact match IS: The impressions you’ve received divided by the estimated number of impressions you were eligible to receive on the Search Network for search terms that matched your keywords exactly (or were close variants of your keyword).

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Clicks on Product Listing Ads are charged on a cost-per-click (CPC) basis, or conversion-focused cost-per-acquisition (CPA) percentage basis (select participants in the US only).

Why you’d use them:

Product Listing Ads allow you to promote your products on Google Shopping and create a more engaging user experience.

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Remarketing is a feature that lets you reach people who have previously visited your site, and show them relevant ads across the web or when they search on Google. When people leave your site without buying anything, for example, remarketing helps you connect with these potential customers again. You can even show them a tailored message or offer that will encourage them to return to your site and complete a purchase.

Use remarketing to match the right message to the right people at the right time. Here’s how: You add a piece of code (remarketing tag) to all of the pages of your site. Then, when shoppers come to your site, they’ll be added to your remarketing lists. You can later reach out to these potential buyers while they search on Google or browse other websites.

You can use remarketing in multiple ways, depending on the type of site you have, your business goals, and your campaign type:

• Remarketing for the Display Network: Show ads to your site visitors while they browse the web.
• Remarketing lists for search ads: Show ads to your site visitors when they search for what they need on Google. Expand your reach with additional keywords, set bid adjustments for people who have visited your site, and tailor your ads to them.
• Dynamic remarketing (only for advertisers with a Google Merchant Center account): Show dynamically created ads to your site visitors, powered by your Google Merchant Center account. These ads are created based on the pages your customers visited or how they interacted with your site, and are shown to your site visitors while they view other sites on the web. Dynamic ads include relevant details such as product image, title, and price.

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The display network is composed of third-party websites (e.g. forbes.com, espn.com, etc.), that boast high traffic volume. By joining Google’s display network, these sites can earn extra revenue by presenting ads to their visitors in hopes of getting a click, and a share of the cost per click.

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• For each ad campaign, you can select locations where your ad can be shown. Then, location targeting allows your ads to appear for people in those locations.
• You can choose locations such as entire countries, areas within a country like cities or territories, or even a radius around a location. AdWords may also suggest related locations that you can choose to target.
• Location targeting helps you focus your advertising on the areas where you’ll find the right customers, and hopefully helps you increase your profits as a result. We suggest that you choose the region where your customers live and where your business can serve them.

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Example of keyword that a BBQ restaurant would want to serve their paid ad:
• “BBQ Restaurant in St. Louis, MO”

Example of negative keywords a BBQ restaurant would not want to serve their paid ad:
• “Mexican restaurant in St. Louis, MO”
• “Chinese restaurant in St. Louis, MO”

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