What may keep my ads from getting impressions?

There are some reasons why your campaigns might not have been showing up on Google. Find out what might be the reason by going through the examples below.

Billing Information Issue

When Cobiro creates a Google Ads account for you, you’ll need to enter your billing information for your campaigns to start running. You can solve this by logging into Google Ads and clicking on the “Fix it” notification at the top of the page. It’s also very important to keep your billing information up-to-date. Review your Google Ads account to confirm that your billing information is correct (credit card number, expiration, address, etc.). If Google has an issue with your billing, it will prevent your ads from running.

Not Accepted Terms & Conditions

Google may have changed its Terms & Conditions since the last time you used Google Ads. To continue advertising with Google Ads, you’ll need to accept the updated terms. Otherwise, your campaigns may be paused until you accept them. Fix this by logging into your account and clicking the red notification banner at the top of the page informing you about the issue. Read the updated information carefully and accept it to continue using Google Ads. 

Limited or exhausted budget

Your ads may not be eligible to show depending on the cost per click (CPC) of your keywords compared to the budget that you set for the campaign. If you have set your budget so low that the CPC exceeds the campaign budget, the ad will not be able to show. When this happens, your campaign status will show “Limited by budget”. 

You might also see a red “Balance is exhausted” notification banner in Google Ads. Please click on it and follow the detailed steps to get your ads back on track.

Paused campaigns or ad groups

Your campaigns need to have the green "Enable" status indicating that they’re actively running on Google Search. In case your campaigns or ad groups are paused or removed, you won’t get any impressions and neither will Cobiro be able to keep optimizing your ads. Make sure that your campaign and ad groups are active by following these instructions.

Bids too low

Setting a maximum cost-per-click bid (or "max. CPC") that is too low is a common reason that prevents many ads from being shown on Google. Bids are crucial for your ads since they determine the highest amount that you're willing to pay for a click on your ad. Increasing your max. CPC might help your ads to get triggered in the auction so they can be shown on Google.

Low quality score

The quality score is Google’s estimate to measure the quality of your ads and website. It involves offering relevant, useful and original content, fostering trustworthiness on your site, providing an easy navigation structure, decreasing the landing page loading time and much more. Therefore, a low Quality Score plays a decisive role in determining the amount of exposure and clicks your ads receive. If your keyword has a very low Quality Score, your ads might not be shown at all. To check if the impact of your ads is compromised due to a low Quality Score, please go here.

Low search volume

A lack of impressions could be the result of a low search volume. This might be related to your keywords in Google Ads that are too specific and only generate very little or no traffic at all. Seasonal search terms and patterns can be another reason for a low search volume during the off-season. Besides your keywords, your ads might not show up because your business tackles a low traffic industry or a target audience or area that is not as internet-oriented as others. You can check in your Google Ads account if your keywords suffer from a low search volume by clicking into the keyword section and checking the status column.

Your ads are under review by Google

Once we create your Cobiro campaigns, you need to wait until Google has reviewed your ads. This normally takes up tp 24 hours. Until then, you won’t see any impressions or clicks.

Similarly, when we create a Shopping campaign for you, your products should show as “Disapproved” in the Merchant Center as long as they are under review. A review can take up to 2 business days. If your Shopping campaign is created but the products haven’t been approved, there won’t be impressions.

All of your ads have been disapproved

There are some reasons leading to ad disapproval as we’re explaining in this article. In the event that all of your ads from your existing campaigns are disapproved, you won’t get impressions in Google Ads.

You can click on the status of the ad to get more information as to the policy they violated and click on the link for more information. Once you have made the required changes and saved the new ad, Google will review it within 24 hours so it’s up and running.

Target location too narrow

If your targeted location is very small, it might happen that there are not enough people searching for your keywords. In this case, we suggest adjusting your target area so there’s a higher chance for your ads to reach your customers. Please follow this link to see how to make adjustments to your target location in Google Ads.

Negative keywords

Adding negative keywords to your campaigns is a good idea to avoid undesired traffic. However, you must be careful when you block specific keywords (especially when using broad match) that are not eligible to enter the auction and therefore don’t trigger ads. Review your negative keyword list and make sure that you have not added negative keywords that could be useful for increasing your reach on Google.