谷歌广告不显示的11个原因(& 如何修复!)

康纳债券
最后更新日期:2021年12月6日 | 付费搜索营销
Home九州体育馆app下载谷歌广告不显示的11个原因(& 如何修复!)

考虑到你现在的处境, I think it’s probably best that—contrary to my typical style—I keep this introduction short and sweet.

你的谷歌广告没有显示. 至少可以说,这是令人担忧的.

google-ads-not-showing-blank-billboard

如果你没有在谷歌搜索上看到你的广告, 这可能不是警报的原因:您应该只使用 广告预览 工具检查您的广告.

但如果他们没有显示在广告预览工具? 这是一个问题.

The good news: There’s more than likely a perfectly good explanation as to why your 谷歌广告 不显示. For the sake of clarity, I’ll divide those reasons into two categories: 绩效 and 这些与成绩无关. Because they’re generally easier to fix, I’ll start with those in the latter category.

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谷歌广告不显示:无性能问题

这就是我所说的“不表现问题”.“通常,你的谷歌广告是有原因的 不相关的 你的广告质量,登陆页,广告组等. 换句话说:即使你做得很好 谷歌广告最佳实践, there are still plenty of reasons as to why your 谷歌广告 may stop showing. 以下是其中的七个.

1. 你的付款没有到账

If, 就像很多广告商一样, 你正在通过自动支付方式为谷歌广告账户付费, Google will charge you when (1) you reach your pre-set payment threshold or (2) you reach the end of your current billing period. 这取决于哪个先发生.

Obviously, 为了让这些交易顺利进行, the payment information linked to your account needs to be valid and up-to-date. If Google can’t charge you, your ads won’t show up in the search results.

2. 你的出价不是太高就是太低

As you may know, you have to set a daily budget for each of your Google Ads campaigns. If the maximum cost per click (CPC) bid you set for a particular keyword exceeds the budget of the campaign it lives within, 你的广告不会显示与该关键字匹配的查询. Make sure your account is free of these conflicts between campaign budgets and 关键字出价.

At the other end of the spectrum, your 谷歌广告 may not be showing because your bids are too low. 您的广告排名为给定 auction 取决于你的 质量分 对于关键字,你的出价以及出价本身. 如果你导航到 Keywords 您的谷歌广告帐户的部分,您可以使用 投标模拟器 以估计增加不同金额的出价的影响.

谷歌广告不显示投标模拟器

您可以将这些列中的任何一列添加到关键字报告中.

3. 关键词搜索量过低

If a keyword you’re targeting drives little to no search traffic on a monthly basis, 与该关键字绑定的广告可能没有资格显示. 一旦谷歌注意到你的目标是一个极端 少量的关键字,它将使它暂时不活跃在您的帐户. If search volume picks up to a reasonable level, Google will automatically reactive the keyword.

Tactically, however, simply waiting around for volume to increase isn’t exactly a good idea. Using Google’s Keyword Planner (which comes with your Google Ads account) or our very own 免费的关键字工具, you should try your best to find a similar keyword with substantial volume.

现在没时间看全文了? 您可以下载它以备以后使用.

4. 您的广告已被暂停、删除或不批准

It’s possible that your 谷歌广告 不显示 simply because they’ve been paused—or because the ad groups or campaigns that house them have been paused. 如果是这种情况,你需要做的就是把它们从 Paused to Enabled.

另外, your ads may not be showing because they—or their corresponding ad groups or campaigns—have been removed from your account for one reason or another. Unfortunately, if this is indeed the case, you’ll have to start from scratch.

To see if you’ve accidentally paused or removed anything within your account, simply navigate to 改变历史. Here, you can see the changes that have been made to your account and filter by Status.

google-ads-not-showing-change-history-filters

如果你确保没有任何东西被暂停或移除 still 在搜索结果中看不到谷歌广告, 有可能他们没有被批准. Obviously, any ad that’s been disapproved is ineligible to show to users. To learn how you can fix your disapproved ads and get them back on the SERPs, 查看谷歌的广告政策.

5. 有一个安排或目标错误

就像您为每一个谷歌广告活动设置预算一样, you also set an advertising schedule for each campaign—thus allowing you to tell Google which days of the week and hours of the day you’d like your ads to show. 导航到 广告计划 tab of the campaign you’re concerned about and make sure your ads aren’t scheduled too narrowly.

google-ads-not-showing-ad-schedule-tab

Next to that 广告计划 tab you’ll also find the location targeting parameters for your campaign. It’s possible that your 谷歌广告 不显示 simply because there’s not enough keyword search traffic coming from 你的目标地理区域. Once again, you’ll want to make sure this campaign setting isn’t too narrow.

Pro tip: If you want to see how a particular segment of your prospects respond to your ads without 专门 向这个细分市场投放广告,你可以使用 观察 设置,而不是 针对 setting. 而目标锁定限制了你的到达 only 一个特定的观众, observing enables you to reach a wide audience while tracking the performance of your ads among 一个特定的观众. 这样,你就能在不太狭窄的范围内收集到有价值的见解.

6. 消极关键词就是否定活跃关键词

负面关键词—which enable you to keep your ads from matching to irrelevant queries—can be set at the ad group level and the campaign level. 如果你的谷歌广告没有显示, it may be because you have negative keywords canceling out active keywords.

google-ads-not-showing-tweak-negative-keywords

As an example, let’s say you’re bidding on the phrase match keyword “CRM free trial” and you’ve set free CRM 作为一个campaign-level 广泛匹配负. 在这种情况下,负关键字将覆盖活动关键字. To fix this, you’d simply need to switch from the 广泛匹配负 free CRM 完全匹配阴性【九州体育馆app下载】. Doing so would allow you to advertise to users looking for a free trial of a CRM while simultaneously withholding your ads from users looking for a CRM that doesn’t cost anything.

7. 你的负面报价调整太大了

在我们开始之前 绩效 可以阻止谷歌广告显示的问题, 我们还有最后一个场景要讲:负面的 报价调整 你的设置太大了,他们会降低你的广告排名.

Negative 报价调整—which allow you to automatically decrease your bids within a particular campaign under specific circumstances—can be set on a number of different parameters: device type, 每天的时间, location, and so on. 这是最有效的能力, 如果你设定的负面报价调整过于极端, it’s entirely possible that you’re knocking yourself out of the ad competition.

google-ads-not-showing-negative-bid-adjustments-too-big

Negative 报价调整 set on certain times of day (which I can’t reveal!).

Once again, using the simulated bid columns within your Keywords report will prove helpful.

没有时间继续阅读了? 看看下面的视频,找出为什么你的广告不显示!

谷歌广告不显示:性能问题

Sometimes, you’ll find that your 谷歌广告 不显示 because you’re not quite meeting Google’s standards when it comes to PPC的最佳实践. In other words: There are times when getting your 谷歌广告 to show is a matter of 优化. 这就是我们接下来要讨论的内容.

(Because 优化 is trickier than adjusting a negative keyword match type or correcting your credit card information, 这些部分将比前几节稍长.)

8. 你的广告团队不够专注

Each of the ad groups within your Google Ads account consists of two components: keywords and ads. There’s a reason Google houses them under the same roof: The keywords and ads living within the same ad group are 绑在一起. 当你的一个关键字被用户的 搜索查询 你进入了广告拍卖, Google knows to select one of the ads that you’ve tied to that keyword.

google-ads-not-showing-ad-group-structure

Your performance in the ad auction depends on how relevant your ad is to the user’s query; the more relevant your ad, 你在付费搜索结果中的排名就越高. 这让我想到了一个关键问题: 你如何确保你的广告与查询相关?

简而言之:通过构建由 密切相关的关键字. If the keywords 在AD组中彼此密切相关, it’s practically guaranteed that your ad will be relevant to the user’s query—no matter which keyword is triggered, 无论选择哪个AD.

The fact that your 谷歌广告 不显示 may be due to the structure of your ad groups. If you find that you’ve built your ad groups with keywords that aren’t closely related to one another, that’s likely the reason you’re not performing as well as you’d like to in the ad auction.

9. 你的广告文案没有优化

Making sure your ads are relevant to your prospects’ search queries doesn’t start and end with building focused ad groups; it’s equally important that you 优化广告副本. Fortunately, this is a bit more straightforward than optimizing your ad group structure.

In a nutshell, optimizing an ad to rank highly in the paid search results means 将你的目标关键字融入你的文案. 通过写拷贝,包括你的目标关键字, you’re effectively signaling to Google that your ad is relevant to the user’s 搜索查询.

谷歌广告不显示广告副本

(你感觉到主题了吗? Good! When your 谷歌广告 不显示 and you need to optimize, relevance is the name of the game.)

希望, this sheds some additional light on my previous recommendations regarding ad group structure. 在一个特定的广告组内, 你应该拥有比广告更多的关键词. If you’ve ensured that these keywords are closely related to one another, 把它们整合到你的文案中会更加容易.

Think of it this way: If you housed the keywords “dog food” and “10 foot dog leash” within the same ad group, it would be pretty tough to write copy that incorporates both of those, right? 相比之下, if you housed the keywords “dog food” and “dog snacks” within the same ad group, 你的身材会很好.

The bottom line: Your 谷歌广告 may not be showing simply because your copy isn’t keyword-focused enough.

10. 你的登陆页无关紧要

When judging whether you deserve to rank highly in the paid search results, Google doesn’t simply look at the relevance of your ad copy—it also looks at the relevance of your 着陆页. 从本质上讲,如果你的 着陆页 fails to help users do what they need to do—as signified by the intent behind their search queries—you’ll do poorly in the ad auction.

Here’s what that means for you: You need to look closely at each of the keywords you’re targeting with your 谷歌广告. 想想那些查询触发了这些关键字的用户. 他们在挣扎什么? 他们想要达到什么目的? 你能做些什么来帮助他们?

谷歌广告不显示登陆页

登陆页面上的一则广告由“协作软件”查询触发.”

Your answers to these questions should inform the content on your 着陆页s. The better you are at solving users’ problems with your 着陆页s, 你将在谷歌广告拍卖中表现得越好. 良好的措施, you should also make sure to incorporate your target keywords in your 着陆页 copy. 这只会帮你摆脱困境.

11. 你的点击率太低了

最后一个解释为什么你的谷歌广告不显示是 点击率-你的广告将印象转化为点击的速度. 从实际的角度来看 CTR 你的广告广告显示它是多么吸引你的前景. 如果你的广告点击率很高, that means your messaging is resonating with users really well; if your ad’s CTR is low, 事实恰恰相反.

谷歌奖励那些撰写与用户产生共鸣的广告的广告商. So, 降低广告(或关键字)的点击率, 你在广告拍卖中的表现就会越差. If you want to give your ad a better chance of consistently showing to your prospects, you need to write copy that grabs their attention and compels them to click.

google-ads-not-showing-write-better-ad-copy

信不信由你, our advice for writing ad copy that compels users to click is basically the same as our advice for creating hyper-relevant 着陆页s: You need to look at the keyword your ad is targeting, 考虑触发该关键字的用户, 并确定你需要解决的具体问题或痛点. 换句话说,写一个广告 驱动高CTR 这一切都是为了满足你的潜在客户的独特需求吗 根据他们在客户旅途中的位置.

Prospects at the beginning of their customer journeys (near the top of your marketing funnel) typically appreciate ads that provide relevant information and answer their questions. Prospects at the end of their customer journeys (near the bottom of your marketing funnel) typically appreciate ads that enable them to convert or make a purchase.

If your 谷歌广告 不显示 and you can attribute it to low CTRs, take a close look at your ad copy and judge whether you’re doing a good enough job of mapping keywords to the customer journey and addressing users’ needs.

谷歌广告不显示:大图

Realizing that your 谷歌广告 不显示 can be a scary and confusing moment for a digital marketer or a business owner. It’s all too easy to start panicking and let your mind go in a million different directions.

As much as we can relate to that, it’s important to recognize that there’s 一个完全合理的解释 为什么你的谷歌广告没有出现. 不管这个问题是否基于性能, there’s always something you can do to right the ship and get your ads in front of your prospects once again.

Before you go, here are some additional resources you may find relevant or useful:

满足作者

康纳债券

康纳债券是一名内容营销专家 & SEO专家蜡笔, the software-driven competitive intelligence platform that enables businesses to track, analyze, 对他们四面墙外发生的一切采取行动.

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