How to Fix Your Google Ads Not Triggering Due To Low Ad Rank

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All right what's up everyone welcome to the Surfside PPC YouTube channel today I...
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all right what's up everyone welcome to the Surfside PPC YouTube channel today I want to go over an error you might see in your Google ads account and that's your ad is not showing due to a low ad rank so to look at the specific error I have opened my farmhouse Gold search campaign I get it sometimes in my own campaign so don't worry if you get it but when you go to your keywords section so you open your search campaign you click on the keywords tab to the left over here is status it's a column with whether or not your ad is showing so right now we're showing eligible here you might see other statuses but one thing you might see is if you scroll your mouse over it might say an ad isn't showing right now one of the errors might say this candidate is not triggering ads to appear on Google right now due to a low ad ranked ads are ranked based on your bid and your quality score so I want to do a separate video about ad rank to kind of explain it a little bit better but just one quick thing with if your ad isn't appearing for ad rank so it's based on two different factors one is the bid
That you're putting out for that keyword and the other one is based on your...
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that you're putting out for that keyword and the other one is based on your quality score so Google creates ad rank to basically be able to rank every single advertisement that's eligible for an auction when someone searches a certain keyword so when you go to Google and you do a search and you see some of the advertisements at the top here they're all ranked there because of their ad rank so it's based on a factor of their bid and their quality score so if we come back over to Google Ads here if you're getting these issues pretty often there's a few different things that you can do first off and the easiest way to do it is to increase your bid so you might be using an automated bidding strategy I am using that for this campaign now if you're using a manual CPC bidding strategy and let's just say for example you're bidding $1 on a keyword you might just have to increase your bid so just try increasing your bids if your ads aren't showing but before you do that what I want to make sure you do is look at your quality score so when you open the keywords tab here and you click on columns over here click on modify columns right here under
Quality score you can see they have a bunch of different things that you can...
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quality score you can see they have a bunch of different things that you can add to your column so quality score historical quality score expected click-through rate landing page experience and address and they also have the historical value for all those so add them all to your columns click on apply and now you're opening your keywords tab you have all those columns open what you want to do is scroll over and you can look at the quality score for each individual keyword so I don't have the best quality scores for all these keywords right now you generally want to be 7 or 10 or above you really want to be 9 out of 10 or 10 out of 10 so the things that go into your quality score is expected click-through rate so it's your expected click-through rate verse your competitors for the same exact keywords so that's basically all they're measuring so if other competitors so right here you can see for farmhouse shelves I'm gonna use the example of farmhouse shelves for this video my other competitors if my expected click-through rate is about two point nine two point six five percent my competitors are probably in three percent or above if they're above
Average so right now it's just average so what I would have to do is increase...
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average so right now it's just average so what I would have to do is increase that click-through rate to get my expected click-through rate to above average now landing page experience if you're seeing average or below average for pretty much every keyword that you're targeting then it has a lot to do with your website your website just isn't giving a good landing page experience so basically that's Google is going to go to your landing page they're gonna look at the keywords on your landing page they're gonna look at page loading times really the ease of use for all of your landing pages and you're going to be measured against your competitors so one thing you can do is look at competitor landing pages see some of the things that they're doing if competitors have a very user-friendly landing page then they're probably gonna have an above-average landing page experience and when you think about Quality Score you have to remember you're always being measured against your competitors so last but not least is gonna be add relevant so if we look at farm house shelves again you can see our ad relevance is actually above average here so that's why our quality score is seven out of ten for things
Where you see average across the board you see it's a six out of ten as you go...
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where you see average across the board you see it's a six out of ten as you go down a little bit sometimes you'll see something below average so it's really something where you need to continue to outperform your competitors to increase your quality score a high quality score equals an ad rank and that means you can actually bid less for your keywords so where a competitor might have to bid we'll use $1 again as our example you might be able to bid 80 cents and still outrank your competitors because you have such a good quality score and quality score is something that's built over time so I've been running this campaign for just about a month now so my quality score isn't gonna be the greatest so as you run your campaigns a little bit longer you continue to optimize your campaigns you create new advertisements you add negative keywords you focus on different things with landing pages you maybe you test different landing pages all of those things can really help you improve your campaign so with farmhouse shelves you can see here my ad relevance is pretty good but one thing you might want to do is we're gonna open farmhouse shelves here we're gonna go to ads and
Extensions just make sure you're running multiple different advertisements for...
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extensions just make sure you're running multiple different advertisements for your keywords so we have a couple responsive search ads here and a couple expanded text ads that we're running most of it's going into this one advertisement so one thing we can do is pause it but our ad relevance isn't really the problem the other thing you can do is click on ad extensions and make sure you're adding ad group level ad extensions so you can see here we have four site links four shelves so we have floating shelves farmhouse wall shelves we have four different call-out extensions just some different types we have a structured snippet extension to show different farmhouse shelf styles so just some different things that you can do to really improve on your quality score now if we come back over to ads here what we can do is I'm gonna open a couple of the different landing pages I'm running so what I've actually done is I've taken two different advertisements I've gone here I've gotten a copy and edit kept the same advertisement so the expanded text ads are exactly the same the responsive search ads are exactly the same and I'm actually running two separate landing pages on my website so you might not be
Able to do this but it's something that you can definitely test to optimize your...
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able to do this but it's something that you can definitely test to optimize your campaigns so I want to go a little bit more into campaign optimization in the coming months but what you can see here is we have one page here farm house shelves and rustic shelves people scroll down there's a bunch of farmhouse shelves for sale now if we come back to the top and we go to farmhouse shelf this is actually our shop page so there's some categories up at the top here and then as you scroll down some different products related to farmhouse shelves so there's different things you can do so that's hopefully going to improve my landing page experience and Google's gonna continue to serve the advertisements that drive me the best results over time so that's just some different things you can do to improve quality score now when it comes to expected click-through rate I actually have a pretty strong click-through rate for farmhouse shelves I mean so being at two point nine percent two point six five percent this is pretty good but it might just not be good enough for right now so one of the things you can do is try to add negative keywords so we'll get some of the search terms here that are triggering our ads and so for the most part they look pretty good but what
I generally do is I'll come down here and just look at some different things...
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I generally do is I'll come down here and just look at some different things that people are typing in so farmhouse style hanging shelves so here's one that where what it wouldn't be relevant from a farm in NH which I'm a shoe assuming is New Hampshire that makes wooden shelves so that's not really something that's too relevant for the products that are on my web site farmhouse microwave shelf I actually don't know if I have microwave shelves on the website Lowe's so you can get rid of some different competitor names because if someone's looking specifically for Lowe's farmhouse style shelf liner so just some different things where you can exclude keywords that aren't gonna be relevant for your business so here's one for Big Lots large farmhouse shelf vertical farmhouse shelves so I don't know if I have any vertical farmhouse shelves and here's someone looking for something specific looks like farmhouse shelf brown wallpaper border so some different ideas for negative keywords that I can put in this isn't really gonna improve my campaign too much to be honest but you can see overall if you start getting rid of some of these different keywords that people are typing in you can make sure your search
Terms are really relevant which is gonna help your click-through rate over time...
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terms are really relevant which is gonna help your click-through rate over time so if you have any questions about this the main thing is just look at your search keywords you can scroll over eligible here it's saying here my candidate this candidate is not triggering ads due to a low ad rank so it might just be that my bids not high enough so the last thing you can do is go to settings so it's gonna say your bidding strategy so right now it's showing maximize conversions I actually just added a new bid strategy to this campaign but it's still learning so it might not be applied completely yet but what I like to do is go to tools under shared library going to bid strategies so it's gonna open this page here portfolio bid strategies so I created a bid strategy target return on adspend for far Skol so if I click on it my strategy target return on adspend right now is 67% so I'm hoping to improve that over time so we come down to settings here you can see target return on has been 67% under Advanced Options you might want to increase your maximum bid limit a little bit so I just did this increase
It to 250 if you're still getting the issues maybe I want to go up to three...
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it to 250 if you're still getting the issues maybe I want to go up to three dollars for maximum bid limit so you just want to make sure your bids aren't limiting your campaign and obviously it's difficult because you want to drive the best possible results at the lowest possible cost but you might have to increase your maximum bid limit if your competitors are bidding much higher than you and then as you improve that quality score you should be able to decrease your maximum bid limits and increase your target return on adspend or improve your target CPA so just some different ideas for trying to fix this error where your ads aren't showing due to a low ad rank if you have any questions leave them in the comment section thanks for watching our video today and make sure you subscribe to our YouTube channel

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