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Display Ad impression issues can range from “minor” to “crippling.” They can even prevent you (the advertiser) from making valuable decisions about budget and strategy because without impressions data; you don’t know whether your ads are reaching potential customers online.
Are you worried about Google Display Ads not getting impressions? Generally speaking, Display Ads on the Google Ads network should start seeing impressions within 24 hours of starting an advertising campaign.
Yes, in Display Ads you may be charged for per thousand impressions based on the CPM bidding strategy. Google doesn’t charge for impressions, and neither does any other reputable network. Google’s Ad server is responsible for serving your Ads, and it will always serve an ad unless:
Simply by looking at Impressions in your Google Ads report you can confirm that your Ad is getting impressions. There are other tools available like PPC Signal which can even track that on which device, time and locations are giving you worst or best impressions. If something unusual happens in impressions, this tool will give you alert in no time.
The easiest method to estimate is using CPM, or cost per thousand impressions. The formula is budget / CPM × 1,000 = Impressions.
You can also calculate the budget required to reach a certain number of people. The formula for this is impressions × CPM ÷ 1,000 = budget.
There are several reasons why your Google Ad impressions could be low on your campaigns either display or search, you can relate the below points according to your campaigns type.
CTR can vary depending on the ad unit and placement, but it is generally good to try to maintain at least a 0.5% CTR for all ads. Ads with lower clickthrough rates need to run longer to achieve the same number of clicks as those with higher clickthrough rates.
If you’re having trouble getting impressions, you should also considering your bid changes.
Google uses a combination of CTR and page quality metrics to determine where to show your ads.
Therefore, it is important that you buy keywords with high search volume, optimize your landing pages for conversions, and follow other best practices related to Quality Score optimization to get the most out of your campaigns.
It is possible that Google isn’t serving up your Ad because it doesn’t match the Ad’s targeting settings.
For example, if you created a Display Ad to target the keyword [shoes], but then you add the phrase [cheap shoes] as negative keywords, Google won’t show your Ad for searches related to [cheap shoes]. Because For Display campaigns, a set of negative keywords will be excluded as an exact topic.
This can happen even if you’ve added negative keywords that should eliminate irrelevant searches. As already mentioned negative keywords in the display campaigns act as by excluding exact topic.
For example, if you only want your ad to show on the keyword [shoes] but not on [buy shoes], make sure that both keywords are added as keywords in the campaign settings, and also make sure that show ads when is set to show ds for “shoes.”
Ads only show during the time and day that you’ve specified for your campaign. For example, you should add those hours when creating or editing a campaign if you want to show ads from 9 am to 5 pm on weekdays.
Google determines your ad schedule by your ad’s start and end date and time so that it will follow those settings exactly. So check these settings properly if you are having low impressions shares issue in campaigns.
If your ad group has multiple ads and none of them are showing up in your campaigns, it may be because Google cannot find a good match for the ad. This can happen if you have keywords with similar intent but different meanings. For example, “funny” could refer to either being funny or having a good time.
For this reason, we recommend that you limit the number of keywords you use per ad group and that they are as specific as possible. You can also turn off certain ads that Google has been unable to match up with your keywords by going to the “Keywords” tab and clicking on “Edit.”
Yes there is a tool called PPC Signal which can help you to detect the changes happening in PPC campaign very quickly, if your impressions started going down or you are not getting enough impression share, you will get the signal on its dashboard immediately.
This tool handles has the power of AI and machine learning to handle multiple campaigns simultaneously and effortlessly and keep an eye on each and every important KPI of your campaigns which need immediate actions if something unusual happens in the campaign, you will get an alert in no time if your impressions goes down suddenly or your cost on campaign is increasing. Let’s have a look at its dashboard.
Each tile in the dashboard showing unique signals. It is not only pointing the affected KPIs, it is also clearly mentioning when this change has been started on which campaign and on which ad group & keyword.
You can filter the results of your campaign from the left section on the dashboard. You can do it by selecting parameter of your choice like campaign, ad group, keyword, device, etc. In our case as we are interested to know about impressions, we will just look into that under “Metrics” filter section.
As soon as you will select the “Impression” metric, all tiles on the main dashboard area will be updated. You will find multiple signals based on this metric. All these signals are very useful. Either you are getting more impressions, you must also keep an eye on clicks as well to know if you are getting clicks or not.
If your goal is to have conversions then getting only impressions without getting clicks will be wastage of time on your campaign.
If you look at the highlighted signal tile in red, this is where you must give high attention, your impressions going down from past few days in a campaign “Watch Hubolt Washington E” on mobile device. You can click on explore button to further see the signal in detail for more analysis.
Of course, you can add multiple metrics on the graph to analyze the trend side by side.
As shown in image below you can just click on “Click” metric or you can select any metric of your own choice to analyze the results.
PPC Signal is a great tool and recommended by many PPC experts. It not only gives you continuous monitoring of your Google Ads campaigns, in fact it actually saves your time, resources and energy to achieve 10x return. So in the end you will do less effort with great results.
If you’re seeing a pattern of your Google Display Ads not showing up, the above reasons may be the cause. Look for patterns in your ad reports, and make changes accordingly.
Please keep in mind that many other factors could contribute to the success or failure of an ad campaign. But important thing is, you should monitor it timely and implement or change the strategies based on your data analysis.
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