Some Reasons Your Google Ads Aren’t Getting Enough Impressions

Google Advertising impressions for your campaign reflect the visibility of your advertising and brand on search engine results pages (SERPs). Thus, when it comes to gaining new clients, first impressions are essential.

However, everyone is susceptible to encountering issues when it comes to our Google Ads. Most often we don’t receive viable impressions online or simply don’t see our desired results, which, in turn, make for costly mistakes!

In this article, let’s take a good look at some of the reasons that contribute to poor Google Ads impressions and discuss some ways to boost your online visibility.

Examining Inadequate Google Ads Impressions

It's not uncommon for inexperienced PPC advertisers to struggle with impression generation. In fact, even the most seasoned PPC managers can fall victim to this issue! Here are the following campaign aspects that can have an impact on Google Ads impressions:

Your Chosen Keywords

If you miss one, your advertisement might never show. Remember the following:

• You risk losing a search keyword if you bid cheaper than your rivals. Increased bids may result in improved quality, relevance, and Ad rank on occasion.

• These are low-traffic keywords. Your advertisement may not acquire a big number of impressions if you target specific long-tail keywords. Increase the breadth of your phrases (or match types).

The Value and Timing of Searches

The quantity of prospective impressions is directly proportional to the number of keyword searches. Keywords with a high volume of searches create more impressions. Take into account the following:

• Seasonality Events

During the off-season, search volume for terms such as winter clothing or Christmas jumpers will be lowered.

• Term Trends

As search volume rises, so does the number of impressions for a certain keyword. When you first introduce a new product, traffic may be slow.

The Match Types and Impressions

Many PPC advertisers are unfamiliar with keyword match types, resulting in missed Google Ads impressions. Additionally, here are some considerations you must know:

• Exclusivity limits your impressions.

You don't want a huge amount of irrelevant visitors, but you also don't want to limit your campaign's potential. Because your advertising will only be seen when user search queries contain exact matches for your keywords, near variants and synonyms should be categorized as negative keywords. As such, you must find a happy medium between reach and relevance. 

• Negative phrases reduce impressions.

Avoid the phrases that match as negative keywords to avoid blocking out high-quality visitors. Rather, using previous search data to identify keywords that make an impression.

The Utilization of Negative Keywords

PPC advertisements, in general, have a negative keyword list issue. Make keyword lists at each of the following levels: Campaign level, Ad Group level, and Shared Library (for multiple campaigns).

Additionally, negative keywords can significantly reduce the number of times your Google Ads appear, so use them wisely.

The Budget

If everything else checks out, it might be worth looking into your working budget. It’s important to understand that a small daily investment will not yield a high volume of impressions, especially if your keywords are expensive (CPC).

Moreover, your budget could contribute to misalignment in ad delivery methods. For example, using Standard Delivery stretches your advertising spend across the day, with morning impressions lost in order to show your ad later in the day. Make sure you maximize your budget as you modify your ad delivery method suitable for your business. 

The Industry Competition

When competition with higher financial resources joins your niche, you can do everything perfectly and yet lose impressions. A competitor that outbids you can swiftly overtake you in the search engine results pages (SERPs).

Conclusion

As you can see, there are great opportunities for your business to capture a lot of sales in a short period of time. Especially in the fast-paced environment of the digital world, it’s vital to adapt as it evolves along with trends and consumer behavior. So ensure that your Google Ads are getting enough impressions–it’ll help you reach your goals fast!

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