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April 7, 2022
That’s the number of ads that are turned away from the digital marketing ad freeway on average every year. That means that 100 ads per second were being rejected.
How can you make sure that your masterfully planned and funded ads don’t befall the same fate?
What was that famous saying?
“Knowing is half the battle.”
Let’s peel back the layers on your digitized ads, and dive into the top reasons why they may not be showing on Google Search.
Crafting a budget for your pay-per-click campaign is a crucial step to ensuring that your ad goes on and lives a long and rewarding life. The first step to this is making sure that you have the means to keep your ad on life support.
What happens if you don’t?
Then you can’t come up with any more killer ads on Google, and your PPC campaign is dead in the water.
Any linked accounts are put into a timeout and suspended by Professor Google — even email accounts that you’ve linked to it. You’ll also be blocked from creating any other accounts in the future. How can you go full Sherlock Holmes and investigate the cause of this?
Find that tool icon and select billing summary under “Billing”. You should be able to spot the date of the decline, as well as if your card company or bank shared the reason for the decline.
After that, get in touch with your bank, where the bank customer service representative should reveal the true reason for the decline. The most obvious way to remedy this plaguing issue is to fund your bank account that is linked to your Google account if that was the reason for the decline.
If there’s enough in your account, then make a payment so that you can get your ads back in front of eager customers’ eyes. The quickest way to do that is to make the minimum payment that is required. This will put your account back into good standing, and you’ll be able to get your ads back up and running.
Wipe that sweat off of your brow, because you’ve solved this issue for now. But your hand soon flies up and smacks your forehead, because you’re not out of the clear yet.
Your ads still aren’t running! Why could this be?
This is where you’ll have to dive into the terms and conditions of Google’s policies. Essentially, there are 4 ways that the ban hammer can come crashing down upon your ads.
This is content that, put simply, you can’t advertise on Google. What would this entail? Counterfeit Goods
This is the realm of thieves who hijack popular brands and use them as their own. Their weapons are trademarks or logos that are identical to their original owners, or simply mimic the features of the product.
If you’re doing affiliate marketing, then this is something that you must tread carefully with. Many marketers will pull the same logo and image, and try to pass it off as their own. This could ring the ban bells, so be careful. Dangerous Products or Services
Don’t advertise the purchase of grenades, cocaine, acidic, etc. We think that goes without saying, Stewie Griffin. Enabling Dishonest Behavior
Don’t be the peddler of shady products that promote even shadier behavior. This runs the gamut from creating software to hacking manuals. Promote products that have integrity, and you’ll avoid cruising this ban avenue. Inappropriate Content
In this politically charged era, this area has been growing greyer and greyer, as political free speech has been perceived as coming under attack by social media platforms. Whatever the case, it helps to hold to common sense when you’re creating your ads.
Shy away from anything that promotes hate, violence, or throws up shocking images — because the internet is more and more becoming the playground of young minds. Google is aware of this, and so should you.
Other reasons for ad copy dinging the ban bell could be: Misrepresentation of Services
(Overzealous salesmen, we’re looking at you). Don’t make exaggerated promises that the product or service cant deliver.
Keep your Google Search ads away from R-rated content. Keep it PG, and you’ll be good to go. That means no sexual themes, kiddos. Keep those in the cinema, and out of your ads.
Alright, so your ad copy is homely, honest, and zinging with amazing style. But they still aren’t running, and your forehead is about to make an appointment with your office desk.
The problem could be the vital element that helps push your pay-per-click ads out to the masses: your keywords.
You will know if your keywords aren’t approved by these four status types:
If your ad group has been crushed under the ban hammer, then it’s because the keywords were labeled as “Not Eligible”.
What could’ve triggered this disappointing label?
If your head is still spinning about the possible reasons why your keywords were victims of the ban hammer, then remember the golden rule:
Remember that your advertising on Google effort shouldn’t be dipping into edgy territory, where you promote dangerous products, have racy images or themes, or promote the fact that your service or product is the cure for the human race.
As long as you avoid doing those things, and don’t lift content from other creators, then your keywords stand a good chance of avoiding Google’s prying eyes.
So, you have double-checked your copy, and you have keywords that strictly adhere to Google’s guidelines. But as the days wear on, the ads are still in purgatory Google hell.
What could be happening? Unfold your microscope, and peer into the punctuation and spelling of your ads.
If you tried to get cheeky with your spelling, then you might have gone too bold. In that case, Google will strike down any ad that tries to deploy odd and unconventional spelling.
If Yoda was crafting an ad for recruits to flock to the Rebel Alliance, then he would find a difficult time getting anything past Google. No, Yoda, Google isn’t an arm of the emperor, it’s your spelling that’s holding you back.
Don’t say a thing like: “Buy here you must”. Whether accidental or on purpose, google will hunt these ads down and trample them like AT-STs on Hoth.
But that’s not the only goof that Google will flag you for.
If your ad rambles about non-sensical things or has incomplete thoughts, then Google will hold those from reaching your customers’ eyes. Perhaps for the better, because good copy is a clear copy, and no one will be wanting to buy from someone that has an ad like this:
Join the Rebel Alliance because we are great and amazing and cool and fun and…
If that’s the message that you’re pushing, then Luke and the gang will never stand a chance.
If you want to convey a message, don’t beat us over the head with it. Which message sounds better:
Which one is the one that Google is going to crush beneath its hammer? Remember our golden rule about not promising the moon to viewers of your ad?
That’s right. Not only does the second headline break that rule, but it throws in an exclamation mark, which is forbidden in the realm of Google Ads. The reasoning for this is simple, and it’s tied into the overpromising sin.
Some beginner marketers tend to think that the more exclamation marks they throw in, the more important the product will seem. Only, that runs the risk of inflating the product from what it is.
If you want to make your headline sing in the minds of your customers, the power of your words must do the trick. This dovetails us into another golden rule.
Symbols, keep them on the sidelines. Any use of asterisks, bullet points, or ellipses will trigger suspicion from Google. Play it conventionally, and you can stay out of Google’s spotlight.
You’re almost there, you think, as you build out your stellar copy that speaks to your customers while crafting concise sentences that speak to your audience.
Ony, something is still off, and your office desk is looking more and more appetizing to your forehead. Before you bash it to smithereens, let’s revisit your keywords.
Because there’s a type of keyword that’s a key weapon for targeting your audience: the negative keyword.
What is it, and why does Google Search want to see these in your ads?
This is Google being your Master Jedi because they want your campaign to reach only the people that you want to reach so that you can reap a host of PPC benefits.
A negative keyword does just that. So, young Padawan, how do you accomplish this?
Well, for you to reel in the conversions that you want, you want to make sure that your keywords aren’t sending your ads out to the wrong people. Let’s use lightsabers as an example, because who doesn’t want a lightsaber in these trying times?
Well, let’s say you decide to use the term “light sword” as a keyword. Well, this could potentially mean many different things. For example, it could be a term that Jon Snow plugs into his Castle Black typewriter, looking for a sword that has lightweight.
On the other hand, it could be a Jedi looking for a lightsaber. Who knows, right? For that reason, you might want to include this as a negative keyword, so that you block out the Jon Snows of the world — because he knows nothing.
You want to stick to your target audience, to pull in the ultimate conversions. It’s for this reason that Google wants to see these in your pay-per-click campaign, and the lack of them could trigger the ban hammer on your ads.
Now, you start to grin from ear to ear, as you plug in your negative keywords. Slowly, you are crafting the ultimate campaign that Google simply can’t deny.
Only, it does. Your stomach drops as your phone buzzes in your pocket.
“Account Overdraft,” the bank notification reads.
In this case, you would have to wait until you can deposit the funds to bring your ads back to life. Until then, they’ll be relegated to the marketing sidelines. How can you avoid this?
By setting a daily cap for your ad spend, control the amount that is leaving your account.
Just beware. If you’re bidding in an industry that demands sky-high CPCs, then you’ll have to craft a hyper-targeted campaign to help manage and control your budget for peak effectiveness.
After all, not every click is created equal.
A person scanning their phone during a lunch break is less likely to convert than someone perusing their phones after work during their relaxing session with a sofa and glass of wine — and, hopefully, not GOT Season 8.
By comparing your CPC and bid adjustments with how much cash you’re able to throw around, you can set how much money you want to spend per day, and at what time your ads are displayed.
After all, not all of us have the capital to blow through unlimited budgets with the soft squishy cushion to run a smattering of A/B split tests, to craft the perfect gem of an ad through trial and error.
You want to get it right the first time, as much as possible.
Well, reach out to us about our buffet of services that help you and your business master the marketing game…
So that your Google Search ads don’t find their way into Google trash.