Have you been trying to manage your Google Ad Grants campaign on your own with no luck, trying to figure why the Ad Grants campaigns not showing up in Google search? your are surely not alone. Ad Grants management can be a complex task to tackle without sufficient experience and knowledge, as there are multiple aspects that Google is taking into consideration before giving ads any visibility, and even more so
when it comes to hardly earned monthly Ad Grants budget. In this post I will list the most common reasons why many non-profit organizations are facing the lack of ad
exposure issue.
Why Your Ad Grants Campaigns Aren’t Showing?
There are a few possible reasons:
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How To Fix The Common Ad Grants Campaign Not Showing Up Issue (Low Visibility)
Low Ad Rank – As there are multiple Google Ads accounts bidding on the same search keywords (with many niches being very crowded and competitive), Google has to decide which ads to show more and which ads to show less or not at all, in order to assure quality content, and more importantly, high CTR (click through rate), which as you know is how Google makes money. This filtering is done by automatically giving your ads a score (from 1 to 10). The algorithm calculates the ads score based on the ad quality and relevancy. To achieve a high ad rank with your Ad Grants campaigns, the ad needs to be long enough and use as much of the allowed characters in both title and description, as well as relevant. The relevancy is determined by matching the assigned keywords with the content of the ad. In addition, Google
requires that the landing page linked from the ad will contain quality content that is related to the ad and selected keywords. If you your ad score is less than
6, chances are it is not high enough to be shown. Try to refine your ads with more relevant content, and if needed update your landing page with more content
and images related to the targeted keywords. - Low Search Volume – Sometimes, your ad may be well written and optimized, but there are just not enough people searching for the specific keywords you created and optimized the ad for, leading to zero or very little exposure. If that is the case indicated and the ad has a very low impression rate for more than a couple of weeks, consider using keywords with more searched instead (while keeping relevancy to the topic), or remove the ad group all together if it is a too specific and rare subject.
- Compliance – In some cases, ads will not be eligible to appear in search results due to a violation of Google’s terms. For example, if you are linking the ads
to your website and it contains content about unapproved subjects (such as certain drug terms). Of course there are exceptions, as happened with one of my
clients. Their website is dedicated to help parents of children with autism find science-based info about treatments and avoid the untested or harmful ones,
and as part of that they have articles discussing the lack of effectiveness of treatments offered using drugs. If you are having a similar case, you can give Google
a call to explain the situation so they can look into it and approve your ads manually.
