Two areas in particular that we investigate routinely are zero clicks and zero impressions.
Zero Impressions
Some keywords receive zero impressions and there can be a multitude of reasons for this, but they all have solutions. The main reasons we have found are:
Misplaced negatives – this is most common with the word “free”. For example if you sell laptops you may have added a negative for the word “free” as you don’t want to appear for searches such as “free laptops”. However as you offer free delivery you do want to appear for “laptops free delivery”. This is easily rectified with a few changes to the ad group.
No searches – the phrase you are hoping to appear may simply not be one users are searching for. This however could be simply due to seasonality and if this is the case it will change at the right time. Having lots of phrases with zero impressions can be quite normal if you have a campaign that is prepared ready for a particular event or tie of year.
Low bid – this is as simple as it sounds, if your bid is too low then your ad may not appear. The answer to this is raise the bid, however if this is the case care has to be taken as raising it too high may make the phrase impractical and mean you effective lose money.
Low quality score – if the ad and landing page are not closely related to the phrase the quality score falls and so your ranking falls. One way people use to get round this is to increase the bid amount; however this is the wrong method. Instead we look at ways of improving the ad and the landing page. This could mean changing the landing page, splitting the ad group into more focused phrases or even creating a brand new landing page specifically for that phrase or set of phrases.
Disapproved ads – ads get disapproved for a number of reasons. If Google or Bing think you have violated a trademark they will disapprove the ad, or you may have used incorrect punctuation, the wrong symbols, inadvertently used inappropriate language or something else quite simple. Most of these can be rectified by re-wording the ad.
Zero Clicks
As with zero impressions some keywords will receive zero clicks where the ad is showing but no one is clicking on it. Have you looked at your account and noticed that your ad is showing hundreds of times but no one is clicking on it? Well you are not alone. However with our PPC management we regularly check this and have found two major reasons for this:
Low position – if the ads above you look good they will be clicked on before the user scrolls down to yours. So we need to get your ad higher up the page by various means. This can include increasing the bid, changing the ad copy and increasing quality score.
Ad not relevant – your ad may simply not be relevant to the search terms it is displaying for. This mainly happens with broad match terms, for example if you have a keyword of “insurance” as a broad match (something we would never do) you would be showing for searches relating to insurance sales, insurance claims, insurance complaints and anything else with the word insurance in it. Your ad cannot be relevant to all these different searches and so the ad needs to be changes or the keyword needs to be removed.
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