A comprehensive guide to optimizing Google Ads display and performance

In the process of placing Google ads, many advertisers may face the problem of low number of impressions. The occurrence of this situation may be related to a variety of factors and needs to be optimized accordingly. The following are the main reasons for insufficient ad display and optimization suggestions to help advertisers improve ad performance.

Reasons for insufficient ad display

1. Malware
   The presence of malicious plug-ins on a website may cause ads to be rejected. Such plugins are usually non-Google certified chat or comment plugins.

2. Ad content violates Google policies
   The title, image and content description of the advertisement must comply with Google’s advertising policies. If there is non-compliant content, the advertisement will be rejected. Especially if you use the trademarks of big brands or involve adult content.

3. Low quality score
   Quality Score is a key factor in Google ad impressions. When an ad has a lower Quality Score, it’s less likely to be shown. Therefore, it is necessary to optimize the title, content description, landing page, keyword matching, etc. of the advertisement.

4. Low keyword bid
   Keyword bids directly affect the frequency of ad display. Lower bids can make it difficult to rank higher in search results. Increasing your bid appropriately can increase exposure.

5. Low keyword search volume
   Keywords with low search volume will be difficult to trigger ad display, so it is recommended to choose keywords that are easier to search. But especially for brand keywords, search volume is likely to gradually increase as advertising is promoted.

Optimization suggestions for Google display ads

1. Bidding strategy

In the early stages of advertising, you can choose to increase conversions by “maximizing the number of conversions”. When the target conversion cost (CPA) stabilizes, use the pay-per-conversion model.

2. Budget settings

The recommended budget is 10 times your CPA. If the account does not show the reference amount for each conversion, it is recommended to run a non-intelligent display ad first so that certain data can be obtained before budgeting.

3. Effect evaluation

When the advertising effect is not good, you should check the size of the remarketing list to ensure that the list is more than 1,000 people. In the meantime, consider changing your creatives.

4. Advertisement sequence structure

It is recommended that the budget per conversion cost (CPA) be set to 10 times. For specific operations, non-intelligent display ads can be used for testing in the early stages.

5. Diverse materials

Upload different creatives, including multiple titles and descriptions, to ensure asset diversity, and review asset reports regularly to remove underperforming creatives.

6. Combining smart and non-smart display ads

Run both smart and non-smart display ads to ensure you set clear conversion goals and regularly evaluate ad performance. Data optimization can be done after the machine learning period.

Conclusion

By understanding the reasons for insufficient ad display and corresponding optimization measures, advertisers can more effectively adjust ad delivery strategies, improve ad display effects, and ultimately achieve better promotion effects and conversion rates.