Margaret O'Connor

Why You Need to Stop Searching Google for your Ad Now!

Offline marketing is notoriously difficult to measure and track which is why online marketing methods such as Google AdWords are growing more and more in popularity.

When you first sign up to traditional advertising methods, such as television, radio, and print, there is always a certain amount of satisfaction you feel when you see your ad. A smile spreads across your face as you see the result of the money you spent for the advertising as you imagine how many other people will be exposed to your ad as well (see what I did there?!). How do you measure the success of your ad beyond seeing it yourself?

Smart glasses


With online marketing methods, you can measure and track the effectiveness of each ad, and each campaign. But what happens when you go to Google your ad and you don’t see it? A frown appears across your brow and you wonder why you can’t see it. Where is it? You search again and still you can’t find it; what is going on?! I’m here to tell you exactly why this might be the case and what you could be doing to actually hurt the intentions of your AdWords campaign.

We need to sit down and have a chat…

  • Firstly, why your ads will not always show when you search for them
  • Secondly, why you shouldn’t be searching for your ads full stop (!)
  • Thirdly, what you should be doing instead.

To properly understand why your ads will not always show when you go looking for them, we need to run over some Google AdWords basics. When you start running AdWords you will probably recall some of the terms listed below. To refresh your memory…

Impressions: An impression is counted whenever your ad is shown, which happens when it is triggered by keywords.

Budget: Your maximum daily spend

Quality Score: Comes from the quality of your keywords, landing page and your ads.

Click-Through-Rate (CTR): Clicks ÷ Impressions = CTR. You want a high CTR (scored 1 – 10).

Ad Rank: This determines where your ads are located on the Search Results Page.

Ad Delivery: This setting lets Google know how quickly you want Google to use your daily budget for each day. This will affect when your ad is shown during any particular day. This is calculated using our Quality Score and bidding amount. It is constantly recalculated every time your ad receives an impression.

Cost-Per Click (CPC) OR Pay-Per-Click (PPC): what you pay when someone clicks on your ad. You will set a maximum cost you are prepared to pay if someone clicks on your ad, all within your daily budget spend.

If your ad acquires impressions but no clicks (which is what occurs when you search for your ads) Google will give your ad a lower Click-Through-Rate. A low CTR affects your Quality Score, which in turn tells Google your ad is not relevant because even though it is being triggered by your chosen keywords, it is not being clicked on.

Google remembers what keywords have been used in a search and if a user is not clicking on the particular ads, Google will deem that the ads are not relevant to the user and will discontinue showing the ads, even if they are still using the same keywords. This is why you should not be searching for your own ads!

There is a tool which Google provides AdWords users so you can check your ads to see the number of impressions they are receiving. It’s called the ‘Ad Preview and Diagnosis’ Tool and you can use it in the same way you would use the Search Bar in Google. It will not impact on the number of impressions your ad accrues. As tempting as it may feel to check out your ad, you really must not mess with the data which is what happens every time you do search for your ad.

Of course, if you need any of the above to be explained further or verified, give your Account Driver a buzz on 1300 332 256 and they will be more than happy to explain. Or, visit our website. In fact, not Googling your ads is something they want to encourage!

Recent Posts


Google Swaps Voice Search On Android

What if you could have your own talking AI without needing to be a billionaire? How much easier would life be for us? And, how much harder would it be for marketers to reach you beyond your AI assistant?

These days, it looks as if AI technology is developing at a rapid pace. What’s more, it also seems that that development is getting an even stronger focus, particularly at Google.

What’s happening at Google?

Changes are happening to voice search on your Android mobile devices. What was once merely a voice-activated search engine is now evolving into AI as Google swaps out its old voice search on Android devices for Google Assistant.

This change hasn’t been rolled out on all devices yet. However, Google did announce a while back that Assistant now resides in at least one billion devices.

For those who’ve noticed the change in the home page of their android phones, the conventional blue and red mic has been swapped out. However, on Chrome for Android, the Google app, and on the Chrome browser for iOS, the mic still seems to be the predominant search tool.

How does this affect SEO and SEM?

One of the main differences between the old voice search and Google Assistant is the type of information provided. Unlike voice search, which usually only provides a list of links and search results, Google Assistant “answers” your queries directly, without needing to provide you with a list of links.

What this means is that it’s a possibility that less traffic will be coming in through mobile searches. Earlier this year, Google also began testing placing ads within the Google Assistant platform, which could mean another channel through which marketers can now source their ads. (as well as yet another revenue channel for Google).

Does this mean that even organic search is going the way of paid advertising? It’s a possibility for mobile devices, as voice assistants like Amazon’s Alexa and Google Assistant continue to grow more advanced each day.

Adobe recently conducted a survey that concluded that 48% of consumers are currently using voice for “general web searches”. These, of course, don’t cover more in-depth content and research related to searches. But if AI is going to be on the forefront of development, then we can expect the number of voice searches to rise in due time, especially as Google Assistant’s set of skills are improving to the point that you can now book a ride and buy movie tickets through Assistant.

So what do we do now?

Should you start thinking about how to optimise your content for voice search? Should you start putting out audio content that users can easily consume and digest? Well, that’s one possible response for this change in organic and paid search.

Author, speaker, and known marketing expert, Seth Godin, once commented that podcasting is the new blogging. In fact, according to some of the statistics collated by, “51% (144 million) of the US population has listened to a podcast – up from 44% in 2018 (Infinite Dial 19)”. In other words, audio content is gaining ground in informational content.

Google’s John Mueller gave some tips on how to optimise for voice search, detailing what kinds of content fit and didn’t fit voice search optimisation.

One thing he recommended was to start thinking in terms of audio and voice search itself. What does your content sound like when it’s read aloud? How is your content structured and organised? How are the words on the page structured?

In other words, try to start thinking in terms of voice snippets. Think in terms of Q&A’s, and give a direct answer to any questions that potential readers may ask, and make those Q&A snippets obvious in the way your content is structured.

Remember these two things:

1. Structure your content so that it’s easy for voice search to answer queries using the information that you’ve given. Turn your titles or headers into frequently asked questions, and provide the answer in the first paragraph. 

2. Make sure that your content sounds good and cohesive when reading aloud. Try to keep things sounding conversational as much as possible. 

AI Assistants are on the rise, and it might be a good idea to start optimising your content for their eventual takeover.

Read More


Content Curation Tools For Every Skill Level

As with every piece of content that you write, the content you curate must have value. I’m sure we’ve all, at one stage, thought that there has to be an easier way to collecting links and images that may, someday, prove valuable to us. Well there is, and for each skill level, so every marketer should make use of these content curation tools because they will make your brand/business/company more trusted and reputable.

Read More