Not getting any impressions on your Google or Microsoft Ads even though they are approved?
This can be an incredibly frustrating feeling and in this post I’m going to go over the 5 possible reasons why your ad may be approved but you’re still seeing 0 impressions.
Let’s start with the first reason for why you’re getting 0 impressions on your Google or Microsoft Ads.
Reason #1: Your keywords are too long-tail
Long-tail keywords are great – they are keywords with strings of 3+ words that laser-target your audience. For example rather than using the keyword “lose weight”, you can get more specific and target “lose belly fat”.
The issue with this is if you start using keywords that are TOO long-tail to the point that there simply isn’t enough search volume for them.
Always use the keyword planner to check the estimated search volume of any given keywords, and try to strike a balance between highly-targeted long-tail keywords and super long-tail keywords that no one is searching for.
For example the keyword “lose belly fat without exercising” is long-tail and has some search volume, whereas the keyword “lose belly fat today without exercising” doesn’t have any search volume.
Reason #2: Your keywords are too restrictive
Just like reason #1, restrictive keywords are good, ie. exact or phrase match types. They allow you to be more specific with who you want to target.
The issue again arises that the search volume for exact match keywords is much lower than for broad or phrase – so use exact only after doing proper research and knowing that there is search volume for the specific keywords.
For example [lose belly fat] is a great exact match keyword, but it’ll get far less impressions than: lose belly fat as a broad match keyword.
Let’s move on to reason #3 for why you might be getting 0 impressions on your Google or Microsoft Ads.
Reason #3: You don’t have enough keywords
This generally goes in conjunction with the previous 2 reasons.
Meaning if you only have 1 exact long-tail keyword… you’re not likely to gain any impressions.
So if you do decide to go with long-tail exact match keywords, make sure to add many of them so that the low search volume for each individual keyword is offset by the number of keywords that you have.
For example you have more chances of gaining impressions and clicks with 3 weight-loss related keywords such as [lose belly fat], [lose stomach fat], and [remove belly fat] than you would with a single keyword [lose belly fat] for example.
Reason #4: Your bid (and budget) is too low
I’m assuming your budget isn’t $1 a day or something super low like that… because then it’s quite obvious why you’re not getting many impressions.
So it’s possible that you’re getting 0 impressions simply because you’re not willing to pay enough per click.
Just because you see the Google/Microsoft Ads keyword planners give you a CPC number, or because you see others pay a certain amount per click, does NOT mean that this is how much you will be paying.
The keyword planners generally give you ballpark estimates of costs per click, not exact numbers.
And if you see others paying a certain amount per click, then if you start adding the same keywords they are, the cost per click will naturally go up.
So my advice would be to start with a low bid, and if you’re not seeing the number of clicks or impressions that you would like, then up the bid.
Reason #5: Your campaign or account is under review
It’s normal for new campaigns/ads to go under review.
It’s also normal for new accounts to go under review.
But if you find that your account is not new, and your campaign is approved, then it’s likely that your entire account is under review.
Glance through the other 4 reasons mentioned before and see if any apply to you. If not, then contact support and ask them “is my account under review?”.
If yes, then don’t do anything and wait for the review to be over. Only then make the changes based on the previous 4 reasons.
If your account isn’t under review, then you should go through the other 4 reasons and work on them.
And these are the 5 reasons for why you might be getting 0 impressions for your Google/Microsoft Ads!