As an e-commerce retailer there’s often a temptation to check whether your SEO and SEM campaigns are working by Googling yourself. However, this may harm your organic showing as well as in your paid advertising. On top of this, what you see may not be a fair reflection of how often your ads are showing. So here are a few reasons why you shouldn’t Google your own business.
Googling Yourself Can Harm Your Ad Campaigns
The key to reducing your advertising costs and increasing your returns is Ad Quality and relevancy. Whether you have Google Search or Shopping ads, the relevancy of the ad to a user is essential. A key metric Google uses to assess your Ad Quality is expected CTR%. For every search that shows your ads but doesn’t result in a click, your CTR% will be reduced. This means that searching for your ads but not clicking will impact how relevant Google thinks your ads are. This impacts your advertising in two ways:
- Your ads are not shown: The less relevant Google thinks your ads are, the more likely they are to not be shown to potential customers. This applies to your Shopping ads and your Search ads.
- Increased Cost Per Click: For every search, there is an auction that takes into account your click bid, your Ad Quality score, search context and others. If you have a lower Ad Quality score because of your CTR%, you will need a higher click bid. This means you are paying more for your clicks than you would need to with a better CTR%. Higher costs mean reduced returns and lower revenue.
To avoid increasing your ad costs, make sure you avoid Googling the keywords you’re targeting; be it your brand or products. For more information on Ad Quality and relevance read our blog on google search campaigns.
Why You Can’t See Your Ads
Another reason you shouldn’t Google your business, product or service keywords is that what you see will not be a fair reflection of how often your ads are showing. You should avoid making changes based upon what your search results look like. Let’s look at some reasons why you can’t see your ads when you Google your business or products.
The main reason you won’t see your ads when Googling your business is because of smart bidding. Whether you are using Google Smart Shopping or a smart bidding strategy such as Target ROAS, your ads will only show based upon expected performance.
To determine whether or not you are shown the ad, smart bidding takes into account your likelihood to purchase, your location, the time of day, your browsing device, whether the product or keyword is performing and more. If Google’s data suggests that you’re unlikely to purchase then you will not be shown the ad. For example, if you have been to your website many times without ever adding an item to cart, you will be statistically unlikely to make a purchase. Therefore, you may not be shown an ad and your advertising budget will be reserved for those more likely to convert.
Alongside the location targeting that occurs with Smart Bidding, your campaigns may have been set up to only show in certain areas. If you only ship to certain locations or you see better results in some areas, it often makes sense to employ location targeting. If this is the case and you are not within those locations, you will not see your ads.
You might not be seeing your Google Ads because they’re scheduled not to show. If you are using smart bidding it may be the case that the time you are searching is not conducive to conversions and as such Google has elected not to show your ads. Alongside this, whoever is managing your ads may have decided to employ ad scheduling on your campaigns. Your business may not run 24/7 7 days a week or take orders every hour of everyday and so your ads can be scheduled to not show. You can check if you have ad scheduling in use in your Google Ads settings.
You’ve Run Out Of Budget
It may sound obvious but it can sometimes be hard to identify in Google Ads. It may be the case that your daily budget has been exhausted and as such your ads aren’t showing. Unless you set up a rule to notify you of overspend, there will be no indication that you’ve run out of budget on a given day. Check what your daily budget is then check your cost for the day to see if this is the case. A reminder that Google can spend up to twice your daily budget if performance indicates that it may drive conversions.
It’s often the case that when searching for your business you might be using keywords that aren’t reflective of how the general public will search. If you sell beds it stands to reason that you might want to show for the keyword ‘beds’. However consumers don’t necessarily search that way when looking to buy a bed. You’re more likely to drive conversions with multiple longtail keywords such as “Retro Wooden Queen Bed Frames”. If you’re trying to view your Google Shopping and Search ads for a certain product, it’ll likely be the case that they won’t show unless you’re searching for long tail keywords; and that’s a good thing!
Longtail ad campaigns are easily created with the Dynamic Creative Ad Platform. If you want help understanding how longtail keywords and longtail search campaigns can help improve your advertising returns, contact us today.
Why You Should Never Google Your Business: Final Word
Your advertising is there to drive conversions. You may not see your Ads when you Google your business or products because it won’t drive conversions. Ultimately, you shouldn’t Google your own business because not only will it not be a fair reflection of how often they’re showing, but it may actually harm them from showing. If you want to see what your ads look like, you can use the Ad Preview tool under ‘planning’ in your Google Ads tools and settings. Here you can test different keywords, different locations and different devices to see what your ads may look like. Ad previews save you from harming your campaign CTR% and allow you to view unadulterated search results.