It is very nice when you leave your desk at the end of the day knowing that everything is running smoothly on your PPC campaigns. Decent number of clicks, good CTR and of course CONVERSIONS! But haven’t you come back to work after a long weekend or even the next day and found out that all of the sudden, the numbers dropped dramatically? Is it time to panic? I say no… if you know where to look for answers.
I always check first if there are any disapproved ads. There are many reasons why this could happen like trademarked terms, non working destination URLs or display URLs mismatches.
Lucky us, we have a place where we can find those disapproved ads (if any) under the “Tools section” on Google Adwords:
You will get a well detailed screen showing the disapproved ad, the campaign and ad group it belongs to and the disapproval reason. You’ll be able to identify immediately the problem and hopefully fix it.
But what if there are no disapproved ads? Well, then it is time to dig a little deeper and look at your keywords.
Google recently added the “First Page Bid Estimate” which basically tells you how much you should bid in order to be at least on position 10 on the first SERP:
If your bids are below this amount, your ads could not be shown within the first page of search results. It depends also on how many competitors are bidding on the same term. If it makes sense to your goals, you should always keep your keywords above the first page minimum bid.
By performing these two quick checks ups, you could fix the issue in no time and dedicate your time to improve that particular account.
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