Most Adwords advertisers, and folks in PPC management generally, will encounter some kind of “odd behaviors” in Google. Despite what seems strange on the surface, there is usually a reason why thing happen as they do.
Recently in the Google Partners Community agencies were sharing “war stories” of clients who sounded emergency alarms because they did not see their ads running!
What’s worse is the agencies would look and see that things were functioning correctly, but the businesses would get increasingly panicked because whatever the agencies were SAYING, the ads were NOT THERE!!! Is my Adwords consultant lying? Incompetent? Is there something broken with Adwords?
Take a breath. It’s probably OK.
This post explains the most common reason for ads not showing when you search. I hope this reassures you if your ads are not showing, and can serve as a tool for agencies to communicate what’s going on. Sometimes it’s nice to have an outside expert reinforce what you’re saying. So here is a summary of the key points. Please give me feedback if it’s useful or if you have ideas on how to improve it.