Where is my ad? — training
After setting up your ad, keywords, and landing pages, you may discover you can’t find your ad where you expect to see it. Don’t worry. There are easy steps to find it, or for discovering why it isn’t displaying and resolving the issue.
After reading this training, you will understand how to:
- Verify whether your ad is receiving impressions.
- Resolve ad delivery issues at the account, campaign, ad-group, ad, and keyword levels.
Top Tip: When an ad isn’t displaying, simply increasing the keyword bid won’t solve the problem. Be sure to occasionally review best practices for improving ad copy, ad relevance, and landing page relevance.
Basics on finding your missing ad
If your ad, keywords, and landing pages meet the Bing Ads Editorial Guidelines, your ad should display soon after you submit it. If your ad adheres to the Editorial Guidelines, but you can't find your ad on websites, wait a few hours and check again, as sometimes there can be a delay. If you still don’t see your ad after a few hours, go to the following tabs to check the most common issues:
- Campaigns tab: Budget runs out too fast.
- Ad group tab: Overly restrictive targeting settings.
- Keywords tab: Bid is too low or ad is blocked by your own negative keyword.
The following sections describe troubleshooting tips for your account.
Account is not receiving impressions
If none of the campaigns in your account are receiving impressions, go to the Accounts & Billing page and view the accounts information table.
- Make sure the Status column reads, “active”. If it reads “inactive”, everything has been deleted.
- Confirm that the Financial Status column reads, “no hold”. A credit hold status means your credit card is not valid.
Campaign level checkpoints
If the ads in a specific campaign are not receiving impressions, check the delivery status of your campaign in the Delivery column of the campaign data summary table. Confirm the following:
- The campaign was not deleted. If you don’t see the campaign listed, all ad groups and ads are gone as well.
- Delivery status says “eligible”.
- The campaign is not paused. To resume a campaign, edit the row and alter the Status column from “paused” to “active”.
- The campaign has budget to spend. If not, delivery status will say “campaign out of budget” and Bing Ads will automatically pause the campaign.
Ad group level checkpoints
If you’re able to confirm all campaign level checkpoints, move to the Ad Groups tab and confirm the following:
- The date range is set to the proper dates.
- There is at least one active ad in the ad group.
- There is least one active keyword.
- The ad group is not paused.
- All ads have been submitted for review.
- The ad group has not expired.
Keyword level checkpoints
- Confirm the Delivery column does not say “negative keyword conflict”. If so, your keyword is being blocked by your own negative keyword settings elsewhere.
- Confirm that “status” is not below first page bid. If so, you need to increase your bid.
- Confirm your keyword is not “disapproved”. If so, the keyword must be modified and resubmitted, or you can ask for an exception.
Let’s take a closer look at some of the tools you can use to dig deeper into why an ad may not be displaying.
Ad Preview and Diagnostics Tool
The Ad Preview and Diagnostics Tool is a powerful tool that allows you to see which ads will be displayed on the first page for a specific keyword. In addition, the tool offers diagnostic recommendations as to why your ads are not displaying, or, if they are displaying below the first page, how to improve them so they display on the first page. Keep in mind that running this tool does not affect the impressions, click-through rates, or budget of your live campaigns.
To access the tool, click “tools” in the upper right navigation, then Ad Preview and Diagnostics Tool. Enter your keyword, select any targeting options, and then click ”preview”. If you see a message about insecure content, there’s no risk, so go ahead and choose the answer that will give you the most information. Look for your ad. If you don’t see it, and there is a message pertaining to your ad not showing, click the short summary in the Reason for Not Showing column to receive a suggested action.
If you don’t see your ad in the preview window, and you don’t see any suggested actions, your account may be inactive or paused. If you don’t see a preview of your ad and you’re sure your account is active, then the ad will most likely appear below position 9, or beyond the first page. In this case, look for any suggested actions, and review how to improve ad copy and relevance.
You can begin to resolve your ad delivery concern by examining the Impressions column in the Bing Ads data summary tables.
If your ad is not receiving impressions, the data summary tables can help pinpoint the level at which you should run a Delivery report. If your ad isn’t receiving impressions now, but you think it did in the past, select a different time period.
Running delivery reports can help you further pinpoint whether your ad has received impressions during a specific time period, and, if so, when the ad delivery issue began.
Negative Keyword Conflicts Report
If you find an ad delivery issue, sometimes it coincides with recent changes that you’ve made to your keywords and negative keywords lists, creating a conflict. Negative keyword conflicts can occur due to importing Google AdWords broad match negatives, which convert to phrase match negatives in Bing Ads, or by simply losing track of how you’ve set up phrase and exact negative keywords to work with your campaign and ad group keywords.
To avoid any keyword conflicts, it is good practice to run the Negative Keyword Conflicts report after you’ve imported or made changes to your keywords and negative keywords. This report tells you:
- Which keywords and negative keywords are in conflict.
- Whether the conflict is at the campaign or ad group level.
To run a Negative Keyword Conflict report, click ”reports” from the Report Type drop-down menu, then select ”negative keyword conflicts”. Here, you can customize your report to include either your entire account, or specific ad groups by clicking radio buttons.
If you do find a keyword conflict, removing it is simple. Just delete the negative keyword, or amend the match type it’s associated with. Discovering and removing negative keyword conflicts is critical to making sure your ads are not blocked from relevant traffic and potential conversions.
If your ad is receiving impressions
If your ad and keyword are receiving impressions but you still can’t see your ad, the problem might be that the ad has a low quality-based ad rank, or that your search query, targeting options, or browser settings don’t correspond to those you’ve set for your keyword or ad group.
Quality-based ad rank
Your quality-based ad rank determines the position of your ad on Bing. Check for your ad in both the mainline and in the right-rail. Be sure to check beyond the first page. Other ads may have a higher ad rank and display before your ad.
To improve your quality-based ad rank, increase the relevance and performance of your ads, keywords, and landing pages.
Check your search query, targeting, and browser settings
If your search ad is receiving impressions, but you still can’t find it on successive Bing search results pages, check your search query, targeting options, and browser settings.
Remember these key points when you can’t find your ad on Bing.
- Use the Ad Review and Diagnostics Tool to view your ads without affecting the impressions or click-through rates.
- Use the data summary tables and reports to determine if your ad and keyword are receiving impressions.
- Review your quality-based ad rank, keyword match and targeting options, and browser settings if your ad and keyword are receiving impressions.
- Run reports to help determine whether the problem is at the account, campaign, ad-group, ad, or keyword level if your ad and keyword aren’t receiving impressions.
- Use the delivery columns in the data summary tables to help resolve your ad delivery concerns.
Please note all features in this training may not be available in your market.