I recently spent time with our sales folks in our UK office. (I have to digress just for a second and say that traveling business class for the first time was buck!) There were a lot of presentations about lead intelligence, the status of our conversion rates, etc. However, the most intriguing questions to them were pretty much the same ones our sales folks in the US asked.
1. Why doesn't our ads show up in Google when I do a search?
2. If I do a search in the UK, do the results show up the same as if I searched in the States?
If you're on the hook for Adwords, you probably hear these two questions raised all the time. It should be one that is easily answered, but let's give it some more color.
For question #1, the most common symptom is that you run out of budget. Each campaign is set to a daily budget. Within the campaign are ad groups which contain one or more ads (the results you see), and ad groups are associated to keywords that trigger the ad to show. Structurally:
Campaign Name
Ad Group 1
Ad 1
Keywords for Ad 1
Ad 2
Keywords for Ad 2
To diagnose, look into the Settings for the Campaign and see what the daily budget amount is set to. Also, check to see if the ads are running at all times meaning a 24 hour period. If so, it might be best to cut down on the times where your ad is not performing well to maximize the most efficient use of budget and conversions. We call this day-parting. It's also important to see if the ads are set to run evenly or accelerated. Accelerated would run through impressions and clicks fairly quickly as well and blow the budget.
Within the campaign look for keywords that are sucking you dry...i.e lots of expensive clicks but low conversions. See if it makes sense to find ways to cut down on spend for these to save on the budget as a whole.
For question #2, the short answer is it depends. It depends on whether or not the country in question is targeted for the campaign. We call this geo-targeting. It's helpful to check the Google Preview Tool to run both the search term on the domain in question.
