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Why your ads may disappear, and how to give them more time in the spotlight
You’ve probably felt a certain thump of pride when you do a search on your product and see your ad pop up in the Sponsored Results.
But at other times, you might have experienced a “where did it go?” moment. This occurs when your ad is nowhere to be found, and yet you know there’s still money in your budget. One answer to the question might be what we refer to as “budget smoothing.”
Here’s what’s going on: Our system is designed to check your click charges to see how close you are to your spending limit, and adjusts the display of your ads to ration your spending throughout the day. That way, your whole budget isn’t blown in the first few hours that the ad is online.
A good comparison is a marathon runner. If she uses all of her energy by sprinting full speed from the get-go, she’ll quickly run out of gas and never make it to the finish line. We want to help you keep your ads available around the clock for searchers to find, no matter whether they’re jumping on the web before they go to work, during the day, or in the wee hours of the night. So we developed a way to pace those ads like a marathon runner, without you having to use one extra ounce of energy to get the most out of your budget.
How to Compete With the Big Boys
If your ads are not being displayed as often as you like, it may be time to take a look at how your spending limits and bids are set. To help get your ads displayed more often, consider increasing your spending limits. If that’s not possible, there are ways to work within your means and still compete with the deep-pocket competition.
While you may not have the advertising budget to maintain round-the-clock ads in top positions, there are ways to help get your ads in front of searcher eyes more often at lower cost. First, go for specifics. Consider selecting keywords that have lower minimum bids and are targeted for a specific service or product that a searcher may specifically type in. Not only are these “tail” terms likely to be more affordable than general terms, they are less liable to blow your budget.
With a few smooth moves of your own, you can keep your ads online and break the tape at the marathon finish line—without breaking the bank.
— Kastle Waserman, Communications Manager, Yahoo SM
Photo courtesy of Shannon Bullard, Go Boston Card Blog