Troubleshooting Guide: How to Fix No Impressions Issue in Google Display Ads

Troubleshooting Guide How to Fix No Impressions Issue in Google Display Ads

Experiencing low or no impressions with your Google Display Ads? You’re not alone; it’s a common issue plaguing digital marketers and advertisers worldwide. This compelling blog post will delve into the root causes of this problem, including account issues, targeting mistakes, poor bidding strategies, and more.

We’ll also provide actionable troubleshooting techniques to help increase your impression share. So why wait any longer? Let’s step up your advertising game today!

Key Takeaways

  1. Impression share is a crucial metric in Google Display Ads that measures the percentage of impressions your ad receives compared to the total number it could potentially get.
  2. Common reasons for no impressions in Google Display Ads include payment issues, bidding strategy problems, low keyword search volume, paused or disapproved ads, scheduling or targeting mistakes, negative keywords impacting active keywords, and negative bid adjustments.
  3. Troubleshooting techniques for increasing impression share include addressing payment issues, optimizing bidding strategies based on competitor analysis and performance data, expanding keyword selection for higher search volumes, ensuring active and compliant ads, correcting scheduling and targeting mistakes, managing negative keywords carefully to avoid blocking relevant searches and adjusting negative bid adjustments appropriately.
  4. Performance issues such as poorly optimized ad copy, lack of focus in ad groups, irrelevant landing pages and low click-through rates can also impact impression share in Google Display Ads.

Understanding Impression Share in Google Display Ads

Impression Share in Google Display Ads is a metric that helps advertisers understand the percentage of impressions their ads received out of the total number of eligible impressions they could have potentially received.

What is Impression Share?

Impression Share is an insightful measurement utilized in Google Display Ads, reflecting the percentage of impressions your ad receives compared to the total number of impressions it could potentially get.

For instance, if there were 100 opportunities for your ad to appear (based on chosen keywords or set targeting), and your ad was displayed 85 times, you’d have an Impression Share of 85%.

It indicates how effectively your ads are performing within the boundaries defined by your campaign settings and bid strategy. Monitoring it helps advertisers to identify gaps in their campaigns and rectify them for better visibility across the platform.

Different Types of Impression Share in Google Ads

Impression share in Google Ads can be measured in different ways, depending on the specific metrics you want to analyze. Here are the various types of impression share in Google Ads:

  1. Search Impression Share: This measures the percentage of impressions your ads receive compared to the total number of impressions they were eligible to receive on the search network.
  2. Display Impression Share: This calculates the percentage of impressions your ads receive compared to the total number of impressions they were eligible to receive on the display network.
  3. Search Lost IS (Rank): This indicates the percentage of potential impressions lost due to ad rank being too low on the search network.
  4. Search Lost IS (Budget): This reflects the percentage of potential impressions lost due to insufficient budget on the search network.
  5. Display Lost IS (Rank): This shows the percentage of potential impressions lost due to ad rank being too low on the display network.
  6. Display Lost IS (Budget): This represents the percentage of potential impressions lost due to insufficient budget on the display network.

How to Calculate Google Ads Impression Share

To calculate your Google Ads impression share, follow these steps:

  1. Determine the total number of impressions your ads have received over a specific time period.
  2. Identify the number of impressions you were eligible to receive during that same time period. This is based on factors such as budget, bids, targeting settings, and ad quality.
  3. Divide the number of eligible impressions by the total number of impressions received.
  4. Multiply the result by 100 to get the impression share percentage.
  1. 833 x 100 = 83.3%

Common Reasons for Google Display Ads Not Getting Impressions

There are several common reasons why Google Display Ads may not be getting impressions, such as payment issues, bidding strategy problems, low keyword search volume, paused or disapproved ads, scheduling or targeting mistakes, negative keywords impacting active keywords, and negative bid adjustments.

Payment Issues

One common reason why your Google Display Ads may not be getting impressions is due to payment issues. If there is a problem with your billing information or if the payment fails, it can prevent your ads from being displayed.

It’s crucial to double-check and ensure that your billing details are correct to avoid any disruptions in ad visibility. By addressing these payment problems, you can help troubleshoot and resolve the issue of no impressions in your Google Display Ads campaign.

Bidding Strategy

To increase the impressions of your Google Display Ads, it’s crucial to have a well-defined bidding strategy. The bid you set plays a significant role in determining the visibility and frequency of your ads.

If you’re not getting enough impressions, it could be because your bids are too low or too high compared to the competition.

Setting a higher bid might increase ad visibility and improve impression share, but it can also lead to higher costs. On the other hand, setting bids that are too low may limit ad exposure and hinder impressions.

Finding the right balance is key.

An effective approach is to analyze your competitors’ bids using tools like Auction Insights in Google Ads. This allows you to identify where your bids stand relative to others in the auction.

Low Keyword Search Volume

Low keyword search volume is another common reason why Google Display Ads may not be getting impressions. When there are too few people searching for the keywords you have targeted, it can result in limited visibility and fewer opportunities for your ads to be shown.

This means that even if your ad is well-designed and your bidding strategy is optimized, it may still struggle to generate impressions simply because there aren’t enough searches related to those specific keywords.

To address this issue, consider expanding your keyword selection by including more relevant and frequently searched terms. By targeting keywords with higher search volumes, you can increase the chances of your ads being displayed and reaching a wider audience.

Ad Paused, Removed, or Disapproved

One common reason for Google Display Ads not getting impressions is when the ads have been paused, removed, or disapproved. This can happen if there are policy violations with the ad content or if the ads were manually stopped by the advertiser.

It’s essential to regularly check your ad status to ensure they are active and compliant with Google’s advertising policies. By resolving any issues with disapproved or paused ads, you can ensure that your ads are eligible to be shown and increase your chances of getting impressions for your campaigns.

Scheduling or Targeting Mistakes

Incorrect scheduling or targeting settings can significantly impact the number of impressions your Google Display Ads receive. Here are some common scheduling and targeting mistakes to avoid:

  1. Setting the wrong ad schedule: If your ads are not showing, double-check your ad schedule to ensure that it aligns with your target audience’s online activity. You may need to adjust the days and times when your ads are active.
  2. Overlooking location targeting: Make sure you have accurately defined the geographic areas where you want your ads to appear. Incorrectly targeted locations can limit impressions and waste advertising spend.
  3. Ignoring device preferences: Check if you have excluded specific devices or operating systems from displaying your ads. By limiting device targeting too much, you may miss out on potential impressions.
  4. Ineffective audience targeting: Review the audience settings for your display campaigns. Ensure that the selected demographics, interests, and remarketing lists align with your campaign goals and target audience.
  5. Excessive use of exclusions: While negative keywords and exclusions help refine ad targeting, excessive use can inadvertently restrict impressions by excluding relevant audiences and placements.
  6. Poor contextual targeting: Improper use of keywords or topics for contextual targeting can result in limited impressions or irrelevant ad placements. Regularly review and refine your keyword lists to improve contextual targeting accuracy.

Negative Keywords Impacting Active Keywords

Negative keywords can have a significant impact on the performance of your Google Display Ads. These are specific keywords that you designate to prevent your ads from showing when those terms are searched for.

However, if you’re not careful with your negative keyword selection, it’s possible that they could also be preventing your active and relevant keywords from triggering impressions.

For example, let’s say you’re running a campaign for “running shoes,” but you’ve added “used” as a negative keyword to avoid showing ads for used running shoes. While this may seem sensible at first, it could inadvertently block your ads from being displayed when users search for “new running shoes.” It is crucial to regularly review and refine your list of negative keywords to ensure they aren’t negatively impacting the visibility of your active keywords.

Negative Bid Adjustments

Negative bid adjustments can have a significant impact on the impression share of your Google Display Ads. When you set negative bid adjustments for certain criteria, such as specific locations or devices, it reduces the likelihood of your ads being shown to users who meet those criteria.

This can result in decreased impressions and potentially limit the reach of your campaign. It’s important to regularly review your bid adjustments and consider whether they are necessary or if they may be inadvertently hindering ad performance.

Adjusting negative bid adjustments appropriately can help increase impression share and improve overall ad visibility.

Performance Issues that Affect Impression Share

Poorly optimized ad copy, lack of focus in the ad group, irrelevant landing pages, and low click-through rates can all impact impression share in Google Display Ads.

Lack of Focus in Ad Group

One common reason why Google Display Ads may not be getting impressions is a lack of focus in the ad group. When ad groups contain a mix of unrelated keywords and targeting options, it can make it difficult for your ads to appear on relevant websites or reach your target audience effectively.

This lack of focus can lead to lower impression share and fewer opportunities for your ads to be seen by potential customers. To address this issue, ensure that each ad group has a clear theme or topic and includes keywords and targeting options that are closely related.

By organizing your ad groups with a specific focus, you can improve the relevance of your ads and increase the likelihood of impressions.

Poorly Optimized Ad Copy

One important factor that can negatively impact impressions in Google Display Ads is poorly optimized ad copy. When your ads are not effectively tailored to your target audience, they may fail to capture their attention and compel them to click.

This can result in low click-through rates and limited impressions.

To improve the optimization of your ad copy, it’s crucial to understand who you are targeting and what messaging will resonate with them. Take the time to research your audience demographics, interests, and behaviors so that you can create compelling and relevant ads.

Additionally, make sure that your headlines are attention-grabbing and include keywords that align with the intent of your target audience. Use clear, concise language and emphasize any unique selling points or offers you have.

Irrelevant Landing Page

Having an irrelevant landing page can seriously impact the impression share of your Google Display Ads. When users click on your ad and are directed to a landing page that doesn’t align with their expectations, they are more likely to bounce back, resulting in fewer impressions.

It is crucial to ensure that your landing page provides a seamless and relevant user experience by delivering on the promises made in your ad copy. By optimizing your landing page content and design to match the intent of your target audience, you can effectively increase impressions and improve overall campaign performance.

Low Click-Through Rate

A low click-through rate (CTR) is often a major culprit behind the lack of impressions in Google Display Ads. When your ads aren’t compelling enough to entice users to click on them, they won’t receive the exposure they need.

A low CTR indicates that your ad copy or design may not be resonating with your target audience.

To improve your CTR and increase impressions, it’s crucial to optimize your ad content. Consider revising and testing different headlines, descriptions, and calls-to-action to make them more engaging and relevant.

Experiment with different visuals or graphics that catch users’ attention.

Additionally, ensure that you are targeting the right keywords for better ad performance. Select keywords that align closely with what customers are searching for so that your ads can be displayed in front of interested audiences.

Troubleshooting Techniques to Increase Impression Share

Increase your ad’s visibility and improve impression share with these troubleshooting techniques. From optimizing bids to enhancing ad copy, find out how you can fix the no impressions issue in Google Display Ads.

Read on for valuable tips and strategies to boost your ad performance.

Improve Bidding Strategy

To increase your impression share in Google Display Ads, it’s important to improve your bidding strategy. Here are some effective techniques to consider:

  1. Research Competitor Bids: Analyze the bids of competitors targeting similar audiences or keywords. This can give you insights into bid ranges and help you adjust your own bidding strategy accordingly.
  2. Increase Bid Amounts: Try increasing your bid amounts for keywords that have a low impression share. A higher bid can potentially improve ad visibility and increase the likelihood of impressions.
  3. Utilize Enhanced CPC (ECPC): Enable ECPC, which automatically adjusts your bids based on historical data to maximize conversions. This feature can optimize your bidding strategy and improve impression share.
  4. Set Bid Adjustments: Use bid adjustments to target specific locations, devices, or times of day when your ads are more likely to perform well. This allows you to allocate your budget more effectively.
  5. Monitor Auction Insights: Keep an eye on auction insights within Google Ads to see how often you’re appearing in auctions compared to other advertisers. If you’re consistently losing out, consider adjusting your bidding strategy accordingly.

Optimize Keyword Selection

To increase your ad impressions in Google Display Ads, it’s crucial to optimize your keyword selection. Here are some key steps to follow:

  1. Conduct thorough keyword research: Use tools like Google Keyword Planner or SEMrush to identify relevant keywords with high search volume. Consider both broad and specific keywords that align with your target audience.
  2. Refine your keyword list: Remove any irrelevant or low-performing keywords from your campaign. Focus on the ones that have the potential to drive higher impressions and engagement.
  3. Use match types strategically: Experiment with different match types (broad, phrase, exact) to find the right balance between reach and precision. Broad match can help you capture a wider audience, while exact match ensures your ads appear only for specific queries.
  4. Monitor search terms report: Regularly review the search terms report in Google Ads to identify new keyword opportunities or negative keywords that are impacting impression share negatively.
  5. Leverage negative keywords: Add negative keywords that are not relevant to your campaign goals to filter out irrelevant searches and improve ad targeting.
  6. Test different keyword combinations: Try combining different keywords in ad groups or using dynamic keyword insertion (DKI) to make your ads more relevant and personalized.
  7. Optimize landing page experience: Ensure that the landing page you direct users to is highly relevant and provides valuable information related to their search query. This can help improve quality score and increase impressions.
  8. Monitor performance metrics: Keep an eye on key performance indicators like click-through rate (CTR), average position, and impression share for each keyword group or ad group. Identify underperforming areas and make necessary adjustments.

Enhance Ad Copy and Design

To increase impression share in Google Display Ads, it is crucial to enhance the ad copy and design. Here are some techniques to improve the effectiveness of your ads:

  1. Craft Compelling Headlines: Create attention-grabbing headlines that highlight the value proposition of your product or service. Use strong, persuasive language to entice users to click on your ad.
  2. Focus on Benefit-Oriented Messaging: Clearly communicate the benefits that users can expect when they engage with your business. Highlight specific solutions or advantages that set you apart from competitors.
  3. Utilize Captivating Visuals: Choose high-quality images or graphics that capture the attention of your target audience. Ensure that visuals are relevant to the message and create a positive brand image.
  4. Implement Clear Call-to-Actions (CTAs): Incorporate strong CTAs that prompt users to take action, such as “Shop Now,” “Learn More,” or “Sign Up Today.” Make sure they stand out and are easily clickable.
  5. Optimize for Mobile Devices: With the majority of internet browsing happening on mobile devices, it’s essential to ensure your ad copy and design are optimized for mobile displays. Keep text concise and easily readable on smaller screens.
  6. Test Different Ad Variations: Experiment with different variations of ad copy and designs to see what resonates best with your target audience. A/B testing can help you identify which elements drive more impressions and engagement.
  7. Consider Responsive Display Ads: Utilize Google’s responsive display ads feature, which dynamically adjusts content based on available ad space and user preferences. This can increase your reach across various placements.

Improve Landing Page Relevance

To increase impression share in Google Display Ads, it’s crucial to improve the relevance of your landing pages. Here are some techniques to enhance landing page relevance:

  • Optimize landing page content and keywords to align with your ad copy and target audience.
  • Create specific landing pages tailored to different ad groups or campaigns to maximize relevancy.
  • Ensure that the headline and main message on your landing page are consistent with your ad messaging.
  • Use clear and compelling calls-to-action on your landing pages to encourage users to take the desired action.
  • Improve loading speed of your landing pages as slow load times can negatively impact user experience and ad performance.
  • Make sure that the design and layout of your landing pages are visually appealing, easy to navigate, and mobile-friendly.
  • Conduct regular A/B testing on different versions of your landing page elements (such as headlines, images, colors) to determine what resonates best with your target audience.

Increase Click-Through Rate

To increase click-through rate (CTR) and improve your Google Display Ads’ impression share, follow these techniques:

  1. Craft Compelling Ad Copy: Write attention-grabbing headlines and persuasive call-to-actions to entice users to click on your ads.
  2. Utilize Relevant Images: Use visually appealing and relevant images that catch the audience’s attention and align with your ad messaging.
  3. Test Different Ad Formats: Experiment with various ad formats, such as responsive display ads, image ads, or animated ads, to see which ones generate higher CTRs.
  4. Optimize Ad Placement: Analyze your ad placements and adjust bids accordingly to focus on higher-performing placements that drive more clicks.
  5. Implement Ad Extensions: Take advantage of ad extensions like sitelink extensions or call extensions to provide additional information and make your ads more compelling.
  6. Fine-tune Targeting Options: Refine your targeting settings by specifying demographics, interests, or remarketing lists. By reaching the right audience, you can increase the chances of getting more clicks.
  7. Conduct A/B Testing: Test different variations of your ads (e.g., headlines, images, text) to identify which combinations perform best in terms of CTR and make data-driven decisions for optimization.
  8. Improve Landing Page Experience: Ensure that the landing page experience is seamless and relevant to the ad copy. Optimize loading speed, mobile responsiveness, and overall usability for a better user journey from ad click to conversion.
  9. Use Call-to-Action Buttons: Incorporate clear call-to-action buttons in your display ads to encourage users to take action immediately.
  10. Monitor Performance Metrics: Keep a close eye on key performance indicators (KPIs) like CTR, conversions, bounce rate, and engagement metrics. Regularly analyze data insights to identify areas for improvement and refine your approach accordingly.


In conclusion, troubleshooting the no impressions issue in Google Display Ads requires a systematic approach. By addressing payment issues, optimizing bidding strategies, improving keyword selection and ad copy, and enhancing landing page relevance and click-through rate, advertisers can increase their impression share and drive more traffic to their campaigns.

It’s important to regularly monitor and fine-tune these factors to ensure optimal performance and maximize the effectiveness of your display ads in reaching your target audience. With a strategic mindset and careful attention to detail, you can overcome the no impressions issue and achieve success with your Google Display Ads campaigns.


1. What could be causing my Google Display Ads to have no impressions?

There are several potential reasons for your Google Display Ads not receiving any impressions. Some possible causes include targeting settings that are too narrow, bidding too low, limited ad inventory, or issues with the ad creative itself.

2. How can I troubleshoot and fix the “no impressions” issue in my Google Display Ads?

To troubleshoot and resolve the “no impressions” issue in your Google Display Ads, you can start by reviewing your targeting settings and adjusting them if necessary. Additionally, consider increasing your bids to ensure competitive visibility and make sure there is sufficient ad inventory available for your targeted audience. It’s also important to review and optimize your ad creative to improve its relevance and engagement.

3. Are there any common mistakes that could lead to no impressions in Google Display Ads?

Yes, some common mistakes that can result in no impressions for your Google Display Ads include using incorrect targeting options, setting bids too low compared to competition, having restrictive content exclusions that limit reach unnecessarily, or having poor quality ad creative that fails to capture attention or align with audience interests.

4. Should I seek professional help if I am unable to fix the “no impressions” issue myself?

If you have tried troubleshooting on your own without success in resolving the “no impressions” issue with your Google Display Ads, seeking professional help from a digital marketing agency or an experienced consultant would be advisable. They can provide expert insights and solutions tailored specifically to address the problem effectively and efficiently.

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