We have a few suggestions and things learned when dealing with getting your AdWords Campaign Ads to the top of the SERP and getting more relevant traffic using Google AdWords.
In your AdWords account, a very critical setting to check is to make sure you do not have any Geographic Limitations set on your account. If by mistake you do, then possibly some parts of the U.S. or the World where you want to advertise will not see your ads. Some Geographic Limitation you may need, but make sure it is not set for areas you DO want the ads to show up.
Here are a few other tips to take into consideration….
There are 3 ways to increase the AdWords traffic to your website:
1 – Increasing your max CPC (cost per click) can help your ad appear in a higher position, which generally leads to more clicks. Keeping your daily budget high can ensure you get as much traffic as possible each day. This option is the quickest and simplest way to drive more people to your website.
2 – Increase the reach of your campaign by adding more relevant keywords or removing any unnecessary geographic limitations.
3 – Make sure that your ads and keywords remain relevant, this will help you build a good Quality Score which helps you appear at a higher ad position and lowers your average price per click.
If you are unable to get your ad to the very top of the SERP page (above the organic results) for a keyword or term you are currently using, please note that ad positioning is based on two deciding factors:
1 – How relevant your ad and website are to the search terms used a.k.a. your “Quality Score”.
(AdWords estimates your Quality Score based on your keyword’s past clickthrough rate (CTR); your account history; how relevant, transparent, and easy-to-navigate your landing page is; how relevant your keyword is to your ads; and how relevant your keyword is to what a customer searches for.)
Ad position is also determined by a formula called Ad Rank, which ranks your ad based on your CPC bid and your Quality Score. So even if your competition bids more than you, you can still win a higher position at a lower price with more relevant keywords and ads.
2 – How much you are willing to pay for a click on your ad (your “max CPC bid”)
So knowing this, you may need to tweak the ad itself to climb higher in adwords, and or increase the max CPC bid.
If you still have issues with getting your ad to the top of the search engine results page, you should experiment with creating a few new ads. Try making ads with different keyword combinations that are more specific and targeted to your websites content. If one of your ads are not targeted correctly with the specific landing page it is linked to, this could be why you do not appear higher up in the results page. Rewrite the ad to become 100% relevant to the landing page it is pointed to. If the Ad is not relevant to the landing page, your competition could jump over you and actually pay less per click.
If you want to see what your current ad looks like or see where you are positioned, you can use this tool to act as if you are in the SERP (search engine results page) without accruing any false impressions. (this tool is also available in AdWords) http://adwords.google.com/d/AdPreview/