If your Display campaign isn't performing as expected, it may be due to specific problems with your ads, bidding, targeting, conversion tracking, remarketing setup, or campaign settings.

To troubleshoot these issues, try the following:

• Use the Why you may not see your ad troubleshooter to get a list of reasons why you might not see your ad, along with the steps to fix the problem.
• Consult our list of the most common issues, and how to fix them, at the bottom of this article.
• Use the tools in Google Ads to find and fix the issues. Instructions on how to use the different tools are in the Troubleshooting your Display campaign section below.
  • The old AdWords experience uses tools such as the setup health dashboard and the tag validator.
  • The new Google Ads experience uses Status review and Audience manager.

Troubleshooting your Display campaign

1. Click on the Display Network tab at the top of the page.
2. Check to the right of the performance chart’s tabs to see if there are any issues.
3. Click on the link in the issue alert to see more information.
4. To troubleshoot these issues at the campaign or account level, click the View all button.
   • For ad groups, you can click the Fix it button.

When you click the link, you'll see descriptions of any issues that came up when running your ads. These can be related to ads, targeting, bidding, budget, or your remarketing and conversion tracking tags. 

To see how to troubleshoot these issues at the campaign or account level, click the View all button. For ad groups, you can click the Fix it button.  

Other tag reporting places in AdWords

There are two places in AdWords where you can see if your remarketing tag is working. The first is in the overview page where you can see health status notifications, and the second is by using the remarketing tag validator found within the "Shared library" through the "Audiences" page.

The remarketing tag validator can sometimes show different information than what's in the dashboard, but they both show issue alerts. One of the reasons they might show different alerts is because of the varying time windows in which they collect data from your website.

Common issues for Display campaigns

Ads not showing

Why this is important 

Keeping your ads running is one of the most important aspects of a successful campaign. To walk through each potential issue one by one, try the troubleshooting exercise Why you may not see your ad. 

Common alerts for issues that prevent ads from showing

Incompatible targeting and ads

The old AdWords experience doesn't allow certain types of targeting combinations on the Display Network. If your ads are set up with targeting that isn't compatible, your ads may not run, causing an alert in the dashboard. Some of them aren't obvious, so the dashboard is a great place to make sure your campaign targeting is able to work. 

Why this is important

When your ads and targeting don't work together, you may not reach your potential customers. Sometimes, ad types aren't meant to be used with specific targeting methods, and if that's the only ad type or targeting method in your ad group or campaign, your ads won't be able to run at all.

Please note that if you switch to the new Google Ads experience, any incompatible targeting set up in the old AdWords experience will carry over and still require troubleshooting.

Common alerts for incompatible targeting and ads

• Gmail ads aren't compatible with custom affinity audiences.
• Only Gmail ads in a Gmail campaign subtype are eligible to show with remarketing lists or similar audiences. Other campaign types will not be eligible to run Gmail ads with remarketing lists or similar audiences.
• Gmail ads can only run on mail.google.com. Learn more.
• Non-Gmail ads can’t run on mail.google.com.
• Customer Match for Display can only run with Gmail ads.

Remarketing tags and feeds

The dashboard can also show if there are any critical issues with your remarketing tag, including custom parameters, or with feeds connected through "Business data" or a Merchant Center account. These are used with your remarketing lists to create dynamic display ads.

Why this is important

If your tag isn't working, then your remarketing lists may not populate, and you won't be able to use these lists for targeting. If the list membership is too low, your ads may not be able to show for privacy reasons.

For dynamic remarketing, tag parameters such as product IDs also help identify which products users viewed. If there are issues with the parameters, the dynamic ads may show less relevant products.

If the number of eligible items in your feed has dropped, or some items have been disapproved, then your dynamic ads won't be able to show relevant products to potential customers. 

Commons alerts for Remarketing tags and feeds

* Nguồn: Google