To do this, you’ll want to be at the keyword level view within your Ad Words account and click on the “Details” button and then “Keyword diagnosis.” Sometimes you’ll find that negative keywords, bids that are too low or internal competition are preventing certain keywords from triggering corresponding ads.
To avoid this scenario, we’ll need to take a very close look within your search term reports and make sure that each search term corresponds with the same keyword.
One of the things I always strive to do is to get all Ad Words accounts to have at least 25 search terms (from highest impressions and down) in a row that are pulling from the exact same keyword.
What you may not know is that your shorter tail keywords could be stealing away impressions from your longer-more-specific-tail keywords.
Usually, this happens because Ad Words doesn’t know how to correlate the search term to your long-tail keyword because of the match types you’ve chosen. You don’t want your newly-created SKAGs to go to waste, right?
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