I have read in some threads here some advertisers are concerned about ads not being shown, I have that same concern to. When I e-mailed that msn support about this they said one of the factor an ad is not shown often is because of low ctr or no ctr for that ad.
My question now is this how will I increase my ctr in msn? Here is the problem I see it ctr will not increase unless an ad is clicked but how will that happen if the ad is not shown.
If you ad is not getting any clicks then the next thing to check is whether your keywords are getting any impressions. We have had many problems with ads not showing at all so if this is the case then the search words may need changing... However, if the keywords have been getting traffic from other sites then contact them MSN. If your ads are actually getting impressions but you are not having joy with clicks then I would strongly advise you to increase your CPC on each keyword. We have had to do this and have found that in some areas MSN is more expensive than Google!.
Increasing the clicks will then give your ads some data and then give the opportunity for the ad to build a quality score. Once you have a good CTR and high QS you will then be able to reduce the CPC price.