If you buy advertising through Google AdWords, you may have noticed that the average position your account shows for a particular keyword doesn't match what you see on the screen when you search for your keyword. In fact if you search for your keyword very often, the position you see your ad occupying may be two or three spots lower than the average position Google shows - or you may not see your ad at all.

The reason: If you search for one of your keywords a number of times without clicking on your ad, Google's algorithm assumes you already saw the ad and weren't interested in it, and therefore moves it further down the list of ad results the next time you search.

To solve the problem, use the Google AdWords Preview Tool. The tool shows you what position your ad shows up in without counting the ad view as an impression. (In fact, the tool shows you a picture of your ad, and the link is unclickable.) It also shows you where your ad shows up if you were searching for the keyword from a different geographic location (i.e., what people in California see compared to what people in Pennsylvania see.)

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