Make sure you follow the instructions carefully in the documentation found at:
https://developers.google.com/maps/documentation/android/start#obtain_a_google_maps_api_key
As of the new ADT you should see an error message in the logcat viewer which gives you explicit instructions such as where to go, what to enable and the details you need to paste into the android fingerprint and app details. See below;

A few Gochas;
Enable BOTH Google Maps Android API v2 AND Google Play Android Developer API in the developer console! This got me :)
Make sure you are using the correct keystore to find the SHA1 hash
(this can be found by going to
window->preferences->android->build and look for SHA1) This will differ from your production keystore! Otherwise you can use keytool -list -v -keystore YOURKEYSTORE.keystore -alias YOURALIAS to view the SHA1
Add your elements INSIDE your tags
Add your elements INSIDE the <.manifest> tag (above the tag)