You can reach consumers at multiple stages of their purchase journeys by increasing your Amazon advertising impressions. If you are targeting Sponsored Products, Sponsored Brands, Product display ads, or if you are combining these types of ad formats, you need to segment your campaign. If you implement the optimization strategies outlined here, you will increase your product’s visibility and sales, aligning consumers with products that suit their needs.
Contact Urtasker, a full service Amazon agency, if you would like to receive an expert opinion on how to increase your Amazon Ad impressions. We also provide Amazon account management services to manage all your Ad campaigns along with several other services.
How do Ad Impressions work?
Depending on whether your ad is a pay-per-click advertisement, it estimates the number of times your ad appears in Amazon’s search results. Impression counts include both the keywords for Sponsored Products and Sponsored Brands and the categories for product display ads that target categories. A high bid price, relevance, and your past click-through rate (CTR) are factors Amazon considers in its algorithm.
Amazon Ad impressions: 5 ways to increase them
- Offer competitive bids for new campaigns
By doing so, your advertisements will have a greater chance of being displayed for a given search term and receiving impressions. In order to increase the effectiveness of the keywords, whether they are generating sales or driving a low number of impressions, you may wish to raise the bid. Depending on the maximum cost you are willing to pay for a click, choose the CPC (cost-per-click) bid you would like to use.
Shoppers who enter a search term that matches a targeted keyword are likely to run into an advertiser who offers the highest bid for that term. As your bid becomes more competitive, your chances of having your ad displayed increase.
- Combine automatic and manual targeting
By using automatic targeting for your campaigns, you will be able to add a wider range of high-performing keywords to encourage impressions. Secondly, you should look at the customer search queries that generated the most impressions throughout your manual campaigns to help you optimize them better.
You are more likely to find keywords that convert at a higher rate when you make use of both types of campaigns.
Furthermore, you can find keywords that should be marked as negative keywords due to underperformance or lack of relevance to your product, thereby causing you to incur unnecessary PPC costs. So head over to your Amazon account management services settings and get started on Auto and Manual campaigns.
- Use a broader set of criteria for keyword targeting
If you launch a new campaign, add no fewer than 40 keywords, depending on the campaign type, and then optimize as you go. Increase your campaign reach by including keywords related to your brand, seasons, competitors, and complementary keywords.
You can leverage a managed services team of Amazon specialists by reviewing your keyword reporting frequently. To accomplish this, make sure that your click-through rate and cost per acquisition are aligned with your business objectives.
- Make adjustments to the keyword match types
In order to optimize the exposure of your Sponsored Products and Sponsored Brands, you should utilize a combination of broad, phrase, and exact match keyword types. Your ad appears when someone searches for your keyword or a variation of it. This feature is very effective if you are seeking widespread exposure. In order to get the most relevant traffic, you should use phrases as well as exact matches.
The next step is to review and optimize your bids and keyword relevancy over time after you have added all relevant keywords with tailored match types. In order to increase your CPC bids for relevant keywords, you should analyze keywords that have low impressions and likely low bids on auctions.
- Reconsider your budget allocations
Be aware of campaigns that run out of budget or that might be missing potential impressions when running any of the three kinds of advertising. You should review the total spending for campaigns with daily budgets to determine how often they are exceeding that amount. If you are tracking your campaign budgets, keep track of how quickly your campaign budgets are met by checking the budgets for each campaign.
In order to continue to drive traffic to your products, you may want to increase budgets that are frequently wound up. The appropriate budget should be increased in order to encourage additional conversions from qualified shoppers when you have a high-performing campaign that is currently missing out on impressions due to budget constraints.
Here are some reasons why your ad impressions are low
Consequently, a low ranking is one of the most important factors for Amazon refusing to display your Ad: it does not relate to your target audience due to poor keyword selection. Other factors may also be involved.
- The page of the product is inadequate
It is important for Amazon to provide consumers with the best possible shopping experience. The company wants to ensure that the ads are relevant to shoppers as part of this endeavor. According to this program, the ranking of your Ad is determined in part by measuring how many shoppers end up making a purchase following a visit to your product page.
Because of this, you must ensure that every aspect of your product page encourages shoppers to purchase your products. The same applies to your keyword placement. Amazon will not appear your ad to shoppers when they search for certain keywords unless it believes that your product relates to them. Make sure your keywords appear in both the title and description of the product.
- Keywords and categories that are hard to find
Another possibility is that your product is so obscure that few consumers are interested in it. A common example of this is a product that appeals to a narrow target audience, which forces you to use extremely specific keywords. For your search engine optimization campaign to be successful, you should utilize keywords with a high search volume.
Similarly, your product may appear in the wrong category if it is placed in the wrong subcategory. People who do not find what they were searching for on the product page may leave the page as a result of a mismatch between the product and the subcategory.
- Runtime insufficient
For Amazon to be able to display ads, it must run ads for some time. You may simply not have given your ads enough time to produce Impressions if you have no Impressions yet. The average amount of time you should allow an Ad to run before checking your metrics is typically two weeks.
Additionally, the runtime can influence an Ad in other ways. For instance, Amazon always prefers products that have an established history for a particular keyword. It may be necessary to increase your bid over-proportionally for new keywords that lead to products with an established history for other keywords.
Amazon uses impressions as a key metric to determine whether an ad campaign was effective or unsuccessful. As it is one of the first data points to appear on your reports, it can thus prove to be a reliable indicator of the success of your campaign. By continuously monitoring your Impressions, you will be able to recognize how effective your ads are performing.
Impressions alone, however, can only provide a limited amount of information. Moreover, you should keep an eye on numerous elements such as your clicks, your conversion rate, your cost-per-click, and your sales.
Thanks For Reading
More Read On Tech Bable