How to Increase Your Amazon Impressions
To better understand what impressions are, you have to start at the beginning: how Amazon chooses how to display an Ad.
Amazon asks you to set certain parameters each time you create a new Ad. These include your bid—i.e. how much money you are willing to pay—and your keywords. Amazon then uses this information to generate its search results page (known as SERP) whenever someone searches for one of your selected keywords.
Sometimes, however, two competing Ads use the same keywords. Amazon then has to pick which one to display. It chooses the winning Ad by examining a number of factors in a process known as Amazon PPC (Pay-Per-Click) auction.
A PPC auction takes three things into consideration: your bid level, the likelihood that the customer will click on your Ad, and the likelihood the shopper will then make a sale. To measure these, it doggedly tracks both the history of your Ads and the customer’s behavior, down to which parts of the screen their cursor hovers over.
Impressions measure how often your Ad has won such an auction, thus indicating how competitive your Ad is. However, they do not measure how successful your Ad is in terms of generating income, as this needs to take into account the number of Clicks your Ad produces—i.e how many people click on it.
It might also be that your product is so obscure that not enough shoppers are searching for it. This can happen with products which appeal to a limited audience, forcing you to use too specific keywords. You need to use keywords with a higher search volume in order to increase the chances of someone searching for it.
The same can happen when you have placed your product in the wrong subcategory. A mismatch between the product and the subcategory can result in people leaving the product page because they failed to find what they were looking for. This will lower the ranking of any Ad that leads to that page, resulting in few Impressions.
This is probably the easiest way an Ad can fail—and the simplest one to remedy. If your Ad keeps getting outbid, all you have to do is increase your bid and watch your Impressions take off. However, as pointed out before, you have to always keep an eye on your Clicks and sales or you can end up making a loss.
You can learn all about ACoS in our posts, Understanding Amazon ACoS (Advertising Cost of Sale) and How to Hit Your Target ACoS on Amazon.
Amazon needs to run Ads for some time before it can gather enough data to display. If you have no Impressions yet, it could simply be a case of not having given your Ads enough time. Usually, you need to let an Ad run for at least two weeks before you check your metrics.
However, runtime can also impact an Ad in further ways: Amazon prefers products with an established history for a specific keyword. If you place Ads for new keywords leading to a product with a successful history for another set of keywords, you may have to increase your bid over-proportionally in order to generate your first Impressions and Clicks.
Furthermore, Automatic Campaigns have more of a history, as Amazon uses established keywords for them. That is why manual campaigns often receive no or fewer impressions than automatic ones.
Finally, if a specific keyword is active within two separate campaigns, Amazon will usually prefer to display the older one, as this has more historical data. To force Amazon to prioritize the new campaign, you need to either pause that older campaign until the new one has collected enough historical data, or to add the common terms as negative keywords in your older campaign.
This is made easier by Amazon’s metrics. To further help out advertisers, Amazon is now including monthly data, allowing you to sort sales by date. This improves the available data, as it allows you better testing of your campaigns.
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