PPC management on Amazon may seem like a child’s play, but it isn’t. When a campaign is not executed correctly, it can lead to a negative ROI, wasting the money you invested. A prime example of that can be seen in the frustrating cycle where a low number of impressions and low-click keywords generate poor results over and over again. Properly carrying out advertising through Amazon Sponsored Ads should be the prime focus of any Amazon marketing campaign. To do so, one needs to be familiar with the fundamentals of Amazon PPC, and stay up to date on Amazon. Without further ado, let’s dive straight into the subject matter.
Low Impressions and Low Click Keywords
Keywords that receive a minimal number of impressions over a given span of time can be termed as low impression keywords. This is contingent on the volume of monthly searches.
And keywords that lead to very few clicks and an unsatisfactory CTR can be termed as low click keywords.
Low Impression and Low Click Keywords Adversely Affects Your Amazon PPC Campaigns
While running Amazon Sponsored Ads, low-impression and low-click keywords prove detrimental for your business as they cost you money. They can also affect your overall score for campaigns when the A10 algorithm crawls them. We strongly recommend against spending additional money on campaigns without understanding the working mechanism of such campaigns.
How Does A10 Analyze Your Advertising for Low Click keywords?
There are many instances in Amazon Advertising where low impression keywords with low clicks could be the case for not witnessing successful PPC campaigns. Each situation is unique. Every niche is different.
To resolve the issue of low impression keywords with low clicks in the Amazon PPC account, we shall consider the specific metrics that are not performing.
There are three significant reasons that include:
- Insufficient data: One possibility for a keyword with no impressions is that the impressions are just not being gathered. This could happen if the bid is not competitive enough.
- Poor SEO: One more reason for a keyword not getting enough impressions is when the keyword isn’t listed in the listing. It means that the keyword isn’t being represented in the SEO. This is because searchers using the A10 algorithm can’t find the word in the list to determine if it is relevant to the search query.
- Overcrowding: Another way to get no impressions is when a keyword is part of an advertising campaign that has more than one keyword, it isn’t viewed because of the polarization of the keywords with the highest volume of searches.
If the Amazon keywords are getting very low impressions, you’re not getting enough attention for your products. A lower number of people looking at your product will result in lesser sales, something that no one wants.
3 Ways to Increase the Amazon Keywords’ Impression Ranks
If you’ve figured out why your Amazon keywords might not be getting enough impressions, then here are three ways we suggest that may increase your rank in the rankings of your impressions.
There are three ways to do so:
- Ensure Fair Budget Distribution
We recommend that for Amazon Sponsored Ads, you use only the top 30 keywords per campaign. If that’s too many keywords for the campaign, then 10-20 keywords per campaign can also work.
This number of keywords per campaign will ensure that all keywords get the same amount of attention in the allocation of budgets.
- Group Keywords by Search Volume Buckets
Another effective strategy for overcoming the low impression problem is to classify keywords by search volume. This method ensures that keywords receiving 10,000 monthly search queries are not placed in the same category as keywords that only receive 100 search queries per month.
- Raise or Lower Bids
If there is a low place, then the idea of raising bids based upon an impression share ranking report is a great way to be able to enter higher bid pools more frequently. Making smart bids is the best option.
Cross the Indexation as well as the volume of your searches to determine the areas where you can modify your bids. Are there many more views to “hunt”? If yes, then first examine the conversion rates for that search term. If you’re not generating conversions for this search term, then Amazon won’t show your product as frequently for that query as other products that are doing well.
6 Ways in Which You Can Improve Your Amazon CTR.
It could be that your impressions are great, but your click-through rate isn’t high. If your click-through rates aren’t performing and not generating the number of clicks you’d like to see, then you must improve your click-through rate.
An Amazon Sponsored Ads campaign with a low CTR is not as successful due to problems related to the registration or inadequate product listings. To increase your CTR we suggest implementing the 6 following strategies:
- Re-upload Campaigns to Remedy Registration Issues
If a campaign generates expenditure but has a low CTR, it could mean that there is an issue with the registration of the campaign. Amazon gets millions of campaigns uploaded each day, but they may not be registered, therefore try re-uploading the campaign.
- Improve Your Amazon Product Listing
If your campaign is not getting sufficient clicks, that’s a sign that there’s something not appealing regarding your marketing campaign. It is essential to check the results page of a search engine and examine the page through the customers’ eyes.
- Get More Amazon Product Reviews
How many reviews do you have on the products that aren’t performing well? Review count and ratings are vital, and often, it could be the way you position your products in comparison to the competitor products in the same niche.
- Optimize Your Amazon Listing’s Title
Ideally, the campaign should include your ASIN’s particular details, including measurements, dimensions, color, and material in the title itself. This will motivate the user to click on the product they’re looking for.
It is recommended to include the specifics of your product at the start of your name, taking into consideration that as high as 70% of the customers on Amazon do their shopping on mobile devices.
Naturally, a longer-tail specific keyword’s click-through percentage will be greater than the usual high-level keywords. That’s why it might be beneficial to organize the keywords into buckets.
- Split-Test Your Main Image
Another strategy you can use is split-testing your primary image and breaking up the pattern recognition of the customer who is browsing the results page. Our brains can be like the algorithms of Amazon. The process of splitting-testing the main picture makes sure that the words you are advertising are relevant to the product or service you are selling.
- Use the Search Term Impression Share Rank Report
Another tool to have in the PPC toolbox is the impression share of search terms rank report. This report can help you identify keywords that have a poor impression rank, which means you can look into your campaigns and look for keywords with a rank of less than two.
Split these keywords into single keyword campaigns, and then examine the relevance of the keywords with lower rankings. Thus, making your choice using the data.
Things You Can Do if You’re Content with the ACOS You’re Currently Using
If you’re satisfied with your ACOS in the present, then the way you approach low impression keywords or those with low clicks could be different. The following pointers will give you an idea:
- Start by determining the percentage of your spending which is going to high CTR keywords, as well as keywords with low CTR. If the ratio is not in the norm, then adjust your budget by optimizing keywords and modifying bids
- A suitable bid bump is determined by the objective of the campaign, as well as the current trends toward the goal, as that determines the amount we can afford to raise the amount of bid.
- If the strategy is on track and if the campaign is on target, we can further raise the amount of money we bid. When performing campaigns, we advise increasing bids gradually and in a concise manner.
- Always double-check your impression share for your search terms report, and filter the report for the keyword, determine your position in relation to that of the keyword and raise the bid based on the information you have.
- It is also most effective to raise the number of bids in absolute values in comparison to percentages as the higher frequency is likely to be steady while percentages could change incrementally.
What To Do if You Aren’t Content with the ACOS You’re Currently Using?
If you’re not happy with your ACOS currently and want to boost your CTR, then you can:
- Alter the bid to match the position that has the greater CTR
- Give keywords with a higher CTR the benefit of a “boost” by increasing the bids. In the same way, reduce the budget for keywords that have a lower CTR
- Block any search terms that have more than 2500 impressions with no clicks within your search field
May the Odds be with You
In a nutshell, this guide outlines the reasons why Amazon Advertising campaigns may have very few clicks or impressions, and we have provided a variety of options and strategies to counter that.
Amazon PPC can be tricky and confusing at times. To get support regarding this, you can consult us. At Sellryt, an Amazon Advertising partner, we help people attain their eCommerce goals by taking care of their Amazon Sponsored Ads, PPC Campaigns, Amazon Display Ads, and more. We have built trust among our clients with the results we achieved. Book a free consultation today!