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Sean Smith are Impressions reported correctly?
Bulk file updates
- Amazon updated some big changes, the graph, the UI and some people have qualms
- Sean went straight to the bulk files
- Allows you to download zero impression keywords – which you couldn’t easily do before
- So can now adjust the bid on these keywords too
- File size is a lot bigger with more data
- Also allows you to keep a snapshot of the zero impressions keywords before you make the changes
- A huge powerful update for Agencies
Page Impressions
- Where does page impressions begin and end on a mobile with infinite scroll
- When you have an ad on a page that no-one sees because it is below the fold – does it count as an impression if it was rendered on the page even though nobody actually saw it?
- Generating impressions but clickthrough rates are really poor
- In order to start the process off and appear in the auction then it’s an entry point and key role in the process
How much you bid matters
- Generating loads of impressions for a keyword or search term and you decide it’s not relevant
- What if most of the searches are on mobile devices and no-one is seeing them because they’re down the page and not clicking on your ad – so really it’s down to how much you bid!
- If you don’t bid enough you don’t get far enough up the page and so no-one sees your ad but you’re getting impressions
- So you might axe good keywords because you hadn’t bid enough for them to get eyeballs and demonstrate conversions
- Impressions by device and impression by placement as well to be able to troubleshoot this accurately
If you’re getting no Impressions it could be…
- It is down to bid
- Down to relevance
- Down to category
- If you’re a new account with no conversion history and you’re after a big keyword, sometimes Amazon just doesn’t run that keyword
Clickthrough Rates
- Sean doesn’t really use clickthrough rates
- CTR correlation and conversion isn’t really there yet
- Don’t use CTR as an indicator for sponsored products
- You would think high CTR means high conversions
- Could be Amazon data attribution practices that are not showing this in the data
- CTR plays an important role as an indicator on first view
- If it’s a good rate then either competitors are clicking on the ad, and you’re running out of budget in the morning
- Low clickthrough rate standout is the bid was pretty good for a good ad position but the product price is quite high and puts buyers off
No Impressions on your chosen Keyword?
- Want a keyword but not getting impressions as your bid is not high enough
- Usually look at product itself
- If a low volume product than that might explain it
- when a product is not doing well organically then it’s not going to do well on advertising and must do a relaunch to get visibility back
- If not getting visibility for a main keyword – can usually get it if we keep increasing the bid
- We have to be indexed for that keyphrase
- But if the bid is too high or it’s not cost efficient enough then we won’t go after it in that match type
- This is why we go after all three match types
