What is Impressions? Impressions Review

Impressions are the number of times a product is exposed on Amazon within a specified period of time, excluding off-site exposures and direct visits to stores.

How to view

You can check the daily exposure directly in "Business Reports" - "by ASIN" - "detail page sells and traffic" - "session" on the left without downloading.

Influencing factors

1. Is there a shopping cart?

2. Are the keywords relevant to the product?

3. Is the bid too low?

4. Has the budget been overspent?

5. Is the inventory 0?

6. Running time is too short

7. Whether the keyword settings are in line with customer search habits

8. Competition

Optimizing Impressions

1. Use third-party tools to help you manage your PPC campaigns

For example, the PPC advertising management of Cool Bird Seller Assistant can easily help sellers conduct data analysis of advertising placement, help sellers analyze the effectiveness of Amazon PPC advertising from multiple dimensions, and intuitively display the data to sellers from multiple horizontal dimensions.

2. Keyword matching form selection method

Broad match: It can maximize exposure. As long as the words searched by the buyer include the keywords, acronyms, or synonyms in the seller's advertisement, the advertisement will be displayed.

Phrase match: Phrase match has a relatively low exposure rate, but is more accurate. The words searched by buyers must contain the seller's advertising words, or the words must be the same to be matched.

Exact match: This method has the most restrictions, but also has the highest matching degree. The seller's ad words and the buyer's search words must be exactly the same or similar for the ad to be displayed.

It can be seen that high exposure but low click-through rate is closely related to the matching form of keywords. In this case, you should try to use phrases or precise matching keywords to increase click-through rate.

3. Bidding method for PPC advertising

A very important factor affecting the high exposure and low click-through rate is the Amazon ad bid. In fact, this is very similar to Taobao Express. Amazon will provide a suggested price for sellers to refer to. The higher the bid, the greater the advantage. The minimum budget for each ad is $100, and the minimum daily budget is $1. The higher the bid, the more competitive advantage. When buyers search for a certain keyword, products with high ad bids are generally ranked higher. According to customer consumption habits, the top-ranked products naturally have higher click-through rates.

4. Use of negative keywords

Negative keywords can help sellers save some unnecessary costs and improve the accuracy of advertising. For example, if the seller sells "thermos cups", they can set "ceramic cups" and "glass cups" as negative keywords. In this way, the seller's ads will not appear in the search results of the keywords "ceramic cups, glass cups". It should be noted that the negative keyword match cannot exceed 4 words and 80 characters. The exact match cannot exceed 10 words and 80 characters. It can be added to each ad or in batches in ads and ad combinations.

5. How to find the best keywords

If you choose automatic delivery, sellers can see Advertising Reports in Reports under Seller Central. This is a paid advertising keyword table provided by Amazon, which includes the best keywords, advertising cost-to-output ratio, clicks and orders. Sellers can select some keywords for testing based on the above information to select the most suitable keywords for their products.

You can also use the keyword tool: Purple Bird Data Cube to find the best keywords.

6. Practical methods of paid advertising

Seller Central → Advertising → Campaign Manager. When a seller does paid advertising for the first time, the page will jump to the start setup page. Amazon will guide the seller to complete a series of advertising content settings. After the settings are completed, if automatic delivery is selected, the seller can directly select the main product to be promoted. If manual delivery is selected, more detailed settings are required, such as keyword bidding, etc.