TIPS&TRICKS: Fixing No and Low Impressions

Having no or low impressions in your Amazon reports means that your ads are not visible to potential buyers. Ultimately, this visibility issue that lead to no impressions, is a real problem as it means not having clicks. Consequently, no clicks on your product ad would not generate any sales. But the effects are far more reaching as Amazon PPC sales also directly influence your product’s organic ranking. Sales generated from PPC ads will have a positive effect on the organic ranking of your product.

New products generally lack a sales history, and therefore performance data, which in turn negatively affects organic ranking. Amazon ads can change that by driving traffic to your FBA or FBM product listing and thereby boosting sales as well as generating reviews to drive further conversions.

To start off fixing this issue of no or low impressions, you need to figure out your product's situation in Seller Central.  If you have no impressions, let's first rule out whether you are eligible to advertise on Amazon. You need to cover the basics being eligible  for advertising or what we call the technical portion of your PPC campaigns.

1. Check your product data on Seller Central
2. You need to rule out these 3 situations that negatively impact your impressions. If the answers to all 3 questions, are all NO then your ads will not receive any impressions.
3. Is your product indexed for the keyword your are bidding on?
4. Is your product in stock?
5. Is your product winning the Buy Box?
6. Scenario 1 - product listing not indexed for specific keyword/s  
7. You may have set up the campaign in a wrong way. When you were launching your campaign, you may have  inadvertently placed ASINs instead of SKUs. Without any SKUs to advertise, Amazon cannot launch your campaign.
8. What you can do:
9. To confirm if product listing is indexed or not -  You need to cover the basics of advertising by ensuring that your product is available for people to buy and you can do this by being searchable on Amazon. If shoppers can find your listing when they make a search, it means your product is indexed.
10. (1)  Go to Amazon's search bar.
11. (2) Enter your product's ASIN and the specific keyword you are testing.
12. (3) Check if your product listing appears on Amazon's search results. If YES, then this confirms that your product listing is indexed for that specific keyword.
13. To get your product indexed for a specific keyword - If your listing does not appear, then you can remedy this by adding the specific keyword to any of these:
14. (1) Title
15. (2) Backend search terms
16. (3) Bullet points
17. (4) Product description
18. Wait for 15 minutes to allow Amazon to pick up the changes.  Confirm if your ad is indexed or not by following the steps above.
19. Scenario 2 - out of stock and no Buy Box
20. How is your product stock level?  The quantity of your stock is one of several factors that influence the Buy Box. Amazon had given some information on this algorithm, but the inner workings is still an Amazon secret. The moment you run out of stock your place plummets and it may take some time for your product to regain your previous position. Check that your product is in stock and that you have the Buy Box.
21. Check for errors on your Campaigns or Ad Group levels
22. Is there an error at the campaign or ad group level? Do check these possibilities on your Seller Central. Check if you have any existing error, or problem reported in Seller Central. Always be sure that your product is in stock and that you have the Buy Box.
23. Are your products inside your ad groups have a Pending Review, Not Eligible, Error status?
24. Do you have active keywords? Check your PGN campaigns at keyword level and see if your keywords are active.
25. What you can do:
26. For Pending Review - The campaign/ad group is pending manual approval by Amazon.There's no normal to manual reviews - just something they started implementing recently. It might take from a few hours to as much as a week
27. For Not Eligible and Error - Check that in the PGN you created, you added SKUs and ASINs. You have to add SKUs to your PGN so that Amazon will not ignore any ASIN added.
28. Check if your keywords are getting ranked organically. Check that your keywords are active. Check if they are getting impressions and clicks organically in your other campaigns.

Remedies for not having enough Impressions

Once you have covered the technical side of your campaigns, like the basics on SKUs,  and keywords, you can expect to not anymore encounter no impressions. The next set of troubleshooting tips will now focus on receiving more impressions and avoiding low impressions. The changes we will tackle revolve around adjusting the settings of your campaigns a few times just so that we hit the sweet spot. There is no cookie cutter route but knowing the rationale behind the changes would help you to deal with the issue.

Setting up bids for a keyword means having to consider many factors. For example, do you have a competitive keyword? Are there competitors who are aggressively pushing the bids high? These are just a few reasons why you are not competitive, and thus why you are not getting enough impressions.

The 2 main questions you need to settle to avoid getting low impressions are:

1. Are you bidding high enough?
2. Is your Automatic Campaign bid too low?

Scenario 1
Are you bidding high enough?  

If you are not receiving enough impressions, you may be bidding too low.

What you can do:  Raise bids on low performing keywords  

Option a) You need to identify low performing keywords. You can check for these keywords manually. Go to Amazon Seller Central and  download your Amazon reports. Go through them to see which keywords have low performing impressions and then raise your bids.

This may cause your ACoS to increase, but you can see that at least for a short amount of time, you can check and see if you're getting more impressions if you bid higher.

Option b) But if you are subscribed with ZonTools, our automation engine Bid Gambler will periodically raise your bids according to your thresholds. The tweaking and decision making is made simple and with less pain.  When campaigns have keywords which have too low bids, Bid Gambler will periodically increase the your bid until your ad gets a click. Bid Gambler follows the thresholds that you have assigned earlier, like how much you want to increase per day.

If you have an automatic  campaign, if, and again, if the bid is too low, there must be with an automated system. You need to check for that as well. Maybe you don't realize, but our system may put the bid too low due to the bad metrics  it is receiving in terms of ACoS. ]

Scenario 2
Consider search term/keyword segmentation  

Another thing to consider is search term or keyword segmentation. Low impressions may come from bidding on the same keyword in different campaigns, multiple times.

For example, you have your 10 keywords and 10 different campaigns. But you placed all of your keywords in all these 10 campaigns and thus you are bidding against all of them.  This poses as an internal conflict for Amazon.  Amazon's algorithm will give priority to keywords that are getting better metrics according to their timeline, or will give priority to sellers who have had these keywords earlier than your campaigns.

What you can do:

• Check for the same keyword in your campaigns. You need to be sure you are only bidding on a keyword in only one campaign.
• So with the right product and right conversion levels.
• Ensure your bidding strategy is not fixed bids. If you choose fixed bidding then Amazon will not reduce the bid and will cause you to bleed.
• Check if your product has a sub-category for product, or is it removed without you knowing? According to the Amazon algorithm having values in the sub category field helps in the better categorization of your products and thus enhance its search availability.

For example, you might put $5, but Amazon may be bidding 10 cents or 20 cents for the auction when you're bidding against your competitors. So if you put fixed bid, you're gonna be pay. You're gonna be using the bid that you specified in a system. This may cause your ACoS to increase, but you can see that at least for a short amount of time, you can check and see if you're getting more impressions if you bid higher.

And for this up to here, you can do all of this in a, in a manual way in the Seller Central interface in dashboard.

Simplified bidding with Bid Gambler

ZonTools simplified all these tweaking on bidding with Bid Gambler. Despite the name, it is not risky.  It is not risky because there are thresholds or rules that are set in place. Bid Gambler only increases your bid until you get a click. When the first click occurs, it stops increasing your bid. So even if your bid is $5, and you don't get a click, it doesn't mean that you pay $5.

When campaigns have keywords with too low bids, Bid Gambler periodically increases the bid until your ad gets a click. Bid Gambler follows the thresholds that you assign like how much you want to increase per day.

For example: you chose 20% as your bid increment and your bid is $1. Then your bid increment amount is only 1.20 and later 1.44, like this increasing by 20% each time in every seven days. Until you get a click, this bidding strategy continues.

And after you get a click, rghe stopped automation and we move on to other automations when managing your bid. So when you launch your campaign with our system, we only put the, we put your keywords in the right match type and the right bidding for your product and be relevant for, with your product.

So we, we generate exact phrase and broad campaigns and negative exact phrase, negative phrase and broad campaigns. So you only beating on the right match type for each of your campaigns. This provides you the segmentation, avoids internal conflict on Amazon side, and you are bidding on the right match type with the right bid and the right product to make it, to get the most out of your advertising budget spent.

BID GAMBLER

And with the bid gambler, increasing the bid periodically, until you get a click, we always obey the maximum bid settings in your thresholds. Also, we stop everything. When, when you receive the click and the rest of the automations will take in place to adjust your bid. We, we have some references here that you can see on our

tutorials page.

You can learn more about adding SKUs and keywords to the PGN, and you can use our bulk action, bulk edit bulk editor that you, if you don't want to wait for our system to increase gradually with a given algorithm, you can select a couple of keywords or, or thousands of keywords at once.

And you can increase the bid with the increase amount, like increased percentage increase amount with lots of settings. You can increase the bid in a, in a very fast way

to get it up to speed, much quicker manually.

And we, we always recommend automating your existing companies and gradually switching to PGN system for this, your, we will be avoiding internal collision or conflict on you bidding the same campaigns. And when you move to PGN, we take it from, there, and we will continuously automate your campaigns with our rules and algorithms that has been designed and perfected over five years to provide you some good results.

Source:
Why Your Amazon PPC Campaigns Getting Low Impressions and How to Fix It?

Related Help Center articles:

• Is it always good to have many impressions? Should the goal always be to have as many impressions as possible?
• How much should I increase my bid when I'm having low impressions?
• I have many impressions but still few clicks. What can I do to fix this?

Benefits of being a ZonTools subscriber

the most important thing we do is that rather than allowing you to build your own algorithms, we have a perfect system that we tried, and we explored over five years and that avoiding some internal conflicts, for example, a situation might like, for example, you, you are always setting some rule timeframe, right?

Because you don't, you, you are not, you don't want to be looking at your, all of your data. When you, you have been a seller for a couple of years, you just look at the recent 60 days, 100 days or something within that timeframe you put, when you put some rules, like when, when there's, when there's a click, we will stop the bid increment, right.

For example, and it happens. And what, what, what if that click goes out of your rule timeframe window, for example, you said 60 days, and there's a click and your automation stopped there. And it it's now it's 85 days since your click. So your system will restart resume again, increasing the bid, for example, this is, this is not, this is, this will give you the bad metrics because you already tested your keywords and didn't work.

Well, you only restock the system because your click is out of window.  o we overcome these situations for this  for example,  we required you to edit your rule thresholds, to be able to restart the automation for all of these kind of things are always happened and tested over the years, we are, we are providing service to our customers and they are fixed.

And the system is clean with all of, with filtered from all of these internal conflicts. So when you buy a system with the strategy inside, zontools, you, you don't have to worry about anything, just, just define your product with the thresholds and you're good to go.

We are ZonTools and we are automating Amazon advertising with our algorithms.

We have a built in system in place and we use it to help our Amazon sellers to manage their Amazon PPC in automated way. why understanding impressions and understanding why it's important to pay attention to impressions is important for Amazon sellers.

I'm sure when you have a product out there, you want that to be visible to these buyers, and this is only this, the, the great way to achieve that is to advertise your product for sure.

When you advertise a product, it's not guaranteed that you put a thousand dollar budget and Amazon will spend all of it, or at least a part of it. Sometimes you're stuck with spending just a, just a fraction of it, or sometimes none of it. So the first way to achieve a result in PPC advertising is that you should get some impressions, some clicks, even some sales sometimes to have some metrics in hand

so that we can take it from there and improve your metrics and provide you some results.

that's given like, you know, Pending Review, Not Eligible, Error or something, just look for, look for that. This can be caused of different things.

ZonTools automates this process and more within the set algorithms in the system.

So when you go ZonTools, we have some free tutorials that you can watch through not learning about ZonTools only, but you will only, you will learn about PPC in general and how it works.

We explained it in detail, in our tutorials page. Also, we have added at ZonTools, our free keyword research tool, you can request some reports to get some relevant keywords for your product in our system that we use Amazon, API systems to collect some, some data, and it's free. You can download the reports with, with just with your email and, the more,

When you check your product with your, with your ASIN, you need to also look at the keywords as well.

Are they ranked on Amazon organically? Because the organic rank always helps the PPC, advertising and sales when new product doesn't perform like a product that exists in, in a couple of time before.

And so it's eligible to advertise in a, in a profitable way.

So the next thing you want to check if you are bidding on the same keywords in different campaigns, at the same time, as well? So you might be having multiple campaigns and bidding the same keywords across campaigns, all over again on all of these other campaigns. This makes Amazon to handle the conflict here.

And they say they, they can do it in the best way they can, but you know, you don't know what it is.

So if you are bidding the same keyword in different campaigns in a duplicated way,

(Amazon sub category is the category path of your product. Supplying values in Amazon sub category field helps in the better categorization of your products enhancing the search availability. You need to select the sub category for the feed to be accepted by Amazon.)

• And if nothing else works, raise the bids.
• Everything is working, you're receiving some impressions and it's not enough.