Amazon Ads Not Getting Impressions? 6 Tips to Increase Them

Despite sellers using advertising to boost product visibility and drive sales, many may encounter a frustrating roadblock: Amazon ads not getting impressions.

It’s not uncommon to feel like you’ve meticulously set up a campaign only to see lackluster results regarding ad impressions. These results can be a significant hurdle since impressions are the first step towards making a sale.

Several factors can contribute to low Amazon ad impressions, including poorly optimized keywords, ineffective targeting, low bids, budget constraints, and ad relevance. Without addressing these problems, your ads can get lost in the sea of competitors and fail to reach potential customers.

However, you can still turn those numbers around!

By implementing strategies to tackle these challenges, you can optimize your ads and unlock their full potential. Doing these steps will improve the number of impressions and your ads’ performance, allowing you to reach a larger audience and maximize impact on the platform.

Read on to learn about various Amazon advertising tips to help you finally start making sales.

Why Your Amazon Ads Are Not Getting Impressions

You’ve set up your Amazon ad campaign, chosen your products, and launched. Yet, your ad impressions are still low. Understanding why is the first step in solving the issue. The common reasons to investigate are:

1. Insufficient keyword relevance

If your keywords don’t match what potential customers are searching for, your ads won’t appear in search results. Making sure that your keywords align with the search intent of your audience is crucial.

2. Narrow targeting parameters

Overly specific targeting settings can limit your ad’s reach. While being precise can be beneficial, it can also restrict the number of impressions if your audience is too small. 

For instance, targeting only a narrow demographic segment or using very specific keywords might not yield enough search volume to generate substantial impressions. Excluding too many audiences or over-filtering by interests, behaviors, or geographic locations can further reduce your potential reach as well. 

3. Poor ad quality/relevance

Amazon prioritizes ads that are relevant to shoppers. If your ad copy, product images, or descriptions aren’t compelling or applicable, the platform may not display your ads as frequently as others.

4. Budget limitations

Running ads requires that you have a budget set aside to keep them up. However, if you don’t have enough funds, you might not be able to run your ads often enough, leading to lower impressions.

5. Ad Scheduling and bid adjustments

Incorrectly timed ads or insufficient bid adjustments are also factors for low visibility. You must schedule ads and bid appropriately to compete at different times and against various competitors.

6. Seasonal trends/demand fluctuations

The time of year can impact ad impressions. During off-peak seasons and depending on the product you sell, there might be lower search volumes, meaning fewer impressions. Products like winter clothing or holiday decorations see significant drops in search volume during the summer months. Additionally, events such as Prime Day, Black Friday, and Cyber Monday can drastically alter search behavior, causing spikes in impressions for a wide range of products.

7. Competitive landscape

High competition in your product category can make it hard for you to stand out and get high impressions, especially if your competitors have higher bids or more optimized ads.

6 Ways to Increase Amazon Ad Impressions

If your Amazon PPC is not getting impressions, there are different methods you can use to improve your numbers. Here are the different Amazon advertising strategies that can give your ads a boost:

1. Optimize your keywords

Keywords are the backbone of your Amazon ad campaigns. Using relevant and high-performing keywords guarantees your ads appear in front of the right audience.

Do thorough research on the keywords your audience uses to search for products like yours. You can utilize tools such as Amazon Analytics to identify a mix of high-volume and long-tail keywords your customers are searching for:

Remember to incorporate keywords strategically in your ad copy, product titles, and descriptions to increase relevance. Long-tail, more specific, and often less competitive keywords can help you spread to a more targeted audience. 

Always review your ads’ performance data to identify which keywords are driving impressions and which are not, and update your list based on this data to refine performance.

2. Refine targeting settings

Understanding your target audience’s preferences, behaviors, and demographics is crucial for crafting more targeted ad campaigns. Use Amazon’s targeting options, such as automatic, product, and audience targeting. 

You can adjust parameters like demographics, interests, and behaviors to improve your ad’s relevance. Experiment with different ad settings and monitor the impact of these changes on your impressions and ad performance. 

By fine-tuning your targeting, you can ensure your ads are reaching the most applicable audience, which can significantly increase impressions.

3. Enhance ad creatives

Visually appealing and high-quality images are crucial to capturing attention. Try to show your item from multiple angles to highlight key features and benefits. Having engaging ad copy is also important; it should communicate how valuable your product is using clear calls-to-action (CTAs), unique selling points, and persuasive language to attract clicks.

Source: Amazon

A/B testing different forms of your ad creatives can help you identify which ones perform best. Analyze which images, headlines, and CTAs generate the most impressions and clicks and make improvements based on these insights.

4. Increase bid amounts

Amazon uses a dynamic bidding system, and increasing your bids can enhance your ad’s chances of being shown, especially in competitive categories. Try strategically bidding by identifying high-performing keywords and allocating a higher budget. For lower-performing keywords, consider reducing bids or pausing them. 

Regularly review bid performance and adjust based on your findings. This process helps you maintain competitive positions without overspending. Being strategic in your bidding can lead to better ad placement and impressions.

5. Monitor and adjust campaigns

To stay at the top, you must try to stay there through monitoring and optimization. Regularly analyze performance metrics like CTR (click-through rate), conversion rate, and ACoS (advertising cost of sales) to gauge your ad campaigns’ performance. 

Identify areas for improvement by looking for trends and patterns in your data. Base your decisions around this information to adjust bids, update keywords, and change your creatives to improve impressions continuously. Staying proactive and responsive to performance data helps refine your strategies and keep your campaigns effective.

6. Use negative keywords

Negative keywords can help prevent your ads from showing up in irrelevant searches, saving your budget and improving the relevance of your ads, which can potentially increase impressions. 

Identify irrelevant searches by analyzing your search term reports to find keywords triggering your ads but not leading to conversions. Include these irrelevant terms as negative keywords in your ads to prevent them from appearing in these searches.

Impressions with Maximum Impact

Low impression volumes can be a significant wall in the success of your Amazon ad campaigns. However, by understanding the common causes and trying out strategies, you can optimize your ads to make them more effective.

From optimizing your keywords and refining targeting settings to enhancing ad creatives and increasing bid amounts, each of these methods can increase the visibility of your ads and drive more impressions.

The digital advertising landscape constantly evolves, and staying proactive will help you have a competitive edge. Remember to monitor your campaign performance, make adjustments, and test new tactics to stay ahead of the competition.

Ready to take your Amazon ad campaigns to the next level? Consider partnering with beBOLD Digital and check out our Amazon account management services and how we can help you gain the impressions you need. Contact us today!