Why is the ad exposure so large but the click rate so low?
When I run ads for certain keywords, I encounter a problem. The ad exposure is very large, but the click-through rate is only 0.05%, and most of the exposure is on the product page, which lowers the click-through rate. This product has been on the shelf for a while, and the natural ranking is in the first 2 pages. The bid is also about 30% higher than the recommended bid. I don't know how to solve it.
Why is the ad exposure so large but the click rate so low?
When I run ads for certain keywords, I encounter a problem. The ad exposure is very large, but the click-through rate is only 0.05%, and most of the exposure is on the product page, which lowers the click-through rate. This product has been on the shelf for a while, and the natural ranking is in the first 2 pages. The bid is also about 30% higher than the recommended bid. I don't know how to solve it.
7 respostas
Seller_i6S8knzW6zU6Z
Hi @Seller_RnWTa1Zr7s6xh,
Low click-through rate (CTR) typically comes down to either ad placement or ad relevance. Since you mentioned your bid is 30% above the recommended bid, less favorable ad positions are probably less of the issue here.
A good next step is to look into your search query report. Sometimes your main keyword is relevant, but if you’re using broad or phrase match, your ad could end up being shown for less relevant search queries.
For example, imagine your brand is “Anker” and you’re advertising an Anker power bank. If you bid on the keyword “Anker,” your ad might get shown for searches like “Anker bracelet for women.” But someone searching for jewelry is very unlikely to click on a power bank ad.
Hope this helps!
Kind regards,
Michael
Seller_HSvuKgkMn6xEz
Are you an expert in running ads, or just practicing? If you are an expert, then run manual ads and don't forget to use negative keywords. Besides internal ads, focus on some outside marketing aspects. Also, focus on organic methods. Don't depend on ads only. I can also suggest some companies that are offering organic SEO.
Dougal_Amazon
Hello @Seller_RnWTa1Zr7s6xh,
My name is Dougal from the Community Manager Team and if you have not already read it, I recommend taking a look at the Ads optimization- report and measurement article. The whole document is great, but for your question specifically, I recommend focusing in on sections 5.2 "Using Metrics to Analyze Performance and Optimize Ads," and 5.3 "Increasing the number of impressions for Amazon advertising campaigns," first. The chart on identifying problems through indicators makes some suggestions on low clicks and there are several suggestions to look at for increasing the number of impressions.
Best, Dougal
