Updated: Mar 16
Did you ever wonder why SO many of your keywords never get ANY impressions? You might think it's to do with indexation, but that can never explain the disproportionately high number of keywords that are never given any love despite being super relevant.
There is a reason for that, and it is deeply rooted in the AI-based algorithms that find match buyer search to keywords.
Here's how we Suspect it Works
Amazon treats all your keywords as a pool to pick from. Based on your max daily budget it begins to serve impressions to a few keywords at first, that may have some likelihood of conversions based on typical search volume, your sales history and a variety of historical data that Amazon obviously, has access to.
It serves impressions to a few keywords at first, spinning up their little flywheels, rewarding results with more visibility, continuously learning how each performed, and over time favoring more of the ones that did and less of the ones that didn't, until you are left with a few keywords that performed well and a whole bunch of keywords, that never got any love.
Think of it as a spiral that grows outward and may or may not ever reach the peripherals. These may be PERFECTLY good keywords that you spent a lot of time researching and you certainly don't want to throw them away.
How to deal with Zero Impression Keywords?
✔ Create highly targeted Campaigns and Ad Groups with fewer keywords, so that all your keywords get an opportunity to perform within the budget.
✔ Say goodbye to 1000 keyword Ad Groups permanently.
✔ Clean up older campaigns, moving zero impression keywords out to their own campaigns (not Ad groups within the same campaign), so that they get new budgets and a life of their own.
✔ Don't try to keep raising the bids on low or zero impression keywords. It won't work.
✔ Segment keywords smartly. Here are some ideas for keyword segmentation
The idea of separating these zero impressions keywords out into their own campaigns, and not ad groups, is to allocate a new budget to them. If you simply create new ad groups within older campaigns, you may see some movement because Amazon detects a change and will try to serve them impressions, but it may not be as much movement as you'd want. This is the reason why we recommend separating them into new campaigns.
Also, if you combine low volume and high volume keywords into one campaign, the high volume keywords will eat up the budget. So it's better to segment based on similar keyword volumes.
How PPC Ninja can Help
PPC Ninja highlights zero impression keywords over the past 60 days, and makes it easy for you to move them to new campaigns that allows them a second chance.
We provide an easy way for you to MOVE your zero impression keywords into their own campaign and pause them in existing campaigns. This gives them another chance to perform.
We encourage you to try this out and see how it impacts keyword performance.
Let us know how you like this new feature! And if there are some annoyances that get in the way of you being a super productive PPC Ninja, let us know! Our team would be happy to see how we can make your ninja life better!
Did this post spark your curiosity or trigger a question? Comment below or email us at firstname.lastname@example.org. We'd love to hear from you!
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