What are the reasons why Amazon’s targeted ads do not generate orders despite high clicks?

On the Amazon platform, many Amazon sellers don’t know how to deal with the situation where keyword-targeted ads do not generate orders when placing advertisements. The following content will tell you the reasons why Amazon’s targeted ads do not generate orders despite high clicks.

What are the reasons why Amazon’s targeted ads have high click-through rates but no orders?

There are two cases:

1. Competition among advertisements

If the same keyword opens ads, phrases, and exact ads at the same time, the ads will compete with each other for traffic. If one is in a higher position, the traffic will be better, and the others will be suppressed. Most of the factors that determine the position of the ad are the budget and bid settings.

For example, there are two ads for the same keyword, but the budget and bid settings for the broad ads are very high, and the precise settings are relatively low. In this case, the ranking of the broad ads will definitely be higher than the precise ads, resulting in the broad ads being given priority in exposure and publishing, intercepting and digesting the traffic of the precise ads. At this time, the precise ads will continue to decline in click-through rate and conversion rate because they cannot obtain traffic and orders. The corresponding ACOS will soar, and the weight will be lower and lower. The final result is that the ranking of the precise ads will fall further and further behind.

There are two solutions for reference:

1) Broad or phrase advertising. Accurately deny the keyword, and then use this keyword to launch an accurate advertisement.

2) Place various types of advertisements in different time periods to avoid conflicts.

2. Can’t compete with rivals

If the precise advertising budget and bidding settings are high enough, the ranking is also high, the exposure rate is high, but the click volume and conversion volume are still relatively low, if you encounter this situation, it is likely that there is a problem with the ad position and it cannot beat the surrounding competitors.

For example, the product keywords and accurate ad location are on the homepage, and the price selling points are similar to those of the surrounding products, but there is a huge difference in the number of reviews. The surrounding products have more than 1,000 reviews, and the seller has only 30 reviews. Even if the seller has a high exposure rate, the click-through rate and conversion rate will be low.

There are many reasons why you can't beat it, and it may be due to price scores, etc., but the impact is the same.

In this case, it is recommended to lower the budget and bid, move the ad position back, keep testing, and find an ad position suitable for placing orders.

The above is the solution to the problem of Amazon keyword precision advertising not receiving orders shared with sellers. I hope it will be helpful to Amazon sellers. Amazon merchants may encounter various problems after opening a store, and everyone needs to understand them in advance.

Recommended reading:

Should Amazon's automatic advertising keywords be denied? How to deny them?

Will Amazon's suspension of advertising affect the weight? How to restore the effect?

What indicators should be considered for Amazon advertising input-output? Detailed introduction