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Thread: Unclear about the 'impressions' on Amazon's advertising


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Tyan Wyss-Lockner

Posts: 52
Registered: 01/05/13
Unclear about the 'impressions' on Amazon's advertising
Posted: Feb 14, 2015 7:14 PM
 
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I decided to bite the bullet with Amazon's new advertising scheme and I signed up for their advertising program. So far, I have had nine 'impressions' but no clicks. Frankly, I don't know what that means.

If someone can explain how the system works with the impressions and 'clicks' I would be grateful. I reread the information about the 'bids', etc, but am still confused.

Thanks.

Edited by: Tyan Wyss-Lockner on Feb 14, 2015 7:15 PM
Tyan Wyss-Lockner

Posts: 52
Registered: 01/05/13
Re: Unclear about the 'impressions' on Amazon's advertising
Posted: Feb 15, 2015 6:29 AM   in response to: Tyan Wyss-Lockner in response to: Tyan Wyss-Lockner
 
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I know how 16 'Impressions' and no clicks. Still want to know the scope of impressions. Does that mean 16 people saw my book's image on their page--or was the impression sent to multiple people's pages?
Charles O'Donnell

Posts: 1,875
Registered: 12/22/12
Re: Unclear about the 'impressions' on Amazon's advertising
Posted: Feb 15, 2015 8:47 AM   in response to: Tyan Wyss-Lockner in response to: Tyan Wyss-Lockner
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An impression is an appearance of your ad in a web page that has been served to a browser. It doesn't mean that anyone saw the ad, only that it was downloaded with a web page. I believe that if the same person gets the same ad twice, that counts as two impressions.

Don't expect clicks any time soon. A click-through ratio (number of clicks on your ad divided by the number of impressions) of much less than one percent is normal. But once you do get a click, you will see the number of impressions spike. Amazon only charges for click-throughs, so they will put up ads that get the most clicks. Then the ads with the most impressions get more clicks, which increases the number of impressions...you get the idea.

That's why you really need to narrow the audience for your ad. You may have chosen the interest-based targeting and picked as many categories as allowed. In this case, more is not necessarily better. Pick your categories to match your intended audience.

Hope that helps.

Charles O'Donnell
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Gears Istheboss

Posts: 758
Registered: 10/23/14
Re: Unclear about the 'impressions' on Amazon's advertising
Posted: Feb 15, 2015 8:55 AM   in response to: Tyan Wyss-Lockner in response to: Tyan Wyss-Lockner
 
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Hi Tyan, I don't think anyone is answering this query because we're not 100% sure what it means. In theory an impression is the number of times a person may have seen your ad.

On Twitter, it's defined as someone has had the tweet in their screen for a 'period' and it is assumed they therefore saw the tweet. Twitter count that as an 'impression'.

If Amazon follow the same logic, then it means the person had the ad on their screen for a 'period' and therefore saw the ad and that counts as an 'impression'.

But the truth is:

  • Just because the person had it on their screen for a 'period' doesn't mean they were looking at it, looking at your ad or were even looking at the screen.
  • There's all sorts of theories that the brain might subconsciously register an image even if they 'filtered' it out and don't remember it. On that basis, people believe that if you saw it, even unconsciously, there's going to be a level of recognition if you see it again. I don't want to enter the argument about how true or not that is but marketers swear a person has to see an image at least 3 times before they'll notice it and consider buying the product.
  • But it's because of that sort of thinking that some people believe 'impressions' are useful to know.

Personally, I've no idea if it's useful or not but I will say it can't hurt to have a good number of 'impressions'.

The only other use I have for 'impressions' is at least I know the ad is running. If you don't get any clicks or sales then you've no idea if your ad was shown at all.

Our click to impressions rate runs at about every 600 impressions, we get a click. Again, useful to know because if my impressions are too low, I probably won't get any clicks.

I know that's not a simple explanation but hope it helps.

Gears
Rick A. Mullins

Posts: 258
Registered: 09/08/14
Re: Unclear about the 'impressions' on Amazon's advertising
Posted: Feb 15, 2015 9:19 AM   in response to: Gears Istheboss in response to: Gears Istheboss
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(sighs deeply)

OK Gears...I've almost got enough of your posts in my most important posts file to write a book.

Can I plagiarize you or do I have to actually put forth a little effort to make it look like I know what I'm talking about? ;)

~RAM
http://dreamquestbooks.com
billhiatt

Posts: 3,503
Registered: 09/15/12
Re: Unclear about the 'impressions' on Amazon's advertising
Posted: Feb 15, 2015 9:54 AM   in response to: Tyan Wyss-Lockner in response to: Tyan Wyss-Lockner
 
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Tyan, the good thing about Amazon's approach is that you only pay for clicks, not impressions, so if, as Gears correctly suggests, sometimes an impression is recorded without any actually seeing the ad, at least you haven't lost anything.

Amazon's ads are too new to judge, but I have head the industry standard click-through expectation is something like .1%, or about one click for every thousand impressions. Gears does better than that. I was doing worse for a while, but right now I'm doing a little better.

As others have suggested, targeting is the key. Initially I tried two ads: one interest based on one product based, but otherwise configured the same. The product based one performed enormously better than the interest based one, close to 500 times better, in fact. That may be an extreme case, and I would have assumed that interest based ads would work, but so far, I haven't heard very many authors having a big success with them.

Now I have two ads, both product based, though with different books. (In the example above, the book was the same.) I changed two variables: I spent longer selecting the products I wanted to target, and I unchecked the similar products box, so that my ad would only be connected with the items I handpicked.

The ad has been running for less than 24 hours, so the data is not very substantial yet, but in that time my impression to click conversion rate has been .12%. in contrast to the previous ads that fluctuated between .06 and .07. I am conjecturing the more precise targeting may be improving the rate. It remains to be seen whether it will change the click to purchase conversion rate, which was only about 1.1% with the first ad series. The new ads are showing a higher percentage of detail page views per click than the old one, which I think is a healthy sign. (Gears, who does so well with sales, has about twice as many dpv as clicks, and currently so do I, so perhaps my sales will increase--fingers crossed.)

The one thing that mystifies me about the current ad set is that the cost per click has dropped substantially. I was paying $.70 per click on old ad, and these two are running at $.43 and $.28--which is also odd, because the two current ads target basically the same products. That's just one of the mysteries of Amazon advertising.
loraininflorida

Posts: 285
Registered: 01/12/11
Re: Unclear about the 'impressions' on Amazon's advertising
Posted: Mar 14, 2015 6:49 AM   in response to: Tyan Wyss-Lockner in response to: Tyan Wyss-Lockner
 
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Could someone explain what the "View Detail Page" is exactly? Thanks.
Lorain
Gears

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Registered: 03/13/15
Re: Unclear about the 'impressions' on Amazon's advertising
Posted: Mar 14, 2015 6:56 AM   in response to: loraininflorida in response to: loraininflorida
 
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This is what AMS have told us:

  • Interest' targeting is based on user browsing history.
  • 'Product' targeting is based on an ad paced on the product page.
  • Impression is the number of times the ad was on the screen and someone looked at screen.
  • DPVs is the number of people clicked on ad and then revisited your page later. This means they clicked on your page, left your page and then returned to your page.
loraininflorida

Posts: 285
Registered: 01/12/11
Re: Unclear about the 'impressions' on Amazon's advertising
Posted: Mar 14, 2015 7:23 AM   in response to: Gears in response to: Gears
 
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Then I'm thoroughly confused. I just started an ad --have two clicks but five View Detail Page. So apparently I've got more people viewing my book through the ad than people who actually clicked on the ad? Doesn't make sense. :-/
Gears

Posts: 41
Registered: 03/13/15
Re: Unclear about the 'impressions' on Amazon's advertising
Posted: Mar 14, 2015 8:18 AM   in response to: loraininflorida in response to: loraininflorida
 
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It just means 2 people clicked on your ad and viewed you page (that equals 2 DPVs), they left your page and looked at something else and then came back to your page 3 more times (that adds 3 more DPVs). Total clicks is 2 and total DPVs is 2 + 3 = 5 DPVs.
loraininflorida

Posts: 285
Registered: 01/12/11
Re: Unclear about the 'impressions' on Amazon's advertising
Posted: Mar 14, 2015 9:56 AM   in response to: Gears in response to: Gears
 
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Thanks!
mike fenton

Posts: 4
Registered: 11/01/12
Re: Unclear about the 'impressions' on Amazon's advertising
Posted: Dec 19, 2015 2:57 AM   in response to: Tyan Wyss-Lockner in response to: Tyan Wyss-Lockner
 
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Since advertising my novel, Two Shorten The Road, I've noticed that impressions and then clicks increased when I put the price up to 41cents per click...Amazon has vested interest in this feedback loop.

Mike F
billhiatt

Posts: 3,503
Registered: 09/15/12
Re: Unclear about the 'impressions' on Amazon's advertising
Posted: Dec 19, 2015 10:51 AM   in response to: mike fenton in response to: mike fenton
 
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mike fenton wrote:
Since advertising my novel, Two Shorten The Road, I've noticed that impressions and then clicks increased when I put the price up to 41cents per click...Amazon has vested interest in this feedback loop.

Mike F

Anyone you'd buy advertising from probably would.

The reason impressions and clicks increased is that your ad would tend to be seen more often with a somewhat higher bid. That's exactly the result you'd expect.

However, you, not Amazon, is still in control of how much you spend. You have to decide whether or not the extra clicks are worth it. If you have a fairly high click to sale conversion rate they could be, depending upon the price of your book. Otherwise, you'd be better off lowering the bid back to where it was.
Bradley Wayne M...

Posts: 1
Registered: 03/14/16
Re: Unclear about the 'impressions' on Amazon's advertising
Posted: Nov 9, 2016 7:12 PM   in response to: Gears Istheboss in response to: Gears Istheboss
 
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I am getting about that too. On automatic I get better (one in 400). On manual, which I presumed, in my brilliance I could do better, I get worse (1 in 1000). Go figure
penny davis

Posts: 14
Registered: 10/05/16
Re: Unclear about the 'impressions' on Amazon's advertising
Posted: Nov 10, 2016 6:18 AM   in response to: Rick A. Mullins in response to: Rick A. Mullins
 
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Actually, I have found out that my ad has been seen over 8,000 times and it has boosted my book sales quite a bit. I didn't narrow my audience down at all. I selected all audiences because I figured, what the heck...They might click the ad, read my book description and decide that it's interesting enough to buy....so far, so good...But I have also advertised quite a bit on my Facebook page and made it public, encouraging people to check out my new book on amazon and I have created a Facebook page, strictly for my book and I am well over 20,000 likes and that's a minimal guess.
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