Where can I see the click-through rate of Amazon ads? How can I improve it?

Everyone is familiar with Amazon. Many people have opened stores here. Once cross-border e-commerce is established, it can make a lot of money. Everyone needs to promote and advertise when opening a store. Where can I see the click-through rate of Amazon ads?

1. Where can I see the click-through rate of Amazon ads?

Amazon click-through rate calculation formula: CTR click-through rate = Clicks (clicks) / Impressions (impressions) * 100%.

Generally speaking, a normal CTR rate should be in the range of 0.4~0.8. That is to say, it is normal to have at least 40 to 80 clicks for 100 exposures.

The click-through rate of different display positions is also different, which is generally determined by the intensity of the customer's purchasing motivation.

1. When searching for products through keywords in the search box, customers have a clear purpose for purchasing the products and the click-through rate is the highest.

2. Products searched through the associated positions on the product details page are generally similar products, same type products or complementary products recommended by the Amazon search system.

3. For the advertising products searched in the related positions of flash sales, customers are looking for the purpose of purchasing discounted products. Their purchasing demand is not strong enough and they pay more attention to the cost-effectiveness of the products. When the price of the product is not particularly discounted, customers generally will not click, so the click-through rate is relatively low.

4. Other advertising placements are generally those that appear when customers have not yet made a purchase decision or have already decided to purchase a product, and the product click-through rate is relatively low.

These four ad positions are roughly ranked according to their overall click-through rates:

Home search display position ≥ Details page associated display position > Flash sale activity associated position = Other advertising display positions

2. How to increase click-through rate?

1. Main image

To increase the click-through rate of pictures, you need to optimize the main picture and the auxiliary picture. The main picture is very important. Whether the main picture is attractive or not directly determines whether consumers will click to buy. In fact, the optimization of the main picture is very simple. You can enter the keywords of similar products in the front-end search box of Amazon. Think of yourself as a buyer. When you see these pictures, which products will you want to click on? List the common features of these products you want to click on. In addition to the above thinking from the user's perspective, in order to avoid serious homogeneity of the main pictures of other merchants, sellers can try to take pictures from different angles. It is best to shoot from various angles such as top, bottom, left, and right, and then test which angle has a higher click-through rate for the main picture, which can be used as the direction of later operation optimization. Pay attention to color matching, capture consumers' visual attention, increase clicks, and attract consumers to learn more about the product.

2. Auxiliary pictures

The auxiliary picture is a supplement to the product information in the main picture. Therefore, sellers can arrange the products covered in the package in order before shooting, and disassemble the product structure into auxiliary pictures to let consumers understand the product more intuitively. Try to make the picture scene-based instead of parameterized. By matching the selling point picture with the scene picture, the advantages and appeal of the product can be demonstrated more quickly.

3. Title

A good title needs to contain information related to the product and allow customers to make the right purchase without looking at any other product information. Keywords in the title can give consumers a general idea of ​​the products in the listing when browsing and clicking. Sellers can research more keywords to ensure that the keywords in the title match the user's search. Don't forget to add the brand in the title.

Everyone should know how to check the click-through rate of Amazon ads. If you want to increase the click-through rate of your product, there are many ways, such as setting a logo, a mark, setting a preferential price, etc. You can set it according to the situation of the product!

Recommended reading:

What to do if Amazon ads have low click-through rates? What are the reasons?

What is the appropriate click-through rate for Amazon ads? How to improve it?

What are the overall strategies for Amazon advertising? What are the techniques?