Amazon's Weekly Impression Estimates: Test & Learn

➡️We recently tested Amazon's newly launched weekly impression estimates for suggested bids(https://lnkd.in/gk4JenSi). We adjusted bids for four keywords, keeping the estimated weekly impressions in mind. After running the test for 7+ days, here are the results:

Keyword 1:

- Bid set to $4.47
- Estimated weekly impressions: 58.9k - 87k
- Actual impressions: 21k (Less than half of the estimate)

Keyword 2:

- Bid set to $2.80
- Estimated weekly impressions: 56 - 222
- Actual impressions: 1,440 (Significantly above the estimate)

Keyword 3:

- Bid set to $3.90
- Estimated weekly impressions: 900 - 1.3k
- Actual impressions: 855 (Close to the lower range)

Keyword 4:

- Bid set to $2.71
- Estimated weekly impressions: 3k - 4.6k
- Actual impressions: 1,226 (Again, less than half the estimate)

Bidding Strategy:

We used an "Up & Down" strategy with placement adjustments:
- Top of Search: 25%
- Rest of Search: 10%
- Product Pages: 10%

➡️The suggested bid estimation tool feels inconsistent and random. In several cases, we generated far fewer impressions than estimated, even with optimal placements. Relying on these estimates for awareness campaigns might not be the best strategy—you could end up wasting money while falling short of the estimated impression numbers.

➡️Focus more on fine-tuning bids based on actual CPC, impressions, and clicks. Until Amazon improves this feature, it’s better to ignore the estimates if you want more predictable results.

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