Ad Performance Impacts Your Ad’s Chance of Being Shown with Amazon’s AMS

Great piece of advice.

chrismcmullen

Image from ShutterStock. Image from ShutterStock.

AMS ADVERTISING: CLICK HISTORY

It’s not just your cost-per-click (CPC) bid that matters.

It’s also your click history.

When you advertise with Amazon Marketing Services (AMS), click history in addition to your CPC bid determine the chances that your ad will be shown to customers.

Amazon’s bidding algorithm for advertising space via AMS takes into account the click-through rate (CTR) as well as the CPC bid.

That should make sense. You only pay for clicks; impressions are free. Also, ads with higher CTR’s and closing rates (sales per click) are more relevant to customers.

Amazon would prefer to show ads that are (A) more relevant for customers and (B) where customers are more likely to click on the ad (and then buy the product, and then be satisfied with their purchase).

A good CTR also helps you. For example, if you’re a self-published author advertising with AMS…

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