From Impressions to Conversions: How to Engineer Ad Efficiency on Amazon

High impression counts do not always translate into strong performance. For example, many brands audited show excellent reach but deliver a limited return on investment. Often, a previous agency has convinced a brand that campaigns generating zero sales are acceptable “brand awareness” activity.

While these facts can sometimes be justified (as shown by a gradual increase in total sales), it frequently signals poor targeting or a mismatch in audience intent. During busy trading periods, the main issue is usually not visibility; instead, it is about relevance.

Market Rocket strongly advocates for brand awareness or upper-funnel campaigns. However, the focus is on ensuring every impression serves a clear purpose. High exposure becomes truly valuable only when it results in measurable commercial outcomes at some point in the customer’s consideration cycle. Therefore, the key is to align the campaign structure, bidding strategy, and listing experience directly with the audience’s intent.

Refine Targeting With Data

Begin by reviewing search term reports and identifying keywords that have generated at least five orders and shown a strong Return on Ad Spend (ROAS) over a 14-to-30-day period. Once identified, these keywords should be moved into their campaigns. This allows for much tighter bid control.

Moreover, use Brand Impression Share data to pinpoint high-converting branded terms that currently have low visibility. Adjusting bids on these terms can help capture incremental, profitable traffic. These results should be combined with Search Query Performance metrics. Using both datasets ensures that prioritised terms have the highest relevance and probability of conversion.

Aligning Bids to Conversion Probability

The bidding strategy should directly reflect the likelihood of a purchase. For instance, Exact match terms, which have a proven conversion history, warrant higher bids. Conversely, Phrase match terms are better suited for mid-funnel discovery, so moderate bids are appropriate. Finally, Broad match terms should use conservative bids, as the result allows for controlled testing and exploration.

It is important to use placement bid adjustments with care. Consider increasing “Top of Search” bids in cases where the ROAS is robust. Conversely, “Product Page” placements should be scaled back when click volume increases but conversions do not follow.

Remove Waste And Strengthen Listings

Negative targeting helps maintain efficient spending. This involves excluding search terms that generate many clicks but few or no orders. Additionally, irrelevant competitor searches and ASIN placements that result in a weak Click-Through Rate (CTR) or Conversion Rate (CVR) should also be excluded.

However, if the CTR is strong while sales remain low, the listing itself is likely the limiting factor. Therefore, it is important to ensure that the A+ contents, imagery, titles, and pricing are fully optimised across both desktop and mobile platforms. This step ensures that the traffic generated is converted efficiently.

Converting Visibility Into Growth

Achieving success on Amazon is not about broad reach; it is about sharp precision. This is where Market Rocket steps in. The company transforms campaigns that have high impressions but low conversion rates. Instead, Market Rocket focuses on structured, data-driven strategies that help brands scale profitably. The approach simultaneously maintains the brands’ category visibility.

Want to see your Amazon performance skyrocket?  Book a call with our team or email us at amazon@marketrocket.co.uk to take your brand to the next level.