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How To Find & Understand Conversion Rates Of Your Amazon Products

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As competition has grown over the last few years, it has been increasingly important to test the creativity on your product detail pages to maximize conversions for your products on Amazon.

This testing requires that you understand how Amazon calculates conversion rates and where to find the data.

Amazon provides a few ways to monitor your listings’ conversion rate. Monitoring your conversion rate on Amazon can help you to:

  • Identify de-indexing events.
  • Assess the effectiveness of your advertising targeting.
  • Verify listing changes have improved conversion.

Tracking your conversion rate helps you better understand how changes you have made to your listing – or changes to the marketplace – have affected your sell-through rate.

While Amazon looks like one cohesive marketplace on the outside, it is made of much smaller platforms on the back end.

Depending on the type of physical product you are selling, your listing might be on:

  • Amazon Seller Central.
  • Amazon Vendor Central.
  • Amazon Kindle Direct Publishing (KDP).
  • Merch by Amazon.
  • Amazon Handmade.

Amazon only provides conversion rate data on a few of its selling platforms.

It is not currently possible to get an exact conversion rate from a product you are not currently selling on Amazon.

Are There External Tools I Can Use To Find My Conversion Rate?

There are many tools on the market that provide sales volume estimators.

These tools generally look at the sales rank of an item along with the category of the product.

The tools then estimate how much a product sells based on an estimation of sales for that sales rank and sub-category.

Often, these tools can be off by incredibly high margins.

In this article, you will learn how to find your conversion rate on a few popular platforms for sellers on Amazon.

We will share instructions on which platforms you can find your conversion rates and where to locate the data.

Finding Your Conversion Rate On Seller Central

If you sell your product on Amazon Seller Central, getting your conversion rate is quick and easy.

To find your conversion rate, log into your Seller Central account.

Then, navigate the top menu bar to Reports > Business Reports > Detailed Page Sales and Traffic Reports by Child Item.

(If you want to look at all of your variations (size, color, flavor) together, you can also navigate to Reports > Business Reports > Detailed Page Sales and Traffic Reports by Parent)

Screenshot from sellercentral.amazon.com; modified by author, July 2022

In this downloadable report, you can discover a lot of valuable information on the traffic and sales of your product on Amazon.

Here is a list of the information available in this report and what it tells you about your products.

Understanding The Detailed Page Sales & Traffic Report

The Detailed Page Sales and Traffic Report provides valuable information on traffic, Buy Box percentage, and Amazon Business sales.

Here is a little more about a few data points available in this report.

The Detailed Page Sales and Traffic Report is a date range report; you select the period you would like measured. The report defaults to a period of the last 30 days.

In the following definition, the statements about quotes are directly from Amazon’s descriptions of each report field.

Identifying your Unit Session percentage on AmazonScreenshot from sellercentral.amazon.com; modified by author, July 2022

Sessions

“Sessions are visits to your Amazon.com pages by a user. All activity within 24 hours is considered a session.”

If a customer comes to your product detail page, then goes to review another product, and finally returns to your product, that is one session and two page views for your product detail page.

Page Views and Sessions are global numbers. Even if you are out of stock, you will still see the total number of Page Views and Sessions on that Product Detail Page.

Page Views

“Hits in your Amazon.com presence for the selected time period.”

Page views are as described: it measures the number of page views this product has had during the date range you have set for the report.

Buy Box Percentage

“This is the percentage of page views where the buy box (the ‘add to shopping cart’ link) appeared on the page for customers to add your product to their cart.”

Understanding your Buy Box Percentage is vital to running ads or diagnosing sell-through rate issues.

For Sponsored Product Ads, your product must have the Buy Box for your ads to appear.

It is possible to have a 0% Buy Box percentage even if you are the only seller if you have a suppressed Buy Box due to pricing issues or brand health alert.

Brand Health alerts generally mean that Amazon has found your item at a lower price on a big website like Walmart, Home Depot, Lowes, Target, etc.

Unit Session Percentage

“Percentage conversion metric indicating how many units were purchased relative to the number of people who viewed the products.”

The unit session percentage is your conversion rate for that product.

You can pull this report retroactively to verify if your changes to a listing have helped the conversion rate over time.

Finding Your Conversion Rate On Vendor Central

Previously, you needed ARA Premium to find your conversion rate. However, that has changed.

Finding your conversion rate on Vendor Central is just as easy as finding your conversion rate on Seller Central.

In Vendor Central, you will go to Reports,  Analytics, then Traffic Diagnostics.

Finding Your Conversion Rate On Vendor CentralScreenshot from vendorcentral.amazon.com, July 2022

In addition, the Traffic Diagnostics Report gives you a comparison of your conversion rate compared to previous time frames.

Here you can see your change in overall conversions for a date range, or you can view your change in conversion rate by ASIN.

This report allows you to track changes in the conversion of your products over time. You can select the report range of daily, weekly, monthly, quarterly, or yearly.

Finding Your Conversion Rate On Other Amazon Platforms

The same page view and conversion data on Seller Central and Vendor Central are unavailable for the KDP platform. The KDP platform hosts Kindle and CreateSpace books on Amazon or Merch by Amazon, which provides print-on-demand t-shirts and similar merchandise.

If you are an author looking to understand the conversion rates better, you have a few additional options.

Penny C. Sansevieri, CEO and founder of Author Marketing Experts, Inc, explained:

“The most basic and obvious way to check sales is, of course, book sales. But there is also your Amazon bestseller status/rank within Amazon overall, and within each specific genre/category you are showing up in. That is a good way to see a spike in sales and/or page reads.

But keep in mind that the higher your sales rank, the less frequently your rank is updated. This means that if your sales rank is 475,000, your rank only gets updated once or twice daily; if you are at 27,000, it is updated hourly.

So, the lower your number, the more frequently you will see movement.”

Another option (if you have a physical book listed on Amazon’s KDP platform) is to open a Seller Central account and add the physical book to your inventory on Seller Central.

You will then be able to access the Detailed Page Sales and Traffic Report and the page views and sessions for that product page.

You can then manually calculate your conversion rate by taking the number of sessions divided by the number of units you sold during that period.

If you are selling on Merch by Amazon, there is currently no way for you to get access to data to calculate your conversion rate.

What Is A Good Conversion Rate On Amazon?

The next logical consideration after knowing how to locate your conversion rate for your products on Amazon is to want to evaluate your product performance against a benchmark or standard.

When looking at conversion rates for products on Amazon, one of the most significant factors is competitiveness.

For example, we would expect a cellphone case to typically has a much lower conversion rate than a more niche product.

Sometimes, an artificially high conversion or unit session percentage can indicate that you have a traffic problem.

We had a client that came to us for help with their Amazon sales. They were not getting the sales they needed on the platform.

When we looked at their Unit Session Percentage, it was well over 80%. However, the traffic they were getting to that listing was less than 400 visitors a week.

Upon further investigation, we found that their listing was only indexed for their brand name.

Re-optimizing their listing and beginning advertising on Amazon, we were quickly able to make a sharp increase in their traffic and sales, even though this lowered the Unit Session percentage rate on their product.

Considering Unit Session % In Your Advertising On Amazon

Previously, the benchmark for a good Unit Session % or conversion rate was around 20%.

In March 2020, there was a sudden drop in conversion rates across almost all verticals and products.

Amazon has said that this is due to them adding mobile data into the conversion rates. For most products, conversion rates were almost cut in half.

After this change, I recommend you aim for 7-15%.

If you have brand affinity around your products, meaning people are searching by your brand or product name to find you, we would want to see closer to 12-15% as a baseline.

We manage several accounts with an average of over 20% at a high sales velocity. These brands tend to have loyal repeat customers and strong brand affinity.

If you are a private label brand with no brand affinity, a unit session of 7% or more is what we would consider good in most categories.

If your conversion is less than this, we first recommend seeing if you can increase your conversion percentage.

You can start this by looking at potentially re-optimizing your Amazon product detail page.

If that is not possible, you will want to make sure you are adjusting as you optimize your bids for Amazon.

Conversion Data Can Impact Your Entire Sales Cycle

Your product conversion rate on Amazon can affect your sales cycle, organic ranking, and how your ads appear.

Use your conversion rate to monitor how changes to your product listings have affected your sales and new competition in the marketplace.

Then, apply your conversion data to benchmark product and marketplace changes.

This data will help you optimize your listing for better sales and results from product advertising.

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Google Dials Back AI Overviews In Search Results, Study Finds

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Photo of a mobile device in mans hand with generative google AI Overview on the screen.

According to new research, Google’s AI-generated overviews have undergone significant adjustments since the initial rollout.

The study from SE Ranking analyzed 100,000 keywords and found Google has greatly reduced the frequency of AI overviews.

However, when they appear, they’re more detailed than they were previously.

The study digs into which topics and industries are more likely to get an AI overview. It also looks at how the AI snippets interact with other search features like featured snippets and ads.

Here’s an overview of the findings and what they mean for your SEO efforts.

Declining Frequency Of AI Overviews

In contrast to pre-rollout figures, 8% of the examined searches now trigger an AI Overview.

This represents a 52% drop compared to January levels.

Yevheniia Khromova, the study’s author, believes this means Google is taking a more measured approach, stating:

“The sharp decrease in AI Overview presence likely reflects Google’s efforts to boost the accuracy and trustworthiness of AI-generated answers.”

Longer AI Overviews

Although the frequency of AI overviews has decreased, the ones that do appear provide more detailed information.

The average length of the text has grown by nearly 25% to around 4,342 characters.

In another notable change, AI overviews now link to fewer sources on average – usually just four links after expanding the snippet.

However, 84% still include at least one domain from that query’s top 10 organic search results.

Niche Dynamics & Ranking Factors

The chances of getting an AI overview vary across different industries.

Searches related to relationships, food and beverages, and technology were most likely to trigger AI overviews.

Sensitive areas like healthcare, legal, and news had a low rate of showing AI summaries, less than 1%.

Longer search queries with ten words were more likely to generate an AI overview, with a 19% rate indicating that AI summaries are more useful for complex information needs.

Search terms with lower search volumes and lower cost-per-click were more likely to display AI summaries.

Other Characteristics Of AI Overviews

The research reveals that 45% of AI overviews appear alongside featured snippets, often sourced from the exact domains.

Around 87% of AI overviews now coexist with ads, compared to 73% previously, a statistic that could increase competition for advertising space.

What Does This Mean?

SE Ranking’s research on AI overviews has several implications:

  1. Reduced Risk Of Traffic Losses: Fewer searches trigger AI Overviews that directly answer queries, making organic listings less likely to be demoted or receive less traffic.
  2. Most Impacted Niches: AI overviews appear more in relationships, food, and technology niches. Publishers in these sectors should pay closer attention to Google’s AI overview strategy.
  3. Long-form & In-Depth Content Essential: As AI snippets become longer, companies may need to create more comprehensive content beyond what the overviews cover.

Looking Ahead

While the number of AI overviews has decreased recently, we can’t assume this trend will continue.

AI overviews will undoubtedly continue to transform over time.

It’s crucial to monitor developments closely, try different methods of dealing with them, and adjust game plans as needed.


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10 Tips on How to Rock a Small PPC Budget

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10 Tips on How to Rock a Small PPC Budget

Many advertisers have a tight budget for pay-per-click (PPC) advertising, making it challenging to maximize results.

One of the first questions that often looms large is, “How much should we spend?” It’s a pivotal question, one that sets the stage for the entire PPC strategy.

Read on for tips to get started or further optimize budgets for your PPC program to maximize every dollar spent.

1. Set Expectations For The Account

With a smaller budget, managing expectations for the size and scope of the account will allow you to keep focus.

A very common question is: How much should our company spend on PPC?

To start, you must balance your company’s PPC budget with the cost, volume, and competition of keyword searches in your industry.

You’ll also want to implement a well-balanced PPC strategy with display and video formats to engage consumers.

First, determine your daily budget. For example, if the monthly budget is $2,000, the daily budget would be set at $66 per day for the entire account.

The daily budget will also determine how many campaigns you can run at the same time in the account because that $66 will be divided up among all campaigns.

Be aware that Google Ads and Microsoft Ads may occasionally exceed the daily budget to maximize results. The overall monthly budget, however, should not exceed the Daily x Number of Days in the Month.

Now that we know our daily budget, we can focus on prioritizing our goals.

2. Prioritize Goals

Advertisers often have multiple goals per account. A limited budget will also limit the number of campaigns – and the number of goals – you should focus on.

Some common goals include:

  • Brand awareness.
  • Leads.
  • Sales.
  • Repeat sales.

In the example below, the advertiser uses a small budget to promote a scholarship program.

They are using a combination of leads (search campaign) and awareness (display campaign) to divide up a daily budget of $82.

Screenshot from author, May 2024

The next several features can help you laser-focus campaigns to allocate your budget to where you need it most.

Remember, these settings will restrict traffic to the campaign. If you aren’t getting enough traffic, loosen up/expand the settings.

3. Location Targeting

Location targeting is a core consideration in reaching the right audience and helps manage a small ad budget.

To maximize a limited budget, you should focus on only the essential target locations where your customers are located.

While that seems obvious, you should also consider how to refine that to direct the limited budget to core locations. For example:

  • You can refine location targeting by states, cities, ZIP codes, or even a radius around your business.
  • Choosing locations to target should be focused on results.
  • The smaller the geographic area, the less traffic you will get, so balance relevance with budget.
  • Consider adding negative locations where you do not do business to prevent irrelevant clicks that use up precious budget.

If the reporting reveals targeted locations where campaigns are ineffective, consider removing targeting to those areas. You can also try a location bid modifier to reduce ad serving in those areas.

managing ppc budget by location interactionScreenshot by author from Google Ads, May 2024

4. Ad Scheduling

Ad scheduling also helps to control budget by only running ads on certain days and at certain hours of the day.

With a smaller budget, it can help to limit ads to serve only during hours of business operation. You can choose to expand that a bit to accommodate time zones and for searchers doing research outside of business hours.

If you sell online, you are always open, but review reporting for hourly results over time to determine if there are hours of the day with a negative return on investment (ROI).

Limit running PPC ads if the reporting reveals hours of the day when campaigns are ineffective.

Manage a small ppc budget by hour of dayScreenshot by author from Google Ads, May 2024

5. Set Negative Keywords

A well-planned negative keyword list is a golden tactic for controlling budgets.

The purpose is to prevent your ad from showing on keyword searches and websites that are not a good match for your business.

  • Generate negative keywords proactively by brainstorming keyword concepts that may trigger ads erroneously.
  • Review query reports to find irrelevant searches that have already led to clicks.
  • Create lists and apply to the campaign.
  • Repeat on a regular basis because ad trends are always evolving!

6. Smart Bidding

Smart Bidding is a game-changer for efficient ad campaigns. Powered by Google AI, it automatically adjusts bids to serve ads to the right audience within budget.

The AI optimizes the bid for each auction, ideally maximizing conversions while staying within your budget constraints.

Smart bidding strategies available include:

  • Maximize Conversions: Automatically adjust bids to generate as many conversions as possible for the budget.
  • Target Return on Ad Spend (ROAS): This method predicts the value of potential conversions and adjusts bids in real time to maximize return.
  • Target Cost Per Action (CPA): Advertisers set a target cost-per-action (CPA), and Google optimizes bids to get the most conversions within budget and the desired cost per action.

7. Try Display Only Campaigns

display ads for small ppc budgetsScreenshot by author from Google Ads, May 2024

For branding and awareness, a display campaign can expand your reach to a wider audience affordably.

Audience targeting is an art in itself, so review the best options for your budget, including topics, placements, demographics, and more.

Remarketing to your website visitors is a smart targeting strategy to include in your display campaigns to re-engage your audience based on their behavior on your website.

Let your ad performance reporting by placements, audiences, and more guide your optimizations toward the best fit for your business.

audience targeting options for small ppc budgetScreenshot by Lisa Raehsler from Google Ads, May 2024

8. Performance Max Campaigns

Performance Max (PMax) campaigns are available in Google Ads and Microsoft Ads.

In short, automation is used to maximize conversion results by serving ads across channels and with automated ad formats.

This campaign type can be useful for limited budgets in that it uses AI to create assets, select channels, and audiences in a single campaign rather than you dividing the budget among multiple campaign types.

Since the success of the PMax campaign depends on the use of conversion data, that data will need to be available and reliable.

9. Target Less Competitive Keywords

Some keywords can have very high cost-per-click (CPC) in a competitive market. Research keywords to compete effectively on a smaller budget.

Use your analytics account to discover organic searches leading to your website, Google autocomplete, and tools like Google Keyword Planner in the Google Ads account to compare and get estimates.

In this example, a keyword such as “business accounting software” potentially has a lower CPC but also lower volume.

Ideally, you would test both keywords to see how they perform in a live campaign scenario.

comparing keywords for small ppc budgetsScreenshot by author from Google Ads, May 2024

10. Manage Costly Keywords

High volume and competitive keywords can get expensive and put a real dent in the budget.

In addition to the tip above, if the keyword is a high volume/high cost, consider restructuring these keywords into their own campaign to monitor and possibly set more restrictive targeting and budget.

Levers that can impact costs on this include experimenting with match types and any of the tips in this article. Explore the opportunity to write more relevant ad copy to these costly keywords to improve quality.

Every Click Counts

As you navigate these strategies, you will see that managing a PPC account with a limited budget isn’t just about monetary constraints.

Rocking your small PPC budgets involves strategic campaign management, data-driven decisions, and ongoing optimizations.

In the dynamic landscape of paid search advertising, every click counts, and with the right approach, every click can translate into meaningful results.

More resources: 


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What Are They Really Costing You?

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What Are They Really Costing You?

This post was sponsored by Adpulse. The opinions expressed in this article are the sponsor’s own.

As managers of paid media, one question drives us all: “How do I improve paid ad performance?”. 

Given that our study found close variant search terms perform poorly, yet more than half of the average budget on Google & Microsoft Ads is being spent on them, managing their impact effectively could well be one of your largest optimization levers toward driving significant improvements in ROI. 

“Close variants help you connect with people who are looking for your business, despite slight variations in the way they search.” support.google.com

Promising idea…but what about the execution?

We analyzed over 4.5 million clicks and 400,000 conversions to answer this question: With the rise in close variants (intent matching) search terms, what impact are they having on budgets and account performance? Spoiler alert, the impact is substantial. 


True Match Vs. Close Variants: How Do They Perform?

To understand close variant (CV) performance, we must first define the difference between a true match and a close variant. 

 

What Is a True Match? 

We still remember the good-old-days where keyword match types gave you control over the search terms they triggered, so for this study we used the literal match types to define ‘close variant’ vs ‘true match’. 

  • Exact match keyword => search term matches the keyword exactly. 
  • Phrase match keyword => search term must contain the keyword (same word order).
  • Broad match keyword => search term must contain every individual word in the keyword, but the word order does not matter (the way modified broad match keywords used to work).   

 

What Is a Close Variant? 

If you’re not familiar with close variants (intent matching) search terms, think of them as search terms that are ‘fuzzy matched’ to the keywords you are actually bidding on. 

Some of these close variants are highly relevant and represent a real opportunity to expand your keywords in a positive way. 

Some are close-ish, but the conversions are expensive. 

And (no shocks here) some are truly wasteful. 

….Both Google and Microsoft Ads do this, and you can’t opt-out.

To give an example: if you were a music therapist, you might bid on the phrase match keyword “music therapist”. An example of a true match search term would be ‘music therapist near me’ because it contains the keyword in its true form (phrase match in this case) and a CV might be ‘music and art therapy’.


How Do Close Variants Compare to True Match?

Short answer… poorly, on both Google and Microsoft Ads. Interestingly however, Google showed the worst performance on both metrics assessed, CPA and ROAS. 

Image created by Adpulse, May 2024

1718772963 395 What Are They Really Costing You

Image created by Adpulse, May 2024

Want to see the data – jump to it here…

CVs have been embraced by both platforms with (as earlier stated), on average more than half of your budget being spent on CV variant matches. That’s a lot of expansion to reach searches you’re not directly bidding for, so it’s clearly a major driver of performance in your account and, therefore, deserving of your attention. 

We anticipated a difference in metrics between CVs and true match search terms, since the true match search terms directly align with the keywords you’re bidding on, derived from your intimate knowledge of the business offering. 

True match conversions should therefore be the low-hanging fruit, leaving the rest for the platforms to find via CVs. Depending on the cost and ROI, this isn’t inherently bad, but logically we would assume CVs would perform worse than true matches, which is exactly what we observed. 


How Can You Limit Wastage on Close Variants?

You can’t opt out of them, however, if your goal is to manage their impact on performance, you can use these three steps to move the needle in the right direction. And of course, if you’re relying on CVs to boost volume, you’ll need to take more of a ‘quality-screening’ rather than a hard-line ‘everything-must-go’ approach to your CV clean out!

 

Step 1: Diagnose Your CV Problem 

We’re a helpful bunch at Adpulse so while we were scoping our in-app solution, we built a simple spreadsheet that you can use to diagnose how healthy your CVs are. Just make a copy, paste in your keyword and search term data then run the analysis for yourself. Then you can start to clean up any wayward CVs identified. Of course, by virtue of technology, it’s both faster and more advanced in the Adpulse Close Variant Manager 😉.

 

Step 2: Suggested Campaign Structures for Easier CV Management  

Brand Campaigns

If you don’t want competitors or general searches being matched to your brand keywords, this strategy will solve for that. 

Set up one ad group with your exact brand keyword/s, and another ad group with phrase brand keyword/s, then employ the negative keyword strategies in Step 3 below. You might be surprised at how many CVs have nothing to do with your brand, and identifying variants (and adding negative keywords) becomes easy with this structure.

Don’t forget to add your phrase match brand negatives to non-brand campaigns (we love negative lists for this).

Non-Brand Campaigns with Larger Budgets

We suggest a campaign structure with one ad group per match type:

Example Ad Groups:

    • General Plumbers – Exact
    • General Plumbers – Phrase
    • General Plumbers – Broad
    • Emergency Plumbers – Exact
    • Emergency Plumbers – Phrase
    • Emergency Plumbers – Broad

This allows you to more easily identify variants so you can eliminate them quickly. This also allows you to find new keyword themes based on good quality CVs, and add them easily to the campaign. 

Non-Brand Campaigns with Smaller Budgets

Smaller budgets mean the upside of having more data per ad group outweighs the upside of making it easier to trim unwanted CVs, so go for a simpler theme-based ad group structure:

Example Ad Groups:

    • General Plumbers
    • Emergency Plumbers

 

Step 3: Ongoing Actions to Tame Close Variants

Adding great CVs as keywords and poor CVs as negatives on a regular basis is the only way to control their impact.

For exact match ad groups we suggest adding mainly root negative keywords. For example, if you were bidding on [buy mens walking shoes] and a CV appeared for ‘mens joggers’, you could add the single word “joggers” as a phrase/broad match negative keyword, which would prevent all future searches that contain joggers. If you added mens joggers as a negative keyword, other searches that contain the word joggers would still be eligible to trigger. 

In ad groups that contain phrase or broad match keywords you shouldn’t use root negatives unless you’re REALLY sure that the root negative should never appear in any search term. You’ll probably find that you use the whole search term added as an exact match negative much more often than using root negs.


The Proof: What (and Why) We Analyzed

We know CVs are part of the conversations marketers frequently have, and by virtue of the number of conversations we have with agencies each week, we’ve witnessed the increase of CV driven frustration amongst marketers. 

Internally we reached a tipping point and decided to data dive to see if it just felt like a large problem, or if it actually IS a large enough problem that we should devote resources to solving it in-app. First stop…data. 

Our study of CV performance started with thousands of Google and Microsoft Ads accounts, using last 30-day data to May 2024, filtered to exclude:

  • Shopping or DSA campaigns/Ad Groups.
  • Accounts with less than 10 conversions.
  • Accounts with a conversion rate above 50%.
  • For ROAS comparisons, any accounts with a ROAS below 200% or above 2500%.

Search terms in the study are therefore from keyword-based search campaigns where those accounts appear to have a reliable conversion tracking setup and have enough conversion data to be individually meaningful.

The cleaned data set comprised over 4.5 million clicks and 400,000 conversions (over 30 days) across Google and Microsoft Ads; a large enough data set to answer questions about CV performance with confidence.

Interestingly, each platform appears to have a different driver for their lower CV performance. 

CPA Results:

Google Ads was able to maintain its conversion rate, but it chased more expensive clicks to achieve it…in fact, clicks at almost double the average CPC of true match! Result: their CPA of CVs worked out roughly double the CPA of true match.                 

Microsoft Ads only saw slightly poorer CPA performance within CVs; their conversion rate was much lower compared to true match, but their saving grace was that they had significantly lower CPCs, and you can afford to have a lower conversion rate if your click costs are also lower. End outcome? Microsoft Ads CPA on CVs was only slightly more expensive when compared to their CPA on true matches; a pleasant surprise 🙂.

What Are They Really Costing You

Image created by Adpulse, May 2024

ROAS Results:

Both platforms showed a similar story; CVs delivered roughly half the ROAS of their true match cousins, with Microsoft Ads again being stronger overall. 

 

1718772963 395 What Are They Really Costing You

Image created by Adpulse, May 2024

Underlying Data:

For the data nerds amongst us (at Adpulse we self-identify here !) 

1718772963 88 What Are They Really Costing You

Image created by Adpulse, May 2024


TL;DR

Close variant search terms consume, on average, more than half an advertiser’s budget whilst in most cases, performing significantly worse than search terms that actually match the keywords. How much worse? Read above for details ^. Enough that managing their impact effectively could well be one of your largest optimization levers toward driving significant improvements in account ROI. 


Image Credits

Featured Image: Image by Adpulse. Used with permission.

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