"Amazon PPC Guide: Boost Sales & Maximize ROI with Expert Strategies"
"Boost your Amazon sales with an effective PPC strategy! Learn how to set up, optimize, and manage Amazon PPC campaigns to maximize visibility, increase conversions, and lower ad costs. Start scaling your business today”
What is Amazon PPC?
Amazon PPC: Ad types + keyword match types
Amazon PPC best practices
Amazon PPC strategy for beginners
BONUS: our Amazon PPC case study
What is Amazon PPC?
Amazon PPC (Pay-Per-Click) is Amazon’s advertising model that allows sellers to promote their products by bidding on keywords. When a shopper searches for a product, Amazon displays relevant ads, and advertisers are charged only when a shopper clicks on their ad.
How many Ad types and keyword match types on amazon PPC
You get the choice of running three different types of ads with amazon PPC,
Sponsored Products
Sponsored Brands
Sponsored Display
First and foremost, Sponsored Product ads appear on Amazon’s search results and product detail pages. Additionally, these ads help retarget visitors who viewed your product but didn’t complete a purchase, increasing the chances of conversion and sales.
Next,Sponsored Brand PPC on Amazon promotes a brand and its products with visually engaging ads that appear in prominent positions on search results pages. These ads highlight a brand logo, a custom headline, and multiple products, driving brand awareness and increasing sales. It's effective for long-term brand growth.
Last but not least, Sponsored Display on Amazon is a display advertising solution that allows brands to target audiences based on their shopping behavior. Ads appear on Amazon product pages, customer review pages, and third-party websites. It helps increase product visibility, drive conversions, and retarget shoppers, offering flexible budgeting and detailed performance insights.
The three keyword match types are broad match, phrase match, and exact match, each offering different levels of targeting precision.
Broad match type
Phrase match type
Exact match type
Amazon PPC best practices
Optimize Amazon PPC by targeting relevant keywords, refining bids, using negative keywords, monitoring performance, and adjusting based on metrics.
1 Determine your goals
Understanding your goal before diving into Amazon PPC is crucial because it shapes your strategy. If your goal is brand awareness, you might bid on keywords for visibility, even at the cost of short-term profitability.
This approach differs from a goal focused on driving immediate sales, where you'd optimize for conversions and closely monitor ACOS. Defining your objective allows you to tailor your bidding strategy, budget allocation, and campaign structure to achieve long-term success or short-term targets effectively.
2 Experiment with both short and long-tail keywords
Experimenting with both short and long-tail keywords is essential for optimizing your Amazon PPC campaigns.
Short-Tail Keywords
Pros: Higher search volume, potentially more traffic.
Cons: More competitive, often leads to higher costs and lower conversion rates due to broad targeting.
Long-Tail Keywords
Pros: Lower competition, higher relevance to specific searches, often results in higher conversion rates.
Cons: Lower search volume, may require more effort in identifying profitable keywords.
By testing both, you can balance between broad visibility and high-converting, niche traffic.
Amazon PPC strategy for beginners
Amazon PPC (Pay-Per-Click) is a powerful tool for driving traffic and sales on Amazon, but it can be overwhelming for beginners. Here's a simple guide to help you get started:
1. Understand the Different Types of Amazon Ads
Sponsored Products: These ads appear in search results and on product pages. They are the most common and effective for beginners.
Sponsored Brands: These ads promote your brand and multiple products, appearing at the top of search results.
Sponsored Display: These are retargeting ads that appear on and off Amazon, targeting shoppers who viewed your products or similar items.
2. Keyword Research
Use Amazon’s keyword tools (like the auto-suggest feature, or tools like Helium 10 or Jungle Scout) to find relevant keywords.
Focus on a mix of short-tail (e.g., "shoes") and long-tail keywords (e.g., "comfortable running shoes for women") to cover both broad and specific searches.
3. Create Targeting Campaigns
Automatic Targeting: Start with automatic targeting, where Amazon decides which keywords and products your ads show for. This helps you discover new, relevant keywords.
Manual Targeting: Once you gather some data from automatic campaigns, switch to manual targeting, where you can select specific keywords or product categories to target.
4. Set Your Budget and Bids
Daily Budget: Set a reasonable budget that you’re comfortable with. Start small and scale as you see results.
Bidding Strategy: Amazon operates on an auction system. You bid for your keywords, and if your bid is high enough, your ad gets shown. Start with default or dynamic bidding (Amazon adjusts bids based on the likelihood of conversion).
5. Monitor Campaign Performance
Keep an eye on ACoS (Advertising Cost of Sale), which is the percentage of sales spent on ads. You’ll want to find a balance where your ACoS is low enough to be profitable, but high enough to get visibility.
Impressions: How often your ads are seen.
CTR (Click-Through Rate): The percentage of times your ad is clicked after being seen. A high CTR typically means your ad is relevant and compelling.
Conversion Rate: How often clicks turn into sales. Low conversion rates could mean you need to optimize your product listing or targeting.
6. Optimize Your Campaigns
Regularly pause non-performing keywords or adjust bids.
Increase bids for high-converting keywords.
Continuously refine your keyword list with new findings from automatic campaigns and search term reports.
7. Product Listing Optimization
Ensure your product listings are optimized for conversions. This includes clear product images, detailed descriptions, and relevant keywords in titles, bullet points, and descriptions.
8. Scaling Your Campaigns
As you identify which keywords and products work, increase the budget for successful campaigns.
Test different ad formats (e.g., Sponsored Brands) once you’re comfortable with Sponsored Products.
Starting with these steps will give you a solid foundation in Amazon PPC. As you progress, you can dive deeper into more advanced strategies, such as using negative keywords and split-testing ad creatives.
Amazon PPC Case Study
By refining keyword targeting and adjusting bids, we helped a client reduce their ACoS by 15% while boosting sales by 25%. Focusing on both short and long-tail keywords, we optimized their campaigns with manual targeting and data-driven adjustments. This led to increased visibility, better conversions, and a significantly higher return on ad spend.
What’s ACOS on Amazon
ACoS (Advertising Cost of Sale) is a key metric used in Amazon PPC campaigns to measure the effectiveness of advertising. It represents the percentage of sales that were spent on ads. In simple terms, it shows how much you are spending on ads for every dollar you earn in sales.
Formula for ACoS:
ACoS=(Ad SpendSales)×100ACoS
For example, if you spent $50 on ads and made $200 in sales, your ACoS would be 25% (50/200 * 100).
When managing your Amazon PPC campaigns, it's important to focus on both ad spend and sales conversion. High ACoS can indicate that your ads may not be performing optimally, requiring adjustments in your bidding or targeting strategy. I can help you. https://swifsol.com/ Optimizing product listings and regularly monitoring performance can help lower ACoS and improve profitability.
If you'd like more details on improving ACoS or adjusting your campaigns, feel free to ask!
Contacts us
https://www.linkedin.com/company/swifsol
https://www.instagram.com/swifsol/
About us
We focus on the needs of small to middle market businesses to improve and grow their return.
If you made it till here then do not forget to take a step ahead towards success with SwifSol. Start your own business today and let SwifSol be your ultimate guide throughout this journey.
Want to learn more? Visit my website at www.swifsol.com For more details or book a time with me here!
Calendly link.
https://calendly.com/swifsol/30min?back=1&month=2025-04