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      The Ultimate Guide To Amazon PPC Campaigns

      Being successful on Amazon requires a lot more than just setting up your products and hoping for the best. With millions of products being sold on the platform, you’ll need to invest in some marketing efforts if you want your products to be seen.

      One of the best ways to market your products on Amazon is through PPC or Pay-Per-Click campaigns. In this article, we’ll go over everything you need to know about Amazon PPC campaigns: what they are, how they work, and tips for setting them up successfully.

      Amazon PPC Overview

      Amazon Pay-per-Click (PPC) advertising is an element of Amazon’s internal ad network. It allows you to bid for keywords that appear in search results when customers buy a product. The goal is to get your products listed higher on the Amazon landing page and drive more traffic, hopefully leading to more sales.

      They’re basically Google AdWords for Amazon products. They work similarly – you tell them what keywords your product is relevant to and how much you’re willing to pay per click when someone searches those keywords on Amazon. They’ll show your ad as a sponsored result when someone searches for those keywords.

      By managing a PPC campaign well, you can significantly boost the visibility of your product and increase sales. This will also help with organic ranking, which ensures long-term success!

      PPC Campaign Ad Types

      There are three different types of ads you can create in an Amazon PPC campaign:

      • Headline Search Ads – These show up at the top of Amazon’s search results and allow you to include a headline, two lines of text, and a link.

      • Product Display Ads – These show up on product pages and allow you to include an image, a headline, and two lines of text.

      • Sponsored Product Ads – These show up in the right-hand column on Amazon’s search results pages and allow you to include a product image, title, price, and a short description.

      Amazon PPC advertisements are effective because they link your items to where most customers browse. According to recent statistics, almost half of Amazon customers never look beyond the second results page.

      When your items appear on the first search results page, potential consumers will have no trouble purchasing your goods.

      Steps to Take If You’re Running a PPC Ad

      Before you start an Amazon PPC ad campaign, make sure you fulfill the following criteria:

      • Seller Account: An active seller account is required for all advertisers.

      • Shipping: Every merchant should provide goods to customers in any part of the United States.

      • Buy Box: If you’re an advertiser and want to use Sponsored Products to promote your business, you’ll need to adhere to the Buy Box criteria, which involves further conditions like show metrics (for cancellation rates, order defect rates, late shipment rates, etc.) and stock availability.

      • Amazon Brand Registry: This is particularly required when using a headline search ad. The goal of the Amazon brand registry is to safeguard intellectual property and improve user experience, although it may also be used to provide a variety of other benefits.

      Tips for Setting Up an Amazon PPC Campaign

      Now that we’ve gone over the basics of Amazon PPC campaigns, let’s talk about how you can get your ad up and running.

      STEP 1: Choose Which Products to Advertise

      The first step is to decide which products you want to advertise. You can choose a product already listed on Amazon or create a new listing specifically for your PPC campaign. When selecting a product to advertise, keep the following in mind:

      • Relevancy: Make sure your product is relevant to the keywords you’re targeting.

      • Competition: There’s a lot of competition for some keywords, so make sure you’re willing to pay the higher price per click.

      • Demand: Some keywords are more popular than others and will have a higher demand.

      • Availability: Make sure your product is in stock and available for purchase.

      STEP 2: Do Your Keyword Research

      The next step is to decide which keywords you want your ad to appear for. Before choosing a keyword, make sure it’s relevant and has high search volume:

      • Search Volume: This indicates the number of times people search that word or phrase on Amazon. The more searches there are, the better! But don’t get greedy; if the keyword is too competitive, it may not be worth your time.

      • Relevancy: The keyword should be relevant to your product and the customer’s search.

      • Seasonality: Make sure you’re aware of any seasonal changes that could affect your ad’s performance.

      • Competition: There’s always competition for high-traffic keywords, so be prepared to pay more for each click.

      STEP 3: Improve Your Product Listing

      Whether automated or manual advertising, your product listing is key to a successful campaign. Here are a few things you can do to improve your listing:

      • Include high-quality images: The better the image, the more likely customers will click on your ad.

      • Use keywords in your title and description: This will help increase your relevance score and ensure that your ad appears for relevant searches.

      • Include a mini-description in your title: This is an optional field but can be helpful if you want to provide additional information about the product.

      Once you’re satisfied with your product listing, it’s time to move on!

      Step 4: Create Your Campaign

      Follow these first steps to get your campaign started:

      • Access your Amazon account.
      • Select “Advertising” from the drop-down menu.
      • Choose “Create a campaign” from the drop-down menu.

      After that, you’ll need to provide some basic information about your campaign, including:

      • Your budget
      • The start and end date of the campaign
      • Your target audience (which can be based on location, demographics, interests, or purchase behavior)
      • The type of ad you’d like to create (headline search or product display

      Step 5: Select Your Targeting Options

      Once you’ve finished the initial campaign setup, Amazon will ask you to pick your targeting setting. You have the option of manually targeting prospects or having your ads automatically target them.

      • Manual targeting: Amazon displays your advertisements based on the keywords and bids you submit.
      • Automatic targeting: Your product information is used by Amazon to target your advertisements automatically.

      Step 6: Upload Your Keywords

      The maximum number of keywords that can be used in a campaign is 1,000 for Amazon PPC manual targeting. Aim for at least 30 in your campaign.

      You can manually type in keywords or upload a CSV file with your entire keyword list. If you enter keywords manually, Amazon will suggest relevant terms. You can also choose from the following:

      • Negative exact match
      • Negative phrase
      • Exact
      • Phrase
      • Broad

      Step 7. Set Your Keyword Bids

      You may get the most cost-effective offer for your various keywords by utilizing your prior keyword research. In any case, make sure your offer is based on facts. You don’t want to spend money on something that won’t work.

      On a regular basis, go over your advertisements to assess how they’re performing. Amazon will also make bid suggestions if you enable it.

      With this method of Amazon pay-per-click, you’ll be able to see where your bids can be lowered or raised to improve the campaign’s performance and ROI.

      Step 8. Submit Your Ads

      After you’ve completed all the steps, Amazon will review your campaign. Once it’s approved, your ads will start running.

      It can take up to 24 hours for your ad to be reviewed and activated. Keep in mind that if you make changes to your keywords or budget, your ads may not run until they’re re-approved by Amazon.


      Amazon PPC campaigns can be a great way to increase traffic to your product listings. It’s easy to set up and manage, with various options for targeting.

      The best way to succeed is by knowing what you’re doing from the start; organizing your keywords will save you time later. And make sure that every aspect of listing—from keyword research to product copywriting—is done effectively so that customers are drawn to your products.

      By following these simple steps, you’ll be able to create and optimize your campaign for the best results. Good luck!


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