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Amazon PPC Management Strategies: Secrets to Increase Your Revenue

Amazon PPC Management Strategies: Secrets to Increase Your Revenue


February 20, 2023

Amazon PPC Management Strategies: Secrets to Increase Your Revenue

Amazon PPC Management Strategies: Secrets to Increase Your Revenue

Are you an Amazon seller looking to increase your sales and visibility on the platform? But feel tired and lost in the Amazon PPC wilderness? 

It's time to blaze a trail of success with our expert guide to Amazon PPC management strategies! 

With the right strategy in place, you can boost your sales, outsmart your competitors, and reach your business goals faster than you can say "Prime shipping". So strap in, adjust your seat back, and let's explore the world of Amazon PPC Management together.

From finding your target audience to optimizing your bids, we'll show you how to conquer the jungle of online advertising and dominate the competition. 

With our tips, tricks, and insights, you'll be armed and dangerous with the tools you need to supercharge your sales and leave your rivals in the dust. So grab your machete, put on your explorer hat, and get ready to embark on a wild ride to PPC glory!

What is Amazon PPC? 

Amazon PPC stands for Amazon Pay-Per-Click, which is a type of online advertising available on the Amazon platform. With Amazon PPC, advertisers can create and display sponsored product ads that appear in search results and on product detail pages. Advertisers are only charged when a shopper clicks on their ad, hence the name "pay-per-click."

What is Amazon PPC Management?

Amazon PPC Management refers to the process of managing pay-per-click (PPC) advertising campaigns on the Amazon advertising platform. It allows sellers and brands to display their products in front of Amazon customers through sponsored ads.

The goal of Amazon PPC management is to optimize advertising campaigns to drive sales and increase the visibility of products on the Amazon marketplace. This involves:

  • targeting the right audience
  • choosing relevant keywords
  • setting bid amounts
  • creating ad copy and images
  • analyzing campaign performance to make data-driven decisions.

Effective Amazon PPC management can help 

  • increase product visibility
  • drive more sales
  • boost brand recognition on the Amazon marketplace. 

It requires ongoing monitoring, testing, and optimization to ensure that campaigns perform well and deliver the desired results.

amazon ppc management

Why Amazon PPC Management is Important?

The goal of Amazon PPC management is to optimize advertising campaigns to drive sales and increase the visibility of products on the Amazon marketplace. This involves targeting the right audience, choosing relevant keywords, setting bid amounts, creating ad copy and images, and analyzing campaign performance to make data-driven decisions.

Effective Amazon PPC management can help increase product visibility, drive more sales, and boost brand recognition on the Amazon marketplace. It requires ongoing monitoring, testing, and optimization to ensure that campaigns perform well and deliver the desired results.

Choosing the Best Amazon PPC Ad Type for Your Company

79% of Amazon SMB sellers promote their items both on and off Amazon. However, Amazon provides three ad formats when launching your first PPC campaign. You can select the most suitable ad type according to your goal. 

  • Sponsored Products  
  • Sponsored Brands ads 
  • Sponsored Display ads 

Used by 77%, of Amazon SMB sellers, Sponsored Products are advertisements that appear on Amazon’s search results pages and product detail pages. You bid on keywords and place bids to have their ads shown to customers who are searching for specific products on Amazon. The advertisements appear near the top or bottom of the search results page and are marked as "Sponsored" to indicate that they are ads.

You can utilize one of two keyword targeting tactics when establishing Sponsored Products ads: automated targeting or manual targeting. 

amazon ppc management

Automatic Targeting 

It allows you to target their ads to relevant search terms and products automatically, without having to manually select keywords or create ad campaigns.

When automatic targeting is enabled, Amazon's machine learning algorithms analyze your product data, including product title, description, and category, to identify relevant search terms and products that are likely to result in a sale. The algorithms then automatically create and manage a campaign on your behalf, optimizing bids and targeting to maximize the performance of the ad campaign.

However, you can still make manual adjustments to your automatic campaigns. You have access to four distinct keyword match kinds inside automated targeting:

  • Close Match: When customers enter search phrases that are closely relevant to the item you're offering, near-match advertisements will surface.

  • Loose Match: When customers look for terms that are only slightly linked to your offering, loose match advertising emerges.
  • Substitutes: Customers who are considering purchasing a product that is identical to yours but is provided by a different brand are the target market for substitutes (e.g., a Cuisinart blender instead of a KitchenAid blender)
  • Complements: Target customers visiting the detail pages of complementary items (e.g., concealer to go with a primer)

This is the simpler targeting strategy from the seller's standpoint, as the word "automated" suggests. The drawback is that it doesn't have the same optimization choices as other ad kinds.

Manual Targeting 

It allows you to create and manage your ad campaigns and select the keywords, products, and audiences that you want to target. With manual targeting, you have more control over your advertising efforts and can fine-tune your campaigns to meet specific goals and objectives.

For manual targeting, you have to choose the keywords you want to target, set bids for each keyword, and create ad groups. The ad groups can contain one or more ads, and each ad can feature a product image and text, as well as a target keyword.

Once a manual Sponsored Products ad campaign is live, you can track its performance and make adjustments as needed, such as increasing bids for high-performing keywords or creating new ads to target additional keywords.

Sponsored Brands allow you to promote your brand and multiple products through a branded logo and headline. These ads appear at the top of Amazon's search results pages. Sponsored Brands ads feature a logo or brand name, a headline, and up to three product images. 

With Sponsored Brands, you may select from three forms that can either show up further down the page as a video or at the top of the Amazon search results as headline banners. The brand's logo, unique slogan, and two or more products are often included in "product collection" and "store spotlight" advertisements, whereas the "video" format consists of a 15–30-second-long video presenting a single product.

You may retarget customers who have viewed your product detail pages both on and off of Amazon by using Sponsored Display advertising. Sponsored Display Ads, in contrast to Sponsored Products and Sponsored Brands Ads, may show on Amazon's associate websites, such as Google, Facebook, Netflix, and even mobile applications. A seller must have a registered brand to use them, just like Sponsored Brands advertisements.

Only 25% of third-party Amazon sellers utilize Sponsored Display PPC advertisements, which are the newest kind of PPC and haven't nearly attained the level of popularity of Sponsored Products and Sponsored Brands.

How to Create an Amazon PPC Campaign

  1. Campaign creation: The first step is to create a PPC campaign in the Amazon Advertising Console. You'll need to set a budget, choose keywords, and write ad copy to promote your product.
  2. Keyword selection: You'll need to choose keywords that are relevant to your product and that you think customers might use when searching for products like yours on Amazon.
  3. Ad copy creation: You'll need to write ad copy that's compelling and includes your selected keywords. This ad copy will appear in sponsored product listings.
  4. Bid placement: You'll need to place a bid for each keyword, which is the maximum amount you're willing to pay each time someone clicks on one of your sponsored product listings.
  5. Campaign monitoring: Once your campaign is running, you'll need to monitor it regularly to see how it's performing and make adjustments as needed.
  6. Cost per click (CPC): Every time someone clicks on one of your sponsored product listings, you'll be charged the amount of your bid or the amount of the next highest bid, whichever is lower. This is known as your cost per click (CPC).

To determine which form of PPC ad campaign is ideal for your product/brand, experiment with automated and manual keyword targeting.

  • Perform in-depth keyword research
  • Set daily budgets and default bids that are at least 50% higher than what Amazon advises when you first start.
  • Allow at least two weeks for ad campaigns to run before running reports and making alterations.
  • Find keywords for your manual ads by using ad information from your automated campaigns.
  • Make sure a keyword receives at least 10 clicks before changing or eliminating it from a manual campaign.

Strategies for Effective Amazon PPC Management 

Following are some of the strategies for managing your Amazon PPC campaigns like a pro. 

  1. Use Automation Tools 

Managing multiple campaigns with hundreds of keywords can be a daunting task. That’s why automated tools exist to help streamline the process and simplify your job. Automation tools allow you to track all your campaigns in one place, measure performance, conduct keyword research, and even optimize bids in real-time. 

By automating the tedious aspects of campaign management, you can free up more time to focus on what matters most—creating great products and providing excellent customer service. 

  1. Research Keywords Before Launching 

Campaigns Choosing the right keywords is critical when launching an Amazon PPC campaign. You want to use keywords that customers are likely to search for but that doesn’t have too much competition from other sellers bidding on them. 

To find these sweet spot keywords, start by researching similar products in your niche and see which words they target in their ads. 

You should also keep an eye on trends in the industry so that you can stay ahead of the competition when it comes to targeting new keywords with potential growth opportunities. Finally, use keyword matching options such as phrase match or exact match to ensure only relevant searches trigger your ads. This will help reduce wasteful spending while ensuring maximum visibility for each keyword you choose to target. 

  1. Analyze Performance Regularly 

Once your campaigns are up and running, it’s important to analyze performance regularly so that you can make sure they’re working as intended. Evaluate metrics such as impressions (the number of times people have seen an ad), click-through rate (the percentage of people who clicked on an ad after seeing it), conversion rate (the percentage of people who purchased a product after clicking on the ad), cost per click (how much money was spent for each click received), average order value (how much money is spent per order), etc., to decide which areas need improvement or optimization. 

Doing this regularly will help ensure that every penny spent is being used efficiently and effectively toward achieving ROI goals set by your business objectives.

Why Hire an Amazon PPC Management Agency?

There are several reasons why you should choose to hire an Amazon PPC (pay-per-click) management agency:

  • Expertise and experience: An experienced Amazon PPC management agency has the knowledge and experience to create effective campaigns and maximize return on investment.
  • Time-saving: Running a successful Amazon PPC campaign can be time-consuming and require ongoing optimization and maintenance. An agency can handle these tasks and free up a company's time to focus on other aspects of its business.
  • Cost-effective: Hiring an agency can be more cost-effective than building an in-house team, especially for small and medium-sized businesses.
  • Data-driven decision-making: An agency has access to advanced tools and data to track and analyze campaign performance and make informed decisions.
  • Access to a wider range of resources: An agency often has a team of experts with a range of skills, such as copywriters, designers, and data analysts, who can provide additional support and resources for a campaign.

Keeping up with Amazon's constantly changing algorithms: Amazon regularly updates its algorithms, and an agency can help ensure that a company's campaigns are in compliance and adjusted as needed.

By hiring an Amazon PPC management agency, companies can benefit from the expertise, resources, and data-driven decision-making that can lead to more effective and profitable campaigns.


What is PPC Ads?

PPC, or pay-per-click, is a method of online marketing in which advertisers pay a charge each time one of their advertisements is clicked. Simply put, you only pay for advertising when your ad is clicked on. It is simply a means of 'buying' visits to your website in addition to boosting organic internet traffic.

Why is PPC important for Amazon sellers? 

Without PPC, it is unlikely that your items would ever be viewed on Amazon, making it essential for success. Whether you're expanding, conquering, or sustaining, your Sponsored Product Ads, Sponsored Brand Ads, and Sponsored Brand Video Ads are all essential components of your overall Amazon Advertising plan.

What is Amazon’s PPC cost?

Cost-per-click, in general, refers to the amount a business spends for a potential customer to click on one of its products. When you establish your ad campaign on Amazon, you may choose a spending limit and a deadline. Your PPC expenses might range on average from $0.10 to $6.00 per click.

What is the best PPC Strategy? 

Strategies for the best PPC campaigns in 2023
Utilize the Promotion Expansion.
Consider Your PPC Voice Search.
Pay Closer Attention to PPC Ads for Mobile.
Utilize Target Outranking Share to set yourself out from your Competition.
To target the appropriate visitors, set the location bid adjustment.
Set a certain cost per conversion


Amazon PPC management is no easy feat—it takes skill, knowledge, and dedication to get it right! Fortunately, there are plenty of resources available online if you need help getting started or want expert advice on how best to manage these campaigns successfully over time. Whether researching powerful keywords before launching a campaign or analyzing performance metrics after launch, these tips will help ensure all efforts put into Amazon PPC management pay off now and in the long run!