5 min read

Boost Your Sales With Amazon PPC Strategy

Written by
Vanessa Hung
January 25, 2024

Have you ever wondered how to break through the noise and stand out among millions of products on Amazon? You achieve that with Amazon PPC (Pay-Per-Click) strategies!

This powerful advertising approach can propel your products right into your customers' line of sight, boosting visibility, clicks, and, ultimately, sales.

Read on to learn how to plan an Amazon PPC strategy to help increase your advertising ROI and drive more sales for your business.

1. Start With Low-Competition Keywords

For an effective Amazon PPC campaign, start by targeting low-competition, long-tail keywords with high purchase intent, allowing easier ranking and sales.

Then gradually progress from specific phrases, like 'handmade wooden chopping board,' to more generic terms, like 'wooden cutting board.' It's crucial that these targeted keywords remain relevant to your product to avoid non-converting ads.

It's vital to choose keywords relevant to your product and conduct thorough keyword research. You can use tools like:

Starting your Amazon PPC journey with long-tail, low-competition keywords can effectively enhance visibility, boost sales history, and gradually build up to targeting more generic, popular keywords, improving SERP ranking over time.

2. Optimize Product Rankings on Amazon

Increasing sales and visibility on Amazon involves enhancing product rankings through robust Amazon PPC campaigns and strategic bidding.

Key strategies include the following:

Balancing organic and paid search results: PPC campaigns augment product visibility, but optimizing product listings with pertinent keywords and high-quality images improves organic search results.

Bid adjustment: Constantly monitor advertising cost of sale (ACoS) and conversion rates, adjusting bids or changing targeted keywords if ACoS is too high.

Using negative keywords: Exclude irrelevant search terms to help enhance click-through rates and reduce advertising costs.

3. Dynamic Bidding and Marketplace Adaptation

Dynamic bidding is a strategy that allows you to adjust your bids based on the probability of a sale. Amazon provides three options to choose from for dynamic bidding:

Amazon provides various ad placements such as the top of the search, product detail pages, and the rest of the search. Analyze your performance metrics to adjust your bids accordingly to maximize your ROI.

For example, if your ads perform better on product detail pages than on the top of search, you can adjust your bids to target product detail pages more aggressively. This way, you can increase your chances of getting more sales and revenue.

Adjusting bids based on performance metrics is another critical aspect of dynamic bidding. Amazon provides various performance metrics such as advertising cost of sales (ACOS), return on investment (ROI), and profit..

For instance, if your ACOS is too high, you can reduce your bids to improve your ROI. Similarly, if your ROI is not meeting your expectations, you can increase your bids to target more high-converting keywords.

4. Grouping Product Variations in Campaigns

Grouping similar product variations together in your campaigns can optimize ad spend, enhance organic ranking, and boost sales. The advantages and best practices for grouping products are the following:

5. Amplifying Campaigns for Top Performing Variants

Boost your Amazon PPC campaign's effectiveness by focusing on top-performing product variants with the highest conversion rates. Analyze metrics like campaign performance, click and conversion rates, and the Advertising Cost of Sale (ACoS) to identify these products. 

Once identified, divert a larger share of your budget towards them, and adopt a more aggressive bidding strategy.

This approach enhances the visibility of successful products, maximizing return on investment (ROI), and driving sales growth.

You can optimize your Amazon PPC campaign effectively by centering your strategy on top performers. Here are a few tips for amplifying your top-performing variants:

6. Exploring Alternate Keywords for Broader Reach

Broadening your keyword horizon is key to expanding your audience and boosting revenue. Some optimization techniques that you can use are the following:

After identifying new keywords, create ad groups and monitor performance for optimization and increased revenue. 

7. Optimizing Campaigns with Product Performance Data

Data-driven optimization in Amazon PPC campaigns is essential as it fine-tunes your strategies, thereby enhancing visibility and efficiency and boosting sales. 

Key strategies include the following:

8. Targeting Strategies for Competitors and Own Products

Targeting competitor products in Amazon PPC campaigns can significantly boost your sales by reaching customers interested in similar products and demonstrating your product's superiority. 

Here are some strategies you can do:

Remember to monitor campaign performance metrics like conversion rate and ACoS closely, adjusting bidding strategy and campaign settings as needed.

9. Integrating Amazon PPC with Google Ads

Integrating Google Ads with your Amazon PPC campaigns is an effective strategy to widen your audience reach and target key demographics more efficiently. Here’s how to get started:

10. Analyze Consumer Buying Behavior

Understanding consumer behavior is vital in tailoring Amazon PPC campaigns, leading to enhanced performance and conversion rates.

Here are some ways on how to analyze purchasing patterns:

11. Experimenting with Match Types and Bidding Strategies

Amazon PPC offers different match types for ad targeting: exact match, phrase match, and broad match, each with its benefits and drawbacks depending on your advertising goals and budget.

Experimentation is key to finding the right mix, starting with exact matches before expanding to phrases and broad matches as you gather more data.

Ad placement adjustments based on your ad placement report can maximize exposure, increase conversions, and boost your ROI. Remember, changes should be data-driven for optimal results.

12. Experimenting With Match Types and Bidding

For sustainable, profitable Amazon business growth, focusing on long-term advancement over quick wins is paramount

Implementing New-to-Brand (NTB) Metrics in Amazon PPC campaigns aids this by tracking new customer acquisition and the sales portion from these newcomers. 

These metrics help with the following:

To effectively utilize NTB Metrics, understand your target audience and relevant product keywords, and maintain a well-structured campaign with a defined budget and daily spend. This strategy optimizes ad spend and maximizes return on investment.

Frequently Asked Questions

What Is a Good Target for the Advertising Cost of Sale (Acos) When Running Amazon PPC Campaigns?

A target ACoS between 15-20% is generally recommended for profitable Amazon PPC campaigns. However, acceptable ACoS varies by product type and margin.

What Are the Different Types of Campaigns Used in Amazon PPC?

There are three main types of campaigns used in Amazon PPC: Sponsored Products, Sponsored Brands, and Sponsored Displays.

What Does It Take To Become Certified in Amazon PPC?

There is no official certification program for Amazon PPC, but plenty of resources are available to help you become an expert. Amazon offers a free advertising console where you can learn the ins and outs of Amazon PPC.

Additionally, there are many online courses and training programs available that can help you hone your skills.

How Often Should I Review and Optimize My Amazon PPC Campaigns?

It's recommended to review campaign performance daily, making bid adjustments and targeting updates as needed. Full campaign audits every 2-4 weeks ensure continued optimization.

Should I Use Amazon DSP or Amazon PPC First for Advertising?

New sellers should start with Amazon PPC for search ads. PPC drives targeted traffic from product searches and is more accessible for beginners.

Once established, layer on Amazon DSP for product display ads across Amazon to reach broader audiences. DSP reaches new customers but generally has higher costs for small advertisers initially.

Conclusion and Continuous Learning

Effective Amazon PPC campaigns require strategic keyword use, bid adjustments, and continuous optimization. Regular testing and data-driven decisions are crucial for maximizing ROI. 

However, this can be complex and time-consuming. OnlineSellerSolutions can simplify this process with expert services, helping boost your brand's visibility, increase sales, and ensure success in the Amazon marketplace. 

While managing these elements can be challenging, it increases brand visibility, sales, and overall success in the competitive Amazon marketplace. Now start optimizing your Amazon store today!

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