By – Mina Elias CEO and Founder of Trivium Group

As more and more businesses turn to Amazon as a sales platform, it’s become increasingly important to have a strong Amazon PPC (Pay-Per-Click) strategy in place.

With millions of products listed on Amazon, it can be challenging to stand out from the competition and drive traffic to your listings. A well-executed PPC campaign can help you achieve this by placing your products in front of potential customers at the exact moment they are searching for similar products.

However, if you’re new to Amazon PPC or simply don’t know where to begin, it can feel overwhelming. Don’t worry – with the right guidance, you can create a successful PPC strategy that drives traffic and increases sales. In this blog, we’ll cover some key strategies and tips to help you get started.

1.What is Amazon PPC?

Amazon PPC (Pay-Per-Click) is an advertising model that allows sellers to place their products in front of potential customers through paid search ads.

With over 300 million active Amazon users, Amazon is a highly competitive marketplace. PPC can help sellers stand out by ensuring their products are prominently featured in search results and other relevant areas of the platform.

When a seller creates a PPC campaign, they bid on specific keywords that are relevant to their product. When a customer searches for those keywords on Amazon, the highest bid wins the auction and the seller’s ad appears.

If the customer clicks on the ad and makes a purchase, the seller pays Amazon a fee for that click. The amount a seller pays per click depends on the competition for the keywords they are targeting. The higher the competition, the higher the cost per click.

Amazon PPC is an effective way for sellers to drive targeted traffic to their listings and increase their sales performance on Amazon.

Why is PPC Important for Sellers on Amazon

PPC is important for Amazon sellers as it not only helps drive traffic to their listings but also improves their organic ranking.

When a seller runs a PPC campaign, their product is displayed in the search results, increasing its visibility to potential customers.

When customers click on the ad and make a purchase, it signals to Amazon that the product is relevant and popular, which can improve its organic ranking. Higher organic ranking means the product will appear higher in the search results page, leading to more visibility, traffic, and ultimately more sales.

By investing in a well-planned and executed PPC campaign, sellers can drive targeted traffic to their listings and improve their organic ranking, which can help improve their overall sales performance on Amazon and increase their return on investment (ROI).

PPC Strategy Outline

Here is a list of the basic components of establishing a solid Amazon PPC strategy:

  1. Conduct thorough keyword research to identify a range of relevant keywords using Amazon’s keyword research tool and Amazon-specific third party keyword tools.
  2. Optimize your ad copy and product images and videos by creating compelling and high quality ad copy and images that highlight the key features and benefits that are unique to your product
  3. Test and refine both your product listing and your campaigns by regularly monitoring and analyzing performance data
  4. Use both automatic and manual targeting to maximize your reach and optimize your targeting
  5. Take advantage of Sponsored Product, Sponsored Brand and Sponsored Display campaigns to increase brand awareness and drive more traffic and sales to your product listings
  6. Leverage Amazon’s targeting options to include product, category and audience targeting to improve the effectiveness of you campaigns
  7. Set a competitive bid for your ads based on your budget and the competition in your market and utilize bid modifiers to adjust your bids based on factors such as location, time of day and device type to maximize your performance
  8. Monitor your campaigns regularly to ensure they are running smoothly and make adjustments as needed to optimize your performance.

2.Keyword Research and Selection

When it comes to Amazon PPC and product listing optimization, keyword research is essential. It involves identifying and selecting relevant keywords that customers are using to search for products on Amazon.

Broadly speaking, there are three categories of keywords: high search volume keywords, low search volume keywords and long-tail keywords.

  • High search volume –  a high number of searches, likely to attract a lot of traffic and therefore are generally very competitive, with a higher cost per click (CPC)
  • Low search volume keywords – have fewer searches and less traffic, but may still be relevant to your product
  • Long-tail keywords – are typically phrases and therefore are more descriptive and more specific than single words. Lower competition which means sellers can rank higher in search results with less effort and at a lower cost.

Having a mix of high and low search volume as well as long-tail keywords in your Amazon PPC campaigns can be beneficial for several reasons. High search volume keywords can drive a significant amount of traffic and exposure to your products, while low search volume and long-tail keywords can help you target more specific and relevant audiences that are further along in the buying process.

Additionally, targeting a mix of keywords can help you optimize your ad spend by balancing higher CPCs for high search volume keywords with lower CPCs for low search volume and long-tail keywords, ultimately improving your ROAS.

Amazon provides several keyword research tools that sellers and brands can use to expand their keyword lists and improve their PPC campaigns and product listings.

The first tool is the Amazon Search Term Report, which provides insights into the search terms that customers are using to find a brand’s product.

The Search Term Report can be downloaded from Campaign Manager, inside Seller Central. Navigate to the Sponsored ads report and click create report.

By analyzing this report, sellers can identify high-performing keywords and negative keywords that are driving irrelevant traffic and adjust their campaigns accordingly.

There are also many Amazon-specific third-party tools available such as Helium 10, Jungle Scout and Sellics, which provide keyword research, product research and other features to help brand’s expand their keyword lists and improve their PPC campaigns and product listings.

These tools provide insights into the search volume, competition level and other important metrics for each keyword, allowing Amazon sellers to make informed decisions for keyword selection.

It’s essential to select high-quality keywords that are relevant to your product. These keywords should be used in your product title, bullet points, and product description. Additionally, they should be targeted in your PPC campaigns to help you reach a highly specific audience and improve your ad’s performance.

By selecting the right keywords, you can improve your product’s visibility on Amazon, drive targeted traffic to your listings, and increase your chances of making a sale.

3.Listing Creation

Having an optimized listing on Amazon helps improve the visibility of a product, makes it easier for customers to find it, and provides them with all the necessary information to make an informed purchase decision.

Product Images

Creating high-quality ad images and videos is a critical aspect to consider when creating product listings. High-quality visuals, with clean and simple designs, attract the attention of potential customers and effectively communicate the features and benefits of a product.

Effectively communicating the value of a product, drives customer engagement and increases conversions on the Amazon platform.

Compelling Title

A compelling title is important for sellers to effectively showcase their products and stand out from competitors.

Start with a descriptive title that includes your brand name and main keywords. Use the remaining characters to highlight the features and benefits of a product, but avoid keyword stuffing, repeated keywords and prohibited phrases such as “best seller” or “high quality” Here are some examples of titles advertising running shoes:

Bad Amazon Product Title – “Mens Running Shoes Size 9-13”

This title is too generic and doesn’t provide enough information about the specific product. It will be difficult for customers to find this product among other similar products on Amazon.

Good Amazon Product Title – “Men’s Running Shoes, Lightweight Breathable Athletic Sneakers”

This title provides more detail about the product, including who it is designed for and some key features. It gives customers a better idea of what they can expect from the product and makes it easier to find in search results.

A Better Amazon Product Title – “Men’s Running Shoes – Lightweight Breathable Athletic Sneakers for Outdoor Sports, Marathon, and Trail Running – Shock Absorbing Cushioning with Arch Support – Available in Black and Blue – Size 9-13”

This title takes the previous example to the next level by including more specific details about the product. It mentions the specific activities the shoes are designed for, as well as some key features like shock-absorbing cushioning and arch support. It also includes more specific information about size and color options. This title will give customers a much better idea of what the product is all about and help them make an informed purchase decision.

Bullet Points

Use keyword-rich bullet points to describe the key features of a product in an easy-to-read format. Focus on the top five benefits and features that customers need to know and anticipate any questions they may have relating to the product.

Focus on the customer’s needs and pain points and use language that resonates with the target audience and addresses their concerns or desires. For example, if selling a skincare product, focus on the benefits of having clear, glowing skin and the pain points associated with blemishes or dryness.

With a 1000-character limit across five bullet points, it is a great opportunity to include main keywords that were not included in the title.

Product Description and A+ Content

The product description field is the ideal place to expand on the features and benefits of a product and include supplementary keywords that were not used in the title or bullet points.

Again, focus on addressing consumer pain points and highlight how the product is superior to competitor products.

Using A+ content can take your product page to the next level by using customizable modules to include a brand story and high-quality product images and descriptions to improve conversion rate and organic rank.

Split Testing

Continuously testing and optimizing product listings will help maintain a competitive edge on Amazon.

One of the best practices is to regularly conduct A/B testing on different elements of the product listing such as product title, images, bullet points, product description and A+ content. By testing different variations of these elements, you can identify which versions are most effective in driving engagement and sales.

It is important to only test one element at a time to accurately measure its impact on performance. For sellers with Brand Registry, this process is made simple using Amazon’s Manage Experiments feature.

Another best practice for optimizing Amazon product listings is to regularly monitor and analyze key performance metrics, such as click-through rate (CTR), conversion rate (CVR) and sales.

By tracking these metrics, brands can identify trends and areas of opportunity for improvement. For example if the CTR is low, it may indicate that the product title or images are not effectively capturing the attention of potential customers. By analyzing these metrics regularly, sellers can make data-driven decisions about how to optimize their product listings for maximum performance.

4.Types of Sponsored Ads and Targeting Strategies

Amazon offers a range of ad types and targeting strategies for sellers to choose from, each with its own unique benefits and capabilities. With the right strategy sellers can tailor their campaigns to reach specific audiences and stages of the buying journey.

Type of Amazon Sponsored Ads 

There are three main types of Amazon PPC sponsored ads that you can use to advertise your products on the platform:

  1. Sponsored Products – the most common type of Amazon ads, designed to appear within search results and on product pages, to help customers find products that meet their needs. This type of campaign is targeted based on keywords and product categories, allowing sellers to promote individual products to potential customers.

  1. Sponsored Brands – These campaigns allow sellers to promote their brand and multiple products at the same time. More like traditional ads, they appear on product detail pages and at the top of the search results page. These ads are best used to increase brand awareness and drive customers to a brand’s storefront.

  1. Sponsored Display – used to reach a wide audience by appearing both on and off the Amazon platform. This type of campaign allows sellers to target customers based on demographics and retarget customers to increase brand loyalty.

By using a combination of these PPC campaigns, sellers can effectively target their ideal audience to drive more sales. It’s important to monitor and analyze the performance of each campaign type and make optimizations to achieve the best possible returns.

Targeting Strategies

In terms of targeting, sellers on Amazon have the option of automatic or manual targeting campaigns.

Automatic campaigns are the most simple to launch and rely on Amazon’s algorithm to automatically target keywords and product ASINs. Manual campaigns, on the other hand, require input from sellers as to specific keywords and products to target.

  1. Automatic Campaigns

Amazon’s algorithm automatically targets ads to relevant search terms and products based on the product’s category, price and other attributes. There are four types of Automatic Targeting:

  • Close Match – shows ads for search terms closely related to the original keyword
  • Loose Match – shows ads for search terms that are more loosely related to the original keyword
  • Compliments – shows ads to shoppers who view product detail pages of products that compliment an advertisers products
  • Substitutes – shows ads to shoppered who view product pages similar to an advertisers products

  1. Manual Campaigns

Sellers select which keywords and products they want to target and the bid amount they wish to apply. Manual campaigns give sellers a greater level of control over ad targeting and PPC optimization based on their specific goals.

  • Keyword targeting – advertisers can target specific keywords or phrases that potential customers may be searching for on Amazon
  • Product and category targeting –  allows targeting of specific products or product categories that are similar to the advertised product
  • Interest and behavioral targeting – targets customers based on their interests or browsing history

The most common targeting option is keyword targeting where sellers bid for search results placements based on specific keywords or phrases that are relevant to their products. Amazon offers different match types for manual keyword targeting including broad, phrase and exact match.

  • Broad Match – targets a wide range of loosely related search terms, relative to the keyword
  • Phrase Match – targets search terms that include the keyword in a specific order, with related terms added to the beginning or the end
  • Exact Match – targets search terms that exactly match their keywords

Product and category targeting is another option offered by Amazon whereby sellers can target specific products or categories that are similar to their own. This option helps sellers reach customers who are already interested in products similar to theirs and increases the likelihood of a sale.

Interest and behavioral targeting is also available, allowing advertisers to target customers based on their interests or browsing history on Amazon. This option allows engagement of a highly specific audience that is more likely to be interested in their products.

5.Campaign Setup

The first step in creating an effective Amazon PPC ad campaign is to set up campaigns. This involves choosing a campaign type, setting a budget, and selecting the keywords to target. When setting up campaigns, it’s important to choose the right campaign type based on goals.

When it comes to driving traffic and sales to an Amazon listing, Sponsored Products ads are a great way to get the job done. As an effective paid advertising tool, these ads place products in front of customers who are actively searching.

Creating an Automatic Sponsored Product Ad

  1. Sign in to Amazon Seller Central Account and navigate to the Campaign Manager

  1. Click on the “Create Campaign” button and select “Sponsored products”

  1. Create an ad group name
  2. Select the product to advertise from the product inventory
  3. Choose Automatic Targeting followed by set bids by targeting group. We recommend only one targeting group per campaign. Set your bid

  1. Optional: Add negative keywords and negative product targets. We recommend leaving these blank when starting out. Negative keywords can be added later as part of the optimization strategy.
  2. Choose a campaign bidding strategy from the three options. By default we recommend Dynamic Bids Down Only

  1. Create a campaign name. Use anything that helps to identify the campaign and its purpose
  2. If using portfolios as an organizational tool for campaigns, select the appropriate portfolio
  3. Select a start and end date for the campaign. If the campaign is to run indefinitely, leave the end date field blank
  4. Set the campaign budget, which is the maximum amount available to spend on the campaign per day
  5. Double check all of the information and once ready, simply click the launch campaign button

Creating a Manual Sponsored Product Ad

The process of creating Manual Targeting campaigns on Amazon is very similar to Automatic targeting campaigns with the exception being the keyword, product or category targets are manually entered.

  1. Repeat steps 1-4 of “Creating an Automatic Sponsored Product Ad”
  2. Select Manual Targeting under “Targeting”
  3. Select either keyword or product targeting – keyword targeting will place an ad in relevant search results. Product targeting will give ads positions on competitor product pages.
  4. Select a match type – as each match type performs differently, launch separate campaigns for each match type for more effective analysis and optimization.
  5. Enter keywords to target by one of three ways;

  • Suggested – apply Amazon suggested keywords that are related to your product
  • Enter List – choose and enter keywords discovered during keyword research
  • Upload File – us Amazon’s downloadable template to create a spreadsheet to upload

  1. Apply a starting bid for each keyword. As a rule of thumb we start all bids at $1.00 and make adjustments during optimization, based on performance.
  2. To create a product targeting campaign, select Product Targeting and choose between category targeting or product targeting.

  • As with keyword targeting, the options include suggested, enter list or upload with the additional option to perform a search.
  • Select product targets or categories based on the strategy and goals of the campaign

  1. Repeat steps 6-12 of “Creating an Automatic Sponsored Product Ad”

6.Scaling and Expanding

PPC (Pay-Per-Click) advertising on Amazon can be a powerful tool for scaling and expanding your business, as it can help you reach new customers and increase sales. Here are some tips for using Amazon PPC to scale and expand your business:

  1. Test new products and markets

PPC allows you to quickly and easily test new products and markets, without committing a lot of resources upfront. By creating targeted campaigns and monitoring their performance, you can quickly identify new opportunities and adjust your strategy accordingly.

  1. Increase ad spend gradually

As your campaigns start to perform well, gradually increase your ad spend to scale your business. Be careful not to increase your spend too quickly, as this can lead to wasted spend and decreased profitability.

  1. Target new keywords and audiences

Continuously research and target new keywords and audiences to expand your reach and increase the chances of reaching new customers. Use Amazon’s targeting options to reach customers who are interested in products similar to yours, or who are searching for related keywords.

  1. Monitor your metrics closely

Regularly monitor your campaign metrics, such as impressions, clicks, CTR, and ACoS, to identify areas for improvement and adjust your strategy accordingly. Use this data to optimize your bids, adjust your targeting, and improve your ad creative.

  1. Use retargeting campaigns

Use retargeting campaigns to target customers who have viewed your product or added it to their cart but have not yet made a purchase. Retargeting can be a powerful way to increase conversions and drive sales.

By using these strategies and carefully monitoring your campaign performance, you can use Amazon PPC to scale and expand your business, reach new customers, and increase sales.


Key Takeaways

  • Reach a wider audience by running different ad types and targeting strategies
  • Good campaign structure will ensure you are getting the most out of your advertising efforts
  • Keyword research is vital to a well optimized product listing and effective advertising campaigns
  • Improve CTR and CVR with a compelling product listing and product detail page

If you’re looking to boost your Amazon sales, it’s time to consider experimenting with Amazon PPC. Pay-per-click advertising is an effective way to increase visibility, drive traffic to your listings, and ultimately, boost sales. It may seem daunting to dive into the world of PPC, but with the right encouragement and guidance, it’s a smart move for any Amazon seller.

By experimenting with different campaigns, targeting options, and ad formats, you can discover what works best for your business and optimize your ads accordingly. Don’t be afraid to take action and start experimenting with Amazon PPC today – the potential rewards are well worth the effort.

General FAQS

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Yes, Amazon PPC (Pay-Per-Click) advertising can be a profitable way for sellers to increase product visibility, drive traffic to product listings, and ultimately increase sales.

Amazon PPC allows sellers to create targeted ads that appear in search results and on product detail pages, and pay only when a user clicks on their ad. By using targeted keywords and optimizing their ad campaigns, sellers can reach their target audience and increase the chances of converting a user into a customer.

However, the profitability of Amazon PPC advertising depends on a number of factors, such as competition, bid amount, ad relevance, and historical performance. It’s important to monitor your campaign performance regularly and adjust your bidding and targeting strategies as needed to optimize your ROI.

Amazon PPC (Pay-Per-Click) advertising is paid through a bidding system, where sellers bid on specific keywords or product categories in order to have their ads displayed to users who search for those keywords or browse those categories.

Sellers set a maximum bid amount, which is the most they are willing to pay for a single click on their ad. The actual cost per click (CPC) can be lower or higher than the maximum bid amount, depending on the competition for the targeted keywords.

Amazon sellers pay their PPC (pay-per-click) fees directly through their Amazon advertising account. The advertising fees are automatically deducted from the seller’s account balance as ads are served and clicked on by customers.

Sellers can add funds to their advertising account using a credit or debit card, or by linking their account to a valid bank account. Amazon will automatically charge the seller’s selected payment method when the account balance falls below a certain threshold, ensuring that ads continue to run uninterrupted.

PPC (Pay-Per-Click) and Amazon SEO (Search Engine Optimization) are two distinct strategies for driving traffic and increasing visibility for your business online. While both have their own unique benefits, here are some reasons why PPC is often considered a better option than SEO:

  1. Immediate results: With PPC, you can start driving traffic and generating leads immediately, whereas your Amazon SEO can take time to see results. This is because PPC allows you to pay for ads that appear at the top of search engine results pages (SERPs), while SEO involves optimizing your content and being indexed by the Amazon algorithm to rank organically.
  2. More control over targeting: With PPC, you have more control over who sees your ads and when. You can target specific keywords, geographic locations, demographics, and even time of day to ensure that your ads are reaching the right audience.
  3. More predictable costs: With PPC, you have more control over your advertising costs, as you set a budget and only pay when someone clicks on your ad. With SEO, costs can be more unpredictable. Unless you create and optimize your own listing copy, you may need to invest in ongoing content creation and backend optimization to maintain high rankings.
  4. Better for specific goals: While Amazon SEO is generally better for building long-term brand visibility through ranking organically, PPC is often better for specific goals such as promoting a sale or event, or testing new products or markets.


Amazon PPC (Pay-Per-Click) and Amazon SEO (Search Engine Optimization) are both essential for a successful Amazon business, and they work together in a symbiotic relationship. PPC helps you get sales and visibility on your products, while SEO helps your products rank higher organically in search results. However, you can’t have one without the other. Even if you invest heavily in SEO, it won’t work without PPC because PPC influences SEO and organic rank. On the other hand, even if you have a great PPC campaign, it won’t be sustainable if you don’t have good SEO practices in place. In short, both PPC and SEO are equally important for a successful Amazon business, and you need to invest in both to achieve long-term success.

Yes, PPC (Pay-Per-Click) advertising can be worth it on Amazon for many sellers, as it can help increase product visibility, drive traffic to product listings, and ultimately increase sales.

Amazon PPC allows sellers to create targeted ads that appear in search results and on product detail pages, and pay only when a user clicks on their ad. By using targeted keywords and optimizing their ad campaigns, sellers can reach their target audience and increase the chances of converting a user into a customer.

However, it’s important to note that the effectiveness of Amazon PPC advertising can vary depending on a number of factors, such as competition, bid amount, ad relevance, and historical performance. It’s also important to monitor your campaign performance regularly and adjust your bidding and targeting strategies as needed to optimize your ROI.

Ultimately, whether Amazon PPC is worth it for your business depends on factors such as your advertising goals, target audience, and budget. By carefully planning and executing your Amazon PPC campaigns, and monitoring their performance, you can achieve your advertising goals and grow your Amazon business.