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The Ultimate Amazon PPC Strategy for 2018

Amazon PPC (Pay-Per-Click) advertising is an essential tool for sellers to promote their products and increase visibility on the Amazon platform. By understanding and implementing a well-thought-out PPC strategy, sellers can effectively reach their target audience and drive more traffic to their listings. In this article, we will explore the various aspects of Amazon PPC and provide you with the ultimate strategy for 2018.

Understanding Amazon PPC

Before diving into the details of building a successful Amazon PPC strategy, it is crucial to understand what Amazon PPC is all about. In simple terms, Amazon PPC is a form of advertising where sellers bid on specific keywords to display their ads on Amazon search results and product detail pages. When a shopper clicks on the ad, the seller pays a predetermined fee, hence the term “pay-per-click.”

Amazon PPC is an advertising program that allows sellers to promote their products on the Amazon platform by bidding on keywords. It helps sellers increase visibility and drive relevant traffic to their product listings.

But why is Amazon PPC so important for sellers? With millions of products available, it is essential to stand out from the competition and get noticed by potential customers. Amazon PPC allows sellers to do just that by appearing at the top of search results and product detail pages, significantly improving the chances of converting a click into a sale.

When a seller decides to use Amazon PPC, they have the opportunity to reach a vast audience of potential customers who are actively searching for products similar to theirs. By bidding on relevant keywords, sellers can ensure that their ads are displayed to shoppers who are most likely to be interested in their products. This targeted approach increases the likelihood of generating sales and maximizing return on investment.

One of the key advantages of Amazon PPC is its flexibility. Sellers have control over their advertising budget and can set daily or campaign-level spending limits. This allows sellers to allocate their advertising dollars strategically and make adjustments based on performance and results. Additionally, Amazon PPC provides detailed performance metrics and analytics, allowing sellers to track the effectiveness of their campaigns and make data-driven decisions.

Another important aspect of Amazon PPC is the ability to optimize campaigns over time. Sellers can analyze the performance of their ads, identify keywords that are driving the most conversions, and adjust their bidding strategy accordingly. By continuously monitoring and refining their campaigns, sellers can improve their ad performance and achieve better results over time.

In conclusion, Amazon PPC is a powerful advertising tool that allows sellers to promote their products on the Amazon platform. By bidding on keywords and displaying ads on search results and product detail pages, sellers can increase visibility, drive relevant traffic, and ultimately boost sales. With its flexibility and optimization capabilities, Amazon PPC is an essential component of a successful selling strategy on Amazon.

Building a Successful Amazon PPC Strategy

Now that you have a basic understanding of Amazon PPC, let’s dive into the key elements of building a successful strategy.

When it comes to building a successful Amazon PPC strategy, there are several important factors to consider. Let’s explore them in more detail.

Setting Your Advertising Goals

Before launching any campaign, it is essential to define your advertising goals. What do you want to achieve with your PPC campaigns? Is it increased sales, improved brand visibility, or driving traffic to a new product launch? Clearly defining your goals will help you make strategic decisions throughout the campaign.

For example, if your goal is to increase sales, you may want to focus on targeting high-converting keywords and optimizing your product listings to maximize conversions. On the other hand, if your goal is to improve brand visibility, you may want to prioritize targeting keywords with high search volume and running ads on popular product categories.

By setting clear and specific goals, you can tailor your PPC strategy to align with your overall business objectives.

Choosing the Right Keywords

Keyword research is a critical step in building an effective Amazon PPC strategy. You want to target keywords that are relevant to your product and have a high search volume. Utilize Amazon’s keyword research tools and analyze competitor listings to identify the most valuable keywords for your campaigns.

When selecting keywords, it’s important to strike a balance between relevance and competition. While targeting highly relevant keywords ensures that your ads are shown to the right audience, targeting highly competitive keywords may result in higher costs and lower visibility.

Consider using a mix of broad, phrase, and exact match keywords to reach a wider audience while maintaining relevance. Additionally, regularly monitor and optimize your keyword selection based on performance data to ensure your campaigns are targeting the most effective keywords.

Creating Effective Ad Copies

Writing compelling and engaging ad copies is crucial for capturing the attention of potential customers. Craft concise, informative, and persuasive ad copies that highlight the unique selling points of your product. Use a combination of compelling headlines, engaging descriptions, and clear calls-to-action to entice shoppers to click on your ads.

When creating ad copies, it’s important to understand your target audience and tailor your messaging accordingly. Consider what pain points your product solves and how it can benefit potential customers. Highlight any special offers, discounts, or unique features that set your product apart from competitors.

Furthermore, regularly test different ad variations to identify what resonates best with your audience. A/B testing can help you optimize your ad copies and improve your click-through and conversion rates over time.

By following these key elements, you can build a successful Amazon PPC strategy that drives results and helps you achieve your advertising goals. Remember to continuously monitor and optimize your campaigns based on performance data to ensure long-term success.

Optimizing Your Amazon PPC Campaigns

Once your campaigns are up and running, it’s essential to continuously monitor and optimize them for maximum impact. In this section, we will explore some key strategies to help you get the most out of your Amazon PPC campaigns.

Regular Monitoring and Adjusting Bids

Regularly monitoring your campaigns’ performance and adjusting bids is crucial for maximizing your return on investment (ROI) and optimizing your ad spend. By keeping a close eye on your campaign’s metrics, you can identify trends and patterns that can inform your bidding strategy.

For example, if you notice that certain keywords are performing exceptionally well and driving a high conversion rate, you may want to consider increasing your bids for those keywords to ensure maximum visibility. On the other hand, if certain keywords are not performing as expected, you may want to lower your bids or even pause them temporarily to allocate your budget more efficiently.

Utilizing Negative Keywords

Negative keywords can help you refine your campaigns and ensure that your ads are shown to the most relevant audience. Negative keywords are terms that you want to exclude from triggering your ads. By using negative keywords effectively, you can prevent your ads from appearing in irrelevant search results, ultimately saving money and improving targeting.

When selecting negative keywords, think about the specific audience you want to target and the keywords that are likely to attract irrelevant clicks. For example, if you are selling high-end luxury watches, you may want to add negative keywords such as “cheap” or “affordable” to avoid attracting users looking for budget options.

Improving Product Listing Quality

Your product listing plays a significant role in the success of your Amazon PPC campaigns. Investing in optimizing your product titles, bullet points, descriptions, and images can enhance the overall quality and appeal of your listings, leading to improved campaign performance.

Start by conducting keyword research to identify relevant keywords that are popular among your target audience. Incorporate these keywords strategically into your product titles and descriptions to improve visibility in search results. Additionally, make sure your product images are high-quality, visually appealing, and accurately represent your product.

Furthermore, consider leveraging enhanced content features such as A+ Content or Enhanced Brand Content (EBC) to provide additional information and create a more immersive shopping experience for potential customers. These features can help you stand out from the competition and increase the chances of conversion.

In conclusion, optimizing your Amazon PPC campaigns requires continuous monitoring, strategic bid adjustments, effective utilization of negative keywords, and improving the quality of your product listings. By implementing these strategies, you can maximize the impact of your campaigns and drive better results for your business.

Advanced Amazon PPC Techniques

Now that you have mastered the basics, let’s explore some advanced techniques to take your Amazon PPC strategy to the next level.

Exploring Automatic vs Manual Campaigns

Amazon offers two types of PPC campaigns: automatic and manual. Automatic campaigns allow Amazon’s algorithm to determine the keywords for your ads, while manual campaigns give you full control over keyword selection. Experiment with both types of campaigns to find what works best for your products and adjust your strategy accordingly.

Understanding Different Match Types

Amazon PPC offers different match types for keywords, including broad match, phrase match, and exact match. Each match type has its own advantages and disadvantages, and understanding how they work can help you fine-tune your targeting and maximize your ad performance.

Leveraging Ad Placement Settings

Amazon allows you to choose where your ads appear on the platform, including top-of-search, product detail pages, and rest-of-search. Experimenting with different ad placement settings can help you identify the most effective positions for your ads and improve your overall campaign performance.


Implementing a well-executed Amazon PPC strategy is essential for sellers looking to increase their visibility, drive more traffic, and boost sales on the platform. By understanding the fundamentals of Amazon PPC, setting clear goals, conducting thorough keyword research, creating compelling ad copies, and continuously optimizing your campaigns, you can stay ahead of the competition and achieve your advertising objectives in 2018.

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