When you’re selling on Amazon through FBA (Fulfilled by Amazon), managing your advertising effectively is one of the best ways to drive traffic and boost sales. But let’s be real—Amazon PPC (Pay-Per-Click) can feel overwhelming. From juggling budgets to tracking endless metrics, it’s easy to feel lost or, worse, waste money on ineffective campaigns.

The good news? With a well-planned strategy, Amazon PPC can become the driving force behind your success. In this guide, we’ll explore actionable best practices tailored for FBA sellers. Plus, we’ll show how partnering with an Amazon PPC consultant or investing in Amazon advertising management can unlock even better results.

Why Amazon PPC is a Game-Changer for FBA Sellers

Let’s cut to the chase—Amazon PPC isn’t optional if you want to compete seriously. Organic rankings are great, but they take time to build. Amazon PPC, on the other hand, can deliver results instantly by putting your products in front of ready-to-buy shoppers.

Here’s why PPC is a must for FBA sellers:

1. Boosts Visibility

Amazon is a massive marketplace, and even the best products can get buried under thousands of competitors. PPC ads push your products to the top of search results, ensuring shoppers see them first.

2. Drives Sales

Visibility without sales is pointless. PPC campaigns not only increase clicks but also attract highly targeted traffic likely to convert into paying customers.

3. Improves Organic Rankings

Here’s an insider secret: Amazon’s algorithm loves sales velocity. The more you sell through PPC, the better your organic rankings become, creating a virtuous cycle of growth.

4. Targets Relevant Shoppers

With Amazon PPC, you can target specific keywords, product categories, and even competitor listings. This ensures your ads are seen by the most relevant audience, improving your return on investment.

10 Amazon PPC Expert Tips for Successful FBA PPC Campaign

1.  Understand Your Audience Inside Out

Most sellers get caught up in finding the “perfect” keywords, but here’s the deal: it’s not just about keywords; it’s about understanding shopper behaviour. What are they looking for, and how can your ad answer that need?

Here’s what to do:

• Identify high-intent phrases like “best insulated water bottle for hiking” rather than generic terms like “water bottle.”
• Use long-tail keywords that target specific needs. They may have lower search volume, but they often convert better.
• Leverage tools like Helium 10 or Amazon’s Search Term Reports to identify these golden keywords.

2. Nail Down Your Campaign Goals

Every PPC campaign should have a clear objective. Are you aiming to boost visibility, drive sales, test a new product, or capture holiday traffic?

Examples of Goal-Driven Strategies:

• For brand awareness, focus on Sponsored Brands ads.
• For sales growth, use Sponsored Products targeting high-intent keywords.
• For market testing, create a low-budget campaign to gather data on new product interest.

Pro Tip: Collaborate with an Amazon PPC consultant to define your goals and align your campaigns for success.

3. Let Amazon Do the Heavy Lifting (At First)

If you’re new to PPC, start with automatic campaigns. They’re a great way to let Amazon’s algorithm figure out what works for your product.

How to use automatic campaigns:

• Set a small daily budget and run the campaign for at least two weeks.
• Analyse the data to see which search terms are driving clicks and sales.
• Use this info to build manual campaigns that target the high-performing keywords.

Pro Tip: Automatic campaigns aren’t just for beginners. Even seasoned sellers use them to discover new keywords and trends.

4. Optimise Your Listings Before Running Ads

Here’s a hard truth: A PPC campaign can only drive traffic; it can’t fix a poorly optimised listing. If your product page isn’t convincing, all those clicks will go to waste.

What makes a listing conversion-friendly?

• Clear Titles: Include primary keywords but keep it easy to read.
• High-Quality Images: Show your product from multiple angles and in use.
• Compelling Bullets: Focus on benefits, not just features. Tell shoppers how your product solves their problem.
• A+ Content: If you’re brand-registered, use A+ Content to tell your brand story and showcase your product’s unique value.

Pro Insight: Listings optimised by experts or Amazon advertising management services often see higher conversion rates, making your ad spend go further.

5. Build a Solid Negative Keyword Strategy

Negative keywords are a lifesaver for your budget. They prevent your ads from showing up for irrelevant searches, so you’re not paying for clicks that won’t convert.

Best Practices for Negative Keywords:

• Review your Search Term Reports weekly to identify terms that aren’t converting.
• Add those terms to your negative keyword list.
• Keep updating your list as you gather more data.

For example, if you sell premium headphones, you might add “cheap headphones” to your negative keyword list.

6. Experiment with Ad Placements

Most sellers focus on “Top of Search” placements, but don’t ignore other options like “Product Pages” or “Rest of Search.” Different placements work better for different goals.

Here’s the breakdown:

• Top of Search: Great for high-converting, high-competition keywords.
• Product Pages: Useful for targeting shoppers already browsing similar items.
• Rest of Search: Ideal for casting a wider net at a lower cost-per-click (CPC).

Monitor your campaign placement reports and adjust bids to focus on what’s delivering the best ROI.

7. Dayparting: Run Ads When Shoppers Are Active

Did you know that shoppers are more active during specific times of the day? Dayparting, or scheduling your ads, ensures you’re spending your budget when it matters most.

How to implement dayparting:

1. Use your sales data to identify peak shopping hours.
2. Adjust your campaign schedule to focus on these times.
3. Monitor performance and tweak as needed.

If this sounds time-consuming, consider working with Amazon advertising management services to handle it for you.

8. Use Retargeting to Bring Shoppers Back

Not every shopper buys on the first click. That’s where retargeting comes in. Sponsored Display ads let you re-engage people who viewed your product but didn’t convert.

Why it works:

• Keeps your product top of mind.
• Increases the chances of conversion by targeting warm leads.
• Helps you recover missed sales opportunities.

Pro Tip: Retargeting is a powerful feature, but it requires a solid strategy to avoid overexposing your ads to the same audience.

9. Think Beyond ACOS

Advertising Cost of Sales (ACOS) is the go-to metric for many sellers, but it doesn’t tell the whole story.

Other metrics to track:

• Total Sales Growth: Look at how your overall sales are increasing, not just ad-attributed sales.
• Conversion Rate: A high CTR with a low conversion rate means something’s off with your listing or targeting.
• Impression Share: This shows how much visibility your ads are getting compared to competitors.

An Amazon PPC consultant can help you make sense of these metrics and fine-tune your campaigns for better overall performance.

10. Plan for Seasonality

FBA sellers often see spikes in demand during holidays or seasonal events. Planning your PPC campaigns around these periods can help you capture more sales.

Seasonal PPC Tips:

• Increase your daily budget and bids during peak shopping times.
• Use holiday-specific keywords like “Christmas gifts” or “Black Friday deals.”
• Pause underperforming campaigns to allocate more budget to high-performing ones.

Why Work with an Amazon PPC Consultant?

Running Amazon PPC campaigns requires time, expertise, and constant monitoring. For many FBA sellers, partnering with an Amazon PPC consultant or investing in Amazon advertising management services can be a game-changer.

• Expertise: They know the ins and outs of Amazon’s advertising platform, helping you avoid costly mistakes.
• Time Savings: Focus on growing your business while they handle your campaigns.
• Better ROI: Consultants use data-driven strategies to maximise your ad spend and increase sales.
• Customised Strategies: Tailored solutions that align with your business goals.

Ready to Elevate Your Amazon PPC Campaigns?

At FND Ecommerce, we specialise in creating data-driven, performance-focused PPC campaigns that work. From advanced keyword research and bid optimisation to real-time monitoring and competitor analysis, our team of Amazon PPC consultant and PPC experts knows how to craft campaigns that deliver results.

Let’s make your ad spend count. Contact us today and let us turn your PPC campaigns into a powerful growth engine for your Amazon business.