If you’re selling on Amazon, you’ve probably heard about Amazon PPC (Pay-Per-Click) ads and how they can be a game-changer for your sales. But here’s the thing — running Amazon ads can get complicated, fast. It’s not just about creating a campaign and calling it a day. You need ongoing optimization, keyword targeting, and bid adjustments to get the best results. That’s where hiring the right Amazon PPC agency can make all the difference.
In this guide, we’re going to break down exactly how to choose the right Amazon PPC agency that fits your needs and boosts your return on investment (ROI).
What is Amazon PPC and Why Should You Care?
Amazon PPC is basically the advertising engine that allows sellers to promote their products right on Amazon. When someone searches for a product, your ad can appear at the top of the results. You pay each time someone clicks your ad, which is where the "pay-per-click" part comes in. Sounds simple, right?
Here’s the catch: managing Amazon PPC campaigns takes real strategy. You need to constantly test, refine, and optimize to ensure your ad spend is working as hard as possible. Metrics like Advertising Cost of Sale (ACoS) and Return on Ad Spend (ROAS) tell you whether you’re getting bang for your buck — but it takes a skilled hand to manage these.
That’s why choosing the right agency is key to seeing your sales soar instead of watching your ad spend go down the drain.
Key Factors to Consider When Choosing an Amazon PPC Agency
When it comes to choosing an Amazon PPC agency, there are a few things that will set the winners apart from the wannabes. Here’s what to look for:
Keyword Targeting Expertise
If there’s one thing that can make or break your Amazon ad campaign, it’s keywords. A solid agency will have advanced tools and know-how to uncover high-converting, low-competition keywords. These are the golden nuggets that bring in customers who are ready to buy.
Great agencies also pay attention to negative keywords — the ones you don’t want to show up for. By eliminating irrelevant searches, they’ll ensure you’re not wasting money on clicks that won’t convert.
Bid Optimization
Managing bids is where the magic happens in Amazon PPC. Too high, and you’re throwing money away. Too low, and your ads won’t get seen. The best agencies constantly adjust bids in real time to make sure you’re paying just the right amount to win the auction and get the sale.
Plus, many top agencies use automated bidding strategies to take care of this 24/7, so you’re always in the game, even when you’re not actively watching.
Negative Keyword Strategies
I can’t stress this enough — negative keywords are just as important as the ones you target. The last thing you want is to pay for clicks from people searching for something completely unrelated to your product. A smart agency will continually refine your negative keyword list to block out those irrelevant clicks and focus your budget where it matters.
Types of Amazon PPC Ads and Which Ones to Focus On
When working with an Amazon PPC agency, it’s important to know the different types of ads they can run for you. Let’s break them down:
Sponsored Products
These are the bread and butter of Amazon PPC. Sponsored Product ads are the most common type and appear right in the search results or product listings. They’re great for getting your products in front of a large audience.
Sponsored Brands
If you want to showcase more than one product, Sponsored Brands ads are for you. They typically include your brand logo and multiple products, making them great for brand awareness.
Sponsored Display
Want to retarget customers who’ve already shown interest in your product? Sponsored Display ads follow users around the web — even after they leave Amazon. These are powerful for reminding shoppers to come back and make a purchase.
Understanding Pricing Models for Amazon PPC Agencies
Okay, now let’s talk about money. The pricing model you choose can significantly impact how much you’re spending, and more importantly, the value you’re getting from it.
Percentage of Ad Spend
This model means the agency charges a percentage of your total ad spend. So, the more you spend on ads, the more they get paid. This works well for businesses with large ad budgets, but if you’re working with smaller numbers, it might not be the best fit.
Flat Fee Retainer
Some agencies charge a flat fee per month based on the scope of work. This can be great if you want predictable expenses, but it might not cover a super dynamic campaign that needs constant changes and adjustments.
Management Fee + Ad Spend
A hybrid approach, where you pay a flat management fee and a smaller percentage of your ad spend. This works well for larger, more complex campaigns.
How to Vet an Amazon PPC Agency
Finding the right agency means asking the right questions. Here’s how you can dig into their expertise:
Ask About Their Process
A great agency should be transparent about their process. They should walk you through their strategy, explain how they optimize campaigns, and offer insights into how they’ll help you reach your goals.
Check Their Experience
Look for agencies that have worked with businesses like yours. Whether through case studies or reviews, make sure they have a proven track record of success.
Avoid Red Flags
Watch out for agencies that want to run ads through their own accounts. That’s a big no-no. You should always own your ad account to maintain full control, even if you part ways with the agency.
The Difference Between Hiring a Freelancer vs. an Agency
So, should you hire a freelancer or go with an agency? It depends on your needs and budget.
Freelancer
Freelancers are usually cheaper and may be a good option for small businesses with straightforward campaigns. But keep in mind, they may not have the bandwidth or resources to give your campaigns the attention they need as you scale.
Agency
An agency, on the other hand, has a team of experts who can handle every aspect of your PPC campaigns. This often means better results, especially for more complex campaigns, but it comes at a higher cost.
How to Ensure Your Agency Delivers Results
Here’s how to make sure your agency is hitting all the right marks:
Clear Communication
Your agency should be in regular contact, giving you updates and insights into how your campaigns are performing. Make sure they’re providing detailed reports and not just cherry-picking the good news.
Performance Monitoring
A good agency won’t just set up your ads and forget about them. They’ll monitor your campaigns regularly, making adjustments as needed to ensure they’re always performing at their best.
Real Results from Top Amazon PPC Agencies
Here are some real-life success stories from agencies that know their stuff:
- Agency X helped a small electronics brand increase sales by 40% in three months by optimizing bids and targeting high-converting keywords.
- Agency Y took a beauty brand’s ACoS from 30% down to 15%, saving them thousands in ad spend while doubling their conversion rate.
These results aren’t unicorns—they’re what you can expect when you work with the right agency.
Choosing the Right Partner to Maximize Your Amazon PPC Success
Choosing the right Amazon PPC agency isn’t just about finding someone to run your ads. It’s about partnering with a team that will strategically grow your business and help you make the most of your ad spend. By focusing on keyword expertise, bid optimization, and transparent communication, the right agency can take your Amazon PPC to the next level.
Take Your Amazon Ads to the Next Level with FND ECOMMERCE
Ready to see real results with your Amazon PPC campaigns? At FND ECOMMERCE, we specialize in helping UK sellers navigate the complexities of Amazon advertising. From keyword optimization to bid management, our expert team is here to ensure you get the highest ROI.
If you’re looking for a trusted Amazon PPC partner, let’s chat! Get in touch with us today and let’s take your Amazon ads to the next level.