Launching a PPC campaign on Amazon can skyrocket your product visibility and sales if done right. Start by logging into Seller Central, picking an ad type, and setting a budget - then refine it with targeted keywords and smart bids using insights from Amazon paid ads management. This guide breaks it down into simple steps, so you can get started quickly and effectively.
Step-by-Step Method to Launch Your Amazon PPC Campaign
Here’s a clear, actionable breakdown to get your Amazon PPC campaign up and running. Follow these steps to ensure you’re targeting the right audience and maximising your budget.
Log in to Seller Central and Start
Head to your Amazon Seller Central account, hit the “Advertising” tab, and click “Campaign Manager.” Give your campaign a descriptive name - like “Winter Coat Promo – Dec 2024” - to keep things tidy and trackable.
Pick the Right Ad Type
Choose an ad format that fits your goals. Sponsored Products is perfect for beginners, pushing single items in search results, while Sponsored Brands lets you flaunt your logo and multiple products in a stylish header ad.
Set Up Targeting
Opt for automatic targeting to let Amazon pick keywords based on your listing, make sure to negative irrelevant keywords or phrases before activating, or go manual to select precise terms like “wool coat women UK” for tighter control over who sees your ad.
Establish Your Budget
Set a daily budget you’re comfortable with - £15 is a good starting point for testing, depending on how competitive your niche is. You only pay per click, and you can tweak this anytime, keeping your spending firmly in your hands.
Select Keywords That Convert
For manual targeting, dig into tools like Helium 10 or Amazon’s keyword suggestions. Go for specific phrases like “insulated travel mug” over vague ones like “mug” to nab shoppers with buying intent.
Determine Your Bids
Start with a bid of £0.60 per click for most keywords to be conservative with your spend - Amazon’s suggested bids can be useful. If a term like “thermal socks” starts driving sales, bump up the bid to stay ahead of competitors.
Polish Your Ad Creative
Your listing’s title and image are your ad for Sponsored Products, so make them pop - a title like “Men’s Waterproof Hiking Boots – Size 9” with a crisp photo works wonders. Keep it clean and compelling.
Launch and Monitor
Click “Launch Campaign” and keep an eye on metrics like impressions, clicks, and ACoS (Advertising Cost of Sale). Check in daily at first - if ACoS creeps above 25%, adjust your approach - this might entail keyword or phrase negations or lowering bids or budgets.
Tweak with Data
After 7-10 days, dive into your search term report. Cut losers like “cheap socks” if they don’t convert, and double down on winners like “merino wool socks” to stretch your budget further.
Additional Tips for Success
Take your PPC game up a notch with these practical tips to optimise performance and stay ahead.
Filter Out Junk Traffic
Use negative keywords like “free” or “second-hand” to dodge clicks that won’t buy. Update this list weekly based on your search term report to keep your budget focused.
Supercharge Your Listings
Clicks mean nothing without conversions - sharpen your listing with top-notch images, punchy bullet points, and solid reviews. A strong foundation turns ad traffic into sales.
Ride Seasonal Waves
Boost bids on timely terms - like “Valentine’s gift jewellery” in February - to catch peak shopping surges. Timing your campaigns right can massively lift results.
Test New Ad Formats
Once you’ve nailed Sponsored Products, experiment with Sponsored Brands or Sponsored Display. A Sponsored Brands ad with your logo can build recognition while showcasing your range.
Common Mistakes to Avoid
Sidestep these traps to keep your Amazon PPC campaigns profitable and on track.
Letting It Run Wild
Don’t “set and forget” - unmonitored campaigns can bleed cash on dud keywords. Pop in weekly to review performance and make smart adjustments.
Betting on Broad Keywords
Generic terms like “jacket” pull in irrelevant clicks that cost you without converting. Stick to specifics like “men’s leather jacket black” to target serious buyers.
Overlooking ACoS
If your ACoS climbs past 30%, you’re losing money on every sale. Lower bids or pause underperformers to keep your margins healthy.
Mastering Amazon PPC doesn’t have to be daunting - just follow these steps, watch your data, and refine as you go. With a bit of practice, your campaigns will drive traffic and sales like clockwork. Ready to dive in and make your products stand out?
For expert help to boost your ROI, consider Amazon paid ads management to fine-tune your strategy.