Amazon PPC (Pay-Per-Click) is an advertising system where sellers pay Amazon each time a customer clicks their ad, helping to increase product visibility and sales. It’s a brilliant way to get your products in front of shoppers searching for items like yours, appearing in search results or on product pages. Whether you’re a new seller or a seasoned pro, mastering Amazon PPC can skyrocket your store’s success - especially with expert Amazon advertising management services to fine-tune your campaigns. Let’s walk through how to use it effectively.
Step-by-Step Guide to Setting Up and Running an Amazon PPC Campaign
Ready to dive into Amazon PPC? Here’s a straightforward guide to get your campaign live and thriving, written in plain, actionable UK English.
Get Started with Seller Central
Log into your Amazon Seller Central account and head to the “Advertising” tab. Click “Campaign Manager” and choose your ad type - Sponsored Products is a great starting point as it promotes individual listings right where shoppers are looking. Set your campaign name and duration to keep things organised.
Pick Your Targeting Style
Choose between automatic or manual targeting. Automatic targeting lets Amazon pick keywords based on your listing - perfect if you’re just starting out. Manual targeting lets you select specific terms like “leak-proof water bottle” for more control.
Set a Sensible Budget
Decide on a daily budget - £10 is a decent starting point for testing the waters. You’ll only pay when someone clicks, so you can tweak this later based on performance. Don’t worry, Amazon won’t overspend beyond your limit.
Nail Your Keywords
For manual campaigns, look into keyword tools like Helium 10 or Amazon’s own suggestions. Focus on specific, high-volume terms - think “stainless steel water bottle UK” rather than just “water bottle” to attract the right crowd. Add a few broad terms too, but keep them relevant.
Decide Your Bids
Set how much you’ll pay per click - starting at £0.50 is reasonable for most keywords. If a term like “eco-friendly flask” starts driving sales, bump up your bid to stay competitive. Amazon’s suggested bids can guide you here.
Polish Your Ad Creative
Sponsored Products ads pull from your listing’s title and main image, so make sure they shine. A title like “Leak-Proof Stainless Steel Water Bottle – 500ml” and a crisp photo can boost clicks. Keep it clear and appealing.
Launch and Monitor
Hit “Launch Campaign” and keep an eye on your stats - impressions, clicks, and ACoS (Advertising Cost of Sale). Check in daily at first to see how things are performing. If your ACoS creeps above 20%, it’s time to adjust.
Refine as You Go
After a week or two, dive into the data. Pause keywords with lots of clicks but no sales - like “water bottle with straw” if it’s not converting - and shift budget to the winners. It’s all about optimising as you learn.
Additional Tips for Success
Want to take your Amazon PPC game to the next level? Here are some practical pointers to maximise your results.
Experiment with Ad Types
Don’t stick to just Sponsored Products - try Sponsored Brands for a flashy header ad or Sponsored Display to retarget shoppers who’ve browsed your stuff. Each type has its perks, so test what works for your brand.
Use Negative Keywords
Exclude terms like “cheap” if you’re selling premium gear. This stops you wasting money on clicks that won’t convert. Update your negative keyword list weekly based on search term reports.
Optimise Your Listings First
A killer listing - sharp images, detailed bullet points, and solid reviews - makes your ads more effective. Spend time polishing this before pumping money into PPC. It’s the foundation of your success.
Leverage Seasonal Trends
Ramp up bids for seasonal keywords - like “Christmas gift ideas” in December or “summer picnic essentials” in July. Timing your campaigns right can give sales a massive lift.
Get Expert Help
If PPC feels like a maze, Amazon advertising management services can handle the nitty-gritty, optimising your ad spend while you focus on growing your business.
Common Mistakes to Avoid
Steer clear of these pitfalls to keep your PPC campaigns on track.
Ignoring Negative Keywords
Skipping these means you’ll pay for irrelevant clicks - like “free water bottle” when you’re selling premium ones. Check your search term report weekly and block the duds.
Setting and Forgetting Campaigns
PPC isn’t a “set it and leave it” deal. Without regular tweaks, you’ll burn through your budget on underperforming ads. Schedule a quick review every few days.
Focusing Solely on Bids
Bidding high won’t fix a weak listing. If your product page lacks appeal - blurry pics or skimpy details - shoppers won’t buy, no matter the bid. Balance ad spend with listing quality.
Mastering Amazon PPC can transform your store, driving traffic and boosting sales. Start small, test your approach, and scale up as you see results. With a bit of know-how - and maybe a hand from Amazon advertising management services - you’ll be on your way to PPC success. Ready to give it a go?