Amazon PPC and Promotions: A Super Combo to Boost Views and Sales

September 15, 2020
Written by Corin Romkey
amazon ppc optimization

Nothing is sweeter than a discounted product. Promotions, discounts, and coupons have an irresistible charm to customers. It creates a sense of urgency, something like a “buying jolt,” making customers believe that they’re getting a good deal they don’t want to miss. FOMO, anyone? As a seller, you can utilize these advertising tools together with your Amazon PPC campaigns. It creates a super combo to boost sales and increase the visibility of your products.

This article will discuss how Amazon PPC and other promotional strategies can help you in your advertising and sales goals.

Are Amazon PPC campaigns and promotions worth it?

Yes, it is worth it IF you optimize your listings first. Keep in mind that your product listings are your virtual storefront. Since customers can’t physically hold and see your products, your listings should be enough to urge customers to click the “Buy Now” button.

Every element of your listing is essential. Nothing should be left behind, starting from the title, descriptions, and images highlighting its features. 

Use core keywords, brand name, size, model, or color in your product titles. Make it descriptive for your customers. Avoid using all caps and symbols. Don’t include promotional messages like “sale” or “20% off.” Amazon has a separate advertising tool for this, which we will discuss later.

Add only high-quality product images with pure white as its background color. Show the whole product and not just a part of it. The product itself should fill at least 85% of the image container. Demonstrate its actual size and scale. Don’t deceive buyers by making it larger.

You only have a maximum of 1,000 characters to highlight your key product features, so use this limited character count wisely. Enumerate your product’s benefits in bullet points with relevant keywords. Put the wordings in your customer’s perspective. Why should I buy this product? How will it help me solve my problem? 

Product descriptions can help you expound what you have said in the features section. Limit each paragraph from 1-2 sentences only because a wall or block of text is a customer’s ultimate pet peeve. Don’t include promotional messages, website URL, company background, and your name. Also avoid using words like “the best,” “the greatest,” “free shipping,” etc. because it just oversells your product and people see right through it.

Further, answer product reviews, maintain at least 3.5+ stars, and provide competitive pricing. 

If you fail to optimize your product listing, it could derail your Amazon PPC and promotional plans. Not to mention that it could affect your sales and views as well.

What are Amazon PPC and its types?

Amazon PPC (pay-per-click) is an advertising model in which you pay a specific amount every time a customer clicks your ad. If you want to be on the top spot or at the first page of search results, your Amazon PPC ads must have relevant keywords and the highest bidding amount.

Amazon offers three types of PPC ads:

Sponsored products – promotes individual listings. Amazon automatically creates it based on the listing’s content, specifically the title, price, and star ratings.

Sponsored brands – drives brand awareness and lets you showcase at least three products in your catalog. You can customize Amazon PPC sponsored brands by placing your brand name or logo, and three of your best-selling or new products.

Sponsored display – this Amazon PPC ad type lets you promote your products outside Amazon. Unlike sponsored products and brands targeted by keywords, sponsored displays are self-service ads targeted by views or interest.

How do I create an Amazon PPC campaign?

Let’s use the most popular Amazon PPC ad, which is sponsored products as an example:

1. Log in your Seller Central account and go to Campaign Manager.

2. Create an Automatic Targeting campaign first to gather high-converting keywords.

3. After setting a bid amount, run it for 1-2 weeks.

4. Download the Search Term report from the Automatic Targeting campaign.

5. Gather the high-converting keywords only.

6. Create a Manual Targeting campaign.

7. Use the high-converting keyword to populate each match type, namely, broad match, exact match, and phrase match.

8. Set a competitive bid amount.

9. Launch it!

10. Optimize it regularly.

How do I optimize PPC on Amazon?

We cannot stress how important the Amazon PPC optimization step is. You must do this part with due diligence. Some sellers develop a “set it, forget it” habit, which is a bad habit, by the way. You should always strive to improve your listings. Use the tips below to help you optimize your Amazon PPC campaigns:

Create a good campaign structure – don’t mix and match your product category, best-sellers, and products in a single campaign. Set up a campaign for each so you can efficiently monitor which Amazon PPC campaign needs optimization.

Utilize negative keywords – if you want to show your ad to the right audience, use negative exact and negative phrase keywords. Here’s what you need to do:

  1. Choose which campaign or ad group you want to add negative keywords.
  2. Click the “Negative Keywords” tab.
  3. You have an option to add a negative phrase or negative exact by selecting a match type in the dropdown menu.
  4. Add your keywords in the textbox below.
  5. Hit “Add keywords,” then “Save” to finish the process.

Set a target ACoS – ACoS or Advertising Cost of Sales measures an Amazon PPC ad’s performance. Settle between 5% and 15%. If it goes higher than 15%, you’re overspending, and your ad is not performing well.

Create a separate brand keyword campaign – this would come in handy if you already have a large customer base loyal to your brand. Every time a customer finds your products, it might show on the search results quickly.

Bonus tip: Amazon PPC longtail campaign strategy

Amazon PPC longtail campaign strategy, or also known as the “Amazon PPC secret weapon.” 

The secret weapon here is long-tail keywords. What are long-tail keywords? These are search phrases used by meticulous customers who know what they want. They don’t settle with generic terms like “headphones.” They prefer long-tail keywords like “waterproof noise-canceling headphones for work compatible with Mac.”

Moreover, this type of keyword could help customers who use voice search to buy a product.

Execute an Amazon PPC long-tail campaign strategy if you want less competition and more conversions. And, of course, you want those. 

Where can you find these golden nuggets of data? You can get it in the Search Term report from your Automatic Targeting campaign. After you download this report, upload it on your favorite keyword research tool to filter out long-tail keywords. Create a new Amazon PPC campaign for these low-hanging fruit long-tail keywords to increase your ads’ visibility.

Note that Amazon PPC campaigns are only icing on the cake. Pump up your Amazon advertising strategy with other promotional tools that we will discuss below.

What are the different Amazon promotional tools?

Do you want your ads to be more irresistible? Make use of Amazon promotional tools like giveaways, percentage off, social media promo code, and buy one get one free.


It is suitable for new brands and products to generate hype. It lets customers try your product first before using it. It has different varieties such as Lucky Number Instant Win, Sweepstakes, Random Instant Win, and First-Come, First-Served. You can either give a product away for free or at a discounted price. The customer can get their discount using a valid promotion ID or code.

Percentage off

On this Amazon promotion option, you can apply certain conditions for your customers. Like they need to buy a specific number of items, buy products worth a particular amount, or get a discount for every quantity of items purchased. You can also customize the messaging of the detail page, checkout page, and the terms and conditions.

Social media promo code

If you want to promote your products on social media sites and outside the Amazon marketplace, take advantage of social media promo codes. If possible and you have a budget for it, target influencers or groups on Facebook, Twitter, and Instagram to expand your reach.

Buy one Get one (BOGO)

Customers can get one free item for every purchase. You can set this in the ‘Buyer benefit applies to a quantity of’ field. You can also set its display text, and the terms and conditions.

How do I set up an Amazon promotion?

1. In your Seller Central account, go to Advertising > Promotions.

2. Select your preferred type of promotion.

3. Choose the product you want to promote based on SKUs, brand name, or ASINs.

4. Enter the necessary details as per the promotion’s requirements.

5. Review it carefully before clicking the ‘Submit’ button.

Best practices in using Amazon promotional tools

  • Maintain an excellent product listing page.
  • Sell high-quality and in-demand products.
  • Maintain positive reviews and feedback.
  • Set a discount percentage, which is enough to attract customers but won’t affect your margins.
  • Time your promotion well, especially on Black Friday or holiday seasons.
  • The number of units you will give away, or the discount percentage should be based on your budget and goal.
  • If you’re a new Amazon seller with a lesser-known brand, promote aggressively. Otherwise, scale it down to avoid losing sales.
  • Make sure you’re not running out of stock.
  • Enroll in Amazon Brand Registry and Amazon FBA.
  • Review your promotion first before hitting the ‘Submit’ button. 

In Closing

Don’t let your products experience FOMO in getting more views and higher sales. There are Amazon PPC and promotional tools at your disposal to achieve these goals. Just keep your product listings on tiptop shape to prepare itself in various advertising strategies you want it to go through. Ensure that you set the parameters of your promotions right or you will lose money. However, don’t rely on these alone because nothing beats exceptional customer service and offering products that meet their needs to establish brand loyalty and reach your business bottom line.

Do you want to utilize Amazon PPC and its other advertising tools to promote your brand and products? Seller Interactive has a team of expert Amazon consultants willing to help and guide you. For inquiries, email [email protected].

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