The Benefits of Amazon PPC Outsourcing You Need To Know

amazon ppc outsourcing

Last updated on June 19th, 2023

Written by Mohamed Aden

It takes several tasks to establish, maintain, and reap success with your Amazon business. These include account creation, account protection, store optimization, management of stocks and sales, shipping, and advertising. Some of these are best done with the help of a good Amazon PPC outsourcing company

A PPC team comprises professionals offering a wealth of knowledge and experience to bring you the best Amazon PPC strategy. But how does PPC advertising on Amazon even work, and will hiring an Amazon PPC management agency help enhance your campaign performance? 

Let’s delve into the ins and outs of Amazon PPC advertising and discover how professional Amazon PPC services can help boost your brand.

A Look Into Amazon Advertising

You may already be a long-time Amazon seller but still a novice in Amazon's advertising platform. If so, let’s briefly discuss how it works. 

Pay-per-click, or PPC, is Amazon's internal advertisement system wherein sellers bid on keywords to either rank on the search results or be advertised in multiple areas on the website.

To participate, sellers must determine the keywords they want to rank for each listing. Then, they bid for a certain amount, and whoever has the highest bid gets the ranking or advertisement. The winning seller must pay Amazon each time someone clicks on the listing.

3 Types of Amazon Ads

The platform has three primary types of ad formats that can boost product visibility, increase conversions, and improve overall profitability:

  • Amazon Sponsored Products - These advertisements can be seen at the top of, along the sides of, within the search results, or on the product detail page. This format can either be automated or manually run.
  • Amazon Sponsored Brands - Commonly called headline ads, they appear as banners, usually on top of shopping results. This lets you feature your logo and three of your most popular products, leading the buyer to the brand's page.
  • Amazon Sponsored Display - allows sellers to advertise their products on third-party apps or websites. Amazon’s cookies will trace which buyer visited your listing or a similar one. Amazon will then promote your product on other websites the buyer visits, such as Facebook, Twitch, Instagram, or Netflix.

Choosing the most effective ad format heavily depends on your brand's goals and target audience. Carefully bidding on the right keywords for your listing will also significantly affect the performance and outcome of each advertising format.

The Basics of Keyword Research and Bidding

Keywords are words or phrases that best describe the content and are strategically selected and applied to improve a brand’s visibility and ranking in search results. People enter these terms on a search engine to find what they’re looking for. 

For example, if someone is looking for a pair of shoes, they may type "running shoes" or "best running shoes for men/women." In the context of Amazon SEO optimization, listings should contain these keywords to appear in the search results.

Types of Keywords

There are two types of keywords: short-tail and long-tail keywords. While both are equally important for a PPC campaign, advertising experts advise bidding more for long-tail keywords.

These keywords are wordier, more specific, and less likely to be searched than short-tail keywords. 

Additionally, long-tail keywords suggest buyers invested effort into refining their search terms, indicating they are more likely to buy the product

Types of Keyword Match

To get a good grasp on the research process and find the right Amazon keywords to use, here are the different match types you will encounter. 

  • Broad Match - Amazon shows your manual ad campaigns to broader search terms (your keyword and its variants), reaching more potential customers. You're just going to have tougher competition because of their search volume. 
  • Phrase Match - This is a more refined manual ad campaign. You'll appear to buyers searching for products with specifications. They know precisely what they are looking for, so there's a higher chance of purchasing.
  • Exact Match - When you use this type of keyword, you already foresaw the audience who will see your listing, click through them, and buy them. You will only appear in the specific keywords you set to bid for. 
  • Close Match - This automatic ad campaign uses keywords that closely match your products. 
  • Loose Match - This is another option when using Amazon's automatic ad campaign. A counterpart of phrase and broad match, it shows your ads to terms loosely linked to your product.
  • Substitutes - Amazon will make your ad appear on products related to yours as a suggested alternative. 
  • Complements - Are you affiliated with other products? Amazon will make your ad appear on product pages that complement your offer.

Top 5 Essential Metrics

Tracking and analyzing key metrics is crucial to run successful Amazon PPC campaigns. Here are the top 5 essential KPIs every Amazon seller should learn.

  • ACoS - The price of running a PPC campaign.
  • CPC -  The cost of what you pay for the ads based on the clicks they get. 
  • CVR -  Indicates the number of page visits resulting in a sale. 
  • ROAS - Refers to how much money you make on a campaign for every dollar spent.
  • CTR -  The percentage of people viewing and clicking your ads that include call-to-action.

What Can an Amazon Advertising Agency Do for Your Business?

Advertising on Amazon is no easy feat. The number of tasks you have to handle can be confusing and overwhelming. Fortunately, dozens of advertising companies can assist you and alleviate the burden of managing your Amazon PPC campaign alone.

From deciding which advertising campaign is best to strategic keyword bidding and account management, here are effective strategies you can apply with the help of an Amazon advertising agency.

Increase Brand and Product Awareness and Sales Using Amazon Sponsored Products and Sponsored Display Ads

Professional Amazon PPC advertising companies understand when to use each type of Amazon ads for success.

Amazon Sponsored Products work best to increase awareness about a specific product in your store. This product can be your bestseller. Advertising it more will ensure the stability of sales and brand visibility.

On the other hand, Amazon Sponsored Display is more focused on increasing brand awareness because this ad appears on Amazon and off-Amazon pages. Because your brand is exposed to a larger audience, you can rake in more potential buyers. 

What if you run out of stock? That won't be a problem—this ad will appear only when you have stocks, so keep your listing updated.

In eCommerce, visibility is king. Your partner Amazon advertising agency will help you reach a wider audience through this strategy.

Seamlessly Comply With Amazon’s Brand Guidelines Amazon Sponsored Brands 

Amazon is a marketplace ruled by guidelines to ensure that all sellers are in a fair selling field. These rules also ensure that all content is legitimate and not overselling. Some of Amazon's brand guidelines include call to action (CTA) dos and don'ts, proper use of images and logos, color regulations, citing details about your products, and co-branding. 

Not abiding by these guidelines can mean non-launching or even the termination of your campaign. When you have invested so much in the research but failed to get the rules right, your efforts may not see fruition. 

Fortunately, Amazon is proactive enough to show their sellers the way by publishing complete and detailed guides on what types of ad copies and creatives they can place on their Sponsored Brands ads, including a list of recommended CTAs.

Amazon Sponsored Brands aid in the seamless execution of Amazon's brand guidelines by providing advertisers with a dedicated advertising format to showcase their brand and products consistently and appealingly.

The platform even offers a brief but concise checklist for Sponsored Brands ad users to help them ensure all necessary elements follow Amazon’s policies. 

Screenshot of Amazon Sponsored Brands checklist for ad formats and copies

Following these recommended guidelines and formats will prevent constant ad rejections and enable sellers to maximize their ad performance and drive better results. This ultimately promotes brand visibility efficiently and effectively.

Relying on Amazon PPC outsourcing will clear the worry of non-compliance with Amazon brand guidelines. An Amazon advertising agency will not only abide by the rules but also ensure that the end product is appealing to get clicks and sales from customers. 

Attract a Larger Audience by Creating and Managing Amazon Stores

We all become buyers of someone else's products at some point. In these moments, try to be more aware of your behavior as a buyer. This way, you can understand more about your customers' needs. 

Do you research the products or read some reviews before buying? Guess what—you're part of the 70% of the consumer market, both offline and online, who do the same thing. 

If you want to attract the rest of that 70%, establish your Amazon Store or an off-Amazon website. Putting up an Amazon Store may be the best Amazon PPC strategy for you, but launching an off-Amazon website can also be a supplemental tool to get your brand's message across. 

Amazon Store

An Amazon Store is a visually engaging extension for your product listing. You can present your whole product portfolio using multimedia and introduce your brand to your viewers. Character counts are expanded, so you can discuss your unique selling points more.

Most importantly, your Amazon Store will serve as a push for buyers still thinking twice about purchasing your products.


If you wish to create a presence outside of Amazon to attract a larger audience, partnering with an Amazon advertising agency is the way to go. Off-Amazon websites do not put sales as a primary goal, but they can be a bridge for internet users looking for products similar to yours. 

An Amazon advertising agency would know which strategies work best for you. They will consider different factors, such as the profile of your potential customers, the budget, and the timeline allotted for your campaign. Depending on your goals and budget, you can also have the best of both worlds.  

Research, Brainstorm, and Execute a Keyword Strategy

Keyword research and strategy is more than just incorporating certain words into your listing up to a set frequency; it is done with technique. When devising a keyword tactic for your campaigns, you can either let Amazon do all the strategizing on your behalf, do it entirely by yourself, or combine both:

  • Automatic Campaign - Amazon decides which keywords to bid for based on your product’s relevance to the search terms. This campaign benefits new sellers and those unfamiliar with keywords, giving them more time to focus on their core business.
  • Manual Campaign - For manual campaigns, you will be the one to choose the keywords and bid for them, including intensive research and campaign performance monitoring. This gives you more freedom and flexibility to participate in the process actively.
  • Automatic + Manual Campaign - Your Amazon PPC outsourcing partner company would know if combining the two is the ideal solution for you. Automated campaigns enable more precise targeting and data on the effectiveness of your chosen keywords.
The visibility of your campaign all boils down to whether or not you're using the right keywords and campaign strategies.

The great thing about working with a professional Amazon PPC service is that you have a foundation to build upon, so you’re not essentially starting from scratch. These experts have years of experience and observations on consumer behavior, so they know how to start strong.

While there's no single formula to guarantee a business’s success, you can always rely on the best Amazon PPC strategy unique to your brand for optimal results. 

Be Unique, Stand Out, and Get the Sale With Professional Graphic Designers

Think of an ad you can still remember from years ago; what about that ad left a lasting impact on you? You want to have this kind of recall from your campaign. Pay attention to your visuals, target what's trendy, and create images that sell

Amazon knows that not all sellers on their platform can create ads from scratch. Hence, they provide many types of paid ads that you can launch in just a few clicks through templates. While this is convenient for Amazon sellers like yourself, note that because of the templates, the results may not be as original as you would like them.

Give your brand the visuals it deserves by hiring Amazon ad management services. Ensure high-quality graphics and content done by an in-house creative team. They will polish your campaign from the color palette and tagline to its signature layout. Their tasks will also include monitoring ad assets throughout the campaign to measure effectiveness. 


Amazon PPC outsourcing is a wise choice if you need professional help handling your advertising campaigns. Your partner Amazon PPC agency will take care of your ads' keywords, strategies, and layout to ensure they instantly catch attention, create a lasting impression, and drive sales out of potential buyers.  

Experience the Perks of Amazon PPC Outsourcing With Seller Interactive

Seller Interactive offers the complete services you need to succeed on Amazon. We provide complete account and campaign management, search engine optimization, listing optimization, and more. Our primary goal is to provide strategies and solutions to help your business reach new heights and boost your Amazon sales. Call us at 1-800-820-3746 for inquiries, and outsource your Amazon PPC ads today.

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