Brace Yourselves For Soaring Sales, Use The Best Amazon PPC Strategy Now

March 15, 2021
Written by Jayce Broda
best amazon ppc strategy

With every decision we make, we always seem to ask, when is the right time? When is the right time to graduate? When should I get married? When is the best season to visit a certain tourist spot? When should we be investing in a business? When should we venture into our own trades and resign from our dead-end 9-to-5 jobs? We spend a lot of time thinking about these scenarios instead of just turning them into reality. What if the answer is now? When is the right time for your business to rank on the first page of Amazon? The answer, dear readers, is Now.

After the ‘whens, come the ‘how’s. To help you make the big leap, we have listed here our top suggested strategies that will put your online business on the map—or, in this case, the first page of Amazon. We’ll be discussing Amazon PPC marketing, Amazon PPC optimization, and Custom Amazon PPC Strategy, with help from an Amazon PPC expert. 

#1: Use one Amazon automatic campaign at a time.

There are four types of Amazon automatic campaigns, and all of them are designed to target particular keywords on Amazon. 

  1. Close match campaign - This type of campaign may fall under the phrase match type of keywords as Amazon will rank you to more specific phrases related to your brand or products. 
  2. Loose match campaign - This is also called broad match keywords, where Amazon will automatically rank your product for keywords that broadly match it. You will appear on broad searches of customers. 
  3. Complements - This is an ASIN targeting strategy which makes your ads appear on customer product pages. These ads are not exactly the same as the products your competitor offers but a complement to what they are selling. For instance, your competitor sells garden tables; your garden stools may appear as sponsored ads on their page. 
  4. Substitutes - This campaign is an ASIN targeting strategy that allows you to piggyback on your competitors’ traffic; your ad will appear on their product pages as an alternative to viewers. 

The strategy here is not to launch all strategies in a single campaign. If you have already targeted specific keywords in your aim for organic ranking, focus on those keywords using a single automatic campaign. Why just one? If you enable all ads simultaneously, the non-performing automatic campaigns will pull the progress of working campaigns, hurting your overall stats. 

#2: Never pause your campaigns or start over again. 

“Nothing lasts forever.” or “Forever does not exist.” does not apply to Amazon PPC marketing—at least in the context of running campaigns. Never pause a campaign or start again from scratch if you already have an established ad going. Make it last forever! How? 

  1. Edit, delete existing keywords that are not performing well, and add keywords you want to rank for, but do not pause. 
  2. Continue being dynamic in managing your keywords, but do not restart the whole campaign. 
  3. Create a template for PPC creation. You can use this to easily copy and paste additional keywords you want to rank for in your campaign. 

The longer your campaign is running, the more effective it will be. Your ad will be looped in on Amazon’s algorithm, affecting your overall presence on the platform.

#3: Place your ads on the new arrival sellers and competitors with low ratings’ product pages. 

A common strategy on Amazon is doing competitor analysis that targets high-ranking sellers. The goal is to know their best practices, ranking keywords, pricing, ads, and other details that make them successful. With this knowledge, you can wisely execute your Amazon PPC optimization. This is an excellent way to develop a ranking on the platform, but we would like to recommend two more Amazon PPC marketing strategies that may be beneficial to your campaign.

  1. Check out new arrival competitors by searching keywords you want to rank for, then use the filter “New Arrival” to see the new sellers for those keywords. Obtain and target their ASINs, so your ads will appear on their pages. This type of strategy works because buyers who will land on the pages of these new arrivals will see your ad, ratings, and credibility. Hence, you will appear a much better option, getting that visitor’s impression, click, and hopefully, a sale. 
  2. You may also search for competitors with low ratings but have higher prices than your product. Before you create an ad, select Review star ratings and set it to 3 stars. Target your competitors’ ASINs to appear on their product pages. Potential customers will see your sponsored ads, your price that is lower than your competitors’, plus a higher rating. Logic will suggest that you have the better product, leading to more potential buyers.

This type of strategy works because the product pages, despite not having decent ratings, reviews, or being new, have invested in organic ranking and even the best Amazon PPC strategy for them to rank. Your ad will appear alongside their pages, harnessing the traction they get through both paid and organic campaigns.

#4: Prepare to go all out on your budget for your campaigns. 

When it comes to your Amazon PPC marketing budget, an Amazon PPC expert will always tell you to go big, especially for newly launched campaigns. There are two main reasons:

First, this ensures that your campaign will run the whole day, especially during peak hours when buyers are online and ready to buy. If you allot a frugal budget, there is a risk that your ads will not appear on prime hours when there are surges of online shopper traffic.

Second, Amazon’s algorithm will notice the grandness of your bids, especially if they are continuously running. This will be a determining factor for the platform to favor your ads against those bidding at a lower price. 

Eventually, once you achieve your desired presence and stability in the ranking, you can slowly decrease your budget to focus on earning more profit from your sales. As an Amazon PPC expert would say, you can now decrease your ACoS or advertising cost of sales. Nonetheless, this stability will only come after you spend a lot in the first months of your campaign. 

#5: Place your ads in categories close to what you are selling. 

Another strategy an Amazon PPC expert will suggest for successful Amazon PPC marketing is placing your ads on product pages that are close to or will complement the product being sold by another seller. To do this, just pick a category related to yours instead of picking the actual category your ad fits in.

For instance, if you are selling protein shake mixes, your strategy will be to target product pages offering fitness equipment and other health-related products. This is on the premise that some buyers may be looking for a different product, but once they see your ad, they may actually click on it because of the triggered “need” after seeing your ad. 

Despite the risk of not targeting the exact audience your product is aimed for and not getting immediate sales, you can still promote your brand to individuals who might have the need for it. You may not get the sale eventually, but the product and brand awareness will help you in the long run.

#6: Understanding and correctly using negative keywords. 

If there are keywords you want your products to rank for, there’s also the opposite. Negative keywords refer to search terms or phrases you want your products excluded from. Be extra cautious when using this tool for your Amazon PPC optimization, as you may be including terms that open an excellent opportunity to widen your brand and product’s reach. Here are some tips:

  1. Include your brand name in the negative keywords list if you are a new brand as most buyers search for general terms, seldom brands. If you really want to rank using your brand, use a manual campaign. 
  2. If you are including negative keywords in plural form, know that even the singular for the singular form of these keywords, you will also not rank. 

Why is there a need for negative keywords? This is because there are instances when your product will appear on search results unrelated to what the buyer is looking for, and you will get a click. This click costs you, but the probability of the searcher buying your product is low. Through a list of negative keywords, you are sure that your ads will appear only as you intend them to. 

#7: Use other Amazon PPC marketing keywords for organic ranking.

A common practice among Amazon sellers is optimizing their listing and PPC through knowledge about their competitors. This strategy, however, focuses on analyzing your own ASIN. There are tools available online that an Amazon PPC expert uses to do a reverse ASIN on your own products. Follow a reverse ASIN step-by-step guide if this is your first time.

Here are the results you will get:

  1. You will know if you are appearing on keywords you are trying to rank for. 
  2. You will know which keywords you rank.
  3. You will see other keyword opportunities you can rank for but not included in your Amazon PPC optimization.
  4. You will know which words to include in your negative keywords list. 

#8: Target Spanish keywords and other keywords in different languages or forms. 

There are 59.5 million Amazon Prime subscribers outside America, which means that English is not the only language used by its users. Hence, for your Amazon PPC optimization and even on SEO, use languages your target audience use. Many Amazon sellers suggest that using Spanish is the most common strategy. You can try this out and see how many search results you can get. We suggest that you also include the terms in your backend keywords. The same strategy goes for related words and misspelled words related to your products.

#9: Long-tail keywords are gold. 

Amazon PPC optimization using ranking keywords is good practice. Using long-tail keywords is better! 

The advantage of using long-tail keywords is, although they have lower searches, experts suggest that those who look these keywords up have higher intent to buy. You only need to have an excellent pitch on your product description, a couple of reviews for social proof, and appealing images. Then, you’ll surely get that sale. Moreover, there is lesser competition when you use long-tail keywords because sellers are most likely to go for the convenience of using ranking generic keywords instead.

There are tools to help you jumpstart your long-tail keywords optimization. Details you can include are the color, specific chemical content of the product, usage for genders, distinct materials used, and other important terms specific to your product. For instance, instead of using caps or caps for men, you can create the long-tail keyword, waterproof baseball cap for men. Instead of using organic day cream, you can use honey and aloe vera infused organic day cream for women

Final Thoughts

The world of eCommerce will never run out of Amazon PPC marketing strategies, especially since the platform has been hailed as an industry behemoth. Some may argue that the best Amazon PPC strategy for your business may be different from others—this is definitely true. After executing some of these tested and proven strategies, it is important to monitor the progress of your campaigns and measure your growth and success. As mentioned, if some details do not work, do not stop or pause your campaigns; instead, adjust and adapt accordingly. 

If you are looking for an Amazon PPC expert who can help you determine the best Amazon PPC strategy for your business, Seller Interactive is the place to be. 

We offer different solutions for your marketing needs and have a dedicated team of experts who will execute the best Amazon PPC campaigns, monitor the ads, and ensure that the end goal of having more sales will be achieved. 

You can contact us at 1-800-820-3746 to know more about the services we offer. 

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