Published On: May 28, 2023
Categories: Amazon Ads
5.1 min read

As an Amazon seller, you know that advertising is crucial for the success of your business. One of the most effective ways to advertise on Amazon is through their Pay-Per-Click (PPC) advertising platform.

However, with the ever-changing landscape of e-commerce and the increasing competition, it can be challenging to create a successful Amazon PPC campaign. That’s why we’ve created this ultimate guide to help you develop Amazon PPC strategies for 2023.

What is Amazon PPC?

Amazon PPC is an advertising model where sellers bid on specific keywords to have their products appear at the top of search results pages. When a customer clicks on their ad, they pay a fee to Amazon, hence the name Pay-Per-Click. The goal of Amazon PPC is to increase product visibility and drive more traffic to your product listings, leading to higher sales.

Why is Amazon PPC Important for Your Business?

Amazon PPC is critical for your business for several reasons. Firstly, it helps your products stand out in a crowded marketplace. With millions of products available on Amazon, it’s essential to have a way to get your products noticed. Amazon PPC ensures that your products appear at the top of search results, increasing visibility and driving more traffic to your listings.

Secondly, Amazon PPC can increase your sales and revenue. When customers see your products at the top of search results, they’re more likely to click on them and make a purchase. With more sales, you’ll have a higher Amazon Best Seller Rank (BSR), leading to even more sales.

Lastly, Amazon PPC provides valuable insights into your customers’ search habits and behaviors. By analyzing your campaign’s performance, you can adjust your product offerings and marketing strategies to meet your customers’ needs better.

Types of Amazon PPC Ads

There are three primary types of Amazon PPC ads: Sponsored Products, Sponsored Brands, and Sponsored Display.

Sponsored Products:

These ads appear in both search results and product detail pages. They can appear at the top, middle, or bottom of search results and look similar to regular product listings. Sponsored Products ads are keyword-targeted, meaning they’ll only appear when a customer searches for a specific keyword you’ve bid on.

Sponsored Brands:

These ads showcase several of your products alongside your brand logo and a custom headline. They appear at the top of search results and help increase brand visibility and recognition. Sponsored Brands are also keyword-targeted, and they can appear on both desktop and mobile devices.

Sponsored Display:

These ads appear on product detail pages and other relevant pages on Amazon. They can be interest or product-targeted, meaning they’ll appear to customers who’ve shown an interest in similar products or have recently viewed related products.

Amazon PPC Best Practices

To make the most of your Amazon PPC campaigns, you need to follow some best practices:

Conduct thorough keyword research:

Thoroughly researching keywords is crucial for the success of your Amazon PPC campaign. Use Amazon’s keyword research tools and other third-party tools to find the most relevant and high-traffic keywords for your products.

Optimize your product listings:

Your product listings need to be optimized for both Amazon’s search engine and your customers. Ensure your listings have high-quality images, accurate and detailed product descriptions, and competitive pricing.

Set competitive bids:

It’s essential to set competitive bids for your keywords to ensure your ads appear at the top of search results. However, you also need to be mindful of your budget and not overspend on bids.

Monitor and adjust your campaigns:

Regularly monitor your campaigns’ performance and adjust your bids and keywords accordingly. By analyzing your campaigns’ data, you can optimize your campaigns’ performance and maximize your return on investment (ROI).

Use negative keywords:

Negative keywords refer to the keywords that you do not want your ads to be shown for. Adding negative keywords can help prevent your ads from appearing for irrelevant search terms, leading to wasted ad spend.

Utilize ad scheduling:

Amazon PPC allows you to schedule your ads to appear at specific times and days. Use ad scheduling to ensure your ads appear during peak shopping times and when your target audience is most active.

Focus on product relevance:

Make sure your ads are relevant to the products you’re advertising. Amazon rewards ads that are highly relevant to their searchers by giving them better ad placements and lower costs per click (CPC).

Tips for Creating Effective Amazon PPC Campaigns

Now that you know the best practices for Amazon PPC, here are some tips to help you create effective campaigns:

Start with a small budget:

When you’re first starting with Amazon PPC, it’s essential to start with a small budget. This will allow you to test your campaigns and make adjustments without overspending.

Use automatic targeting:

Amazon’s automatic targeting feature can help you identify new keywords and search terms that you may not have considered.

Create specific ad groups:

Group your products into specific ad groups based on their relevance to specific keywords. This will allow you to create highly targeted ads and increase their relevance.

Use compelling ad copy:

Your ad copy should be compelling and persuasive, encouraging customers to click on your ads and make a purchase.

Test and optimize your campaigns:

Regularly test and optimize your campaigns to improve their performance. Use A/B testing to compare different ad copy, keywords, and bids to see what works best.


To conclude, Amazon PPC is a crucial component of the strategy for any Amazon seller to achieve success. By following the best practices and tips outlined in this ultimate guide, you can develop effective Amazon PPC campaigns that increase visibility, drive traffic to your product listings, and ultimately increase sales and revenue. Remember to conduct thorough keyword research, optimize your product listings, set competitive bids, monitor and adjust your campaigns, and focus on product relevance. By doing so, you’ll be well on your way to achieving your Amazon sales goals in 2023.

Purple Cow provides the Amazon PPC service that stands out from the herd! Our team of experts will help you create and optimize PPC campaigns that boost your product visibility and sales on Amazon. With our thorough keyword research, product listing optimization, and strategic bid management, you can reach your target audience and increase your revenue. Don’t settle for ordinary advertising, choose Purple Cow and stand out from the competition.

About the Author: Faisal Haneef

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