Amazon PPC ads give you the power to put your products in front of shoppers who are already searching for what you offer. However, PPC is not as simple as setting a budget and letting the ads run. Without proper management, campaigns can quickly waste money and push your ACoS higher than it should be.
This guide will walk you through each part of Amazon PPC management.
What Is Amazon PPC Management?
Amazon PPC management involves planning, running, analyzing, and optimizing your advertising campaigns on Amazon. It covers selecting the right keywords, choosing suitable match types, setting up the right campaign structures, managing bids, and adding negative keywords to filter out wasteful traffic. It also involves monitoring campaign performance regularly and making adjustments based on data.
The main goal is to get your products in front of the right shoppers at the right time while controlling costs and maximizing sales.
Step 1: Optimize Your Listing First
PPC can bring shoppers to your product page, but your listing is what converts them into buyers. Before you spend on ads, make sure your listing checks all the boxes:
- Include primary keywords in the title naturally and make the product easy to understand at a glance.
- Show multiple angles of the product, use lifestyle shots, and highlight key features.
- Include clear bullet points and descriptions that focus on benefits.
Step 2: Conduct Thorough Keyword Research
Keywords are the foundation of every successful Amazon PPC campaign. They determine when and where your ads appear. When researching keywords:
- Use tools like Helium 10, Jungle Scout, or DataDive to find high-volume, relevant search terms.
- Separate primary keywords (broad, high-volume terms like “stainless steel garlic press”) from long-tail keywords (specific phrases like “garlic press dishwasher safe with cleaner”).
- Look for buyer intent. Keywords that include modifiers like “buy,” “best,” or “for [use case]” often convert better.
- Avoid irrelevant or low-performing terms. Review search term reports regularly and prune out the waste.
Step 3: Structure Your Campaigns Properly
Good campaign structure makes it easier to control performance and scale later. A messy structure leads to wasted budgets and confusion. Here are a few proven tips:
- Separate branded and non-branded campaigns. Branded keywords usually convert better because they target people already familiar with your brand, but they don’t necessarily bring in new customers. Non-branded campaigns, on the other hand, help you reach a wider audience.
- Use separate ad groups for different match types. Broad, phrase, and exact match keywords perform differently, and keeping them separate helps you track their performance more accurately.
- Split high-performing and testing campaigns. Keep proven keywords in one campaign and test new keywords separately to avoid muddy data.
- Keep campaigns simple and organized so you can spot trends quickly.
Step 4: Understand Keyword Match Types
Amazon offers three main match types: broad, phrase, and exact. Broad match is the most flexible. Your ad shows up when a shopper’s search contains all the keywords in any order, including close variations. It’s useful for discovering new keywords, but it can also waste money if not monitored closely.
Phrase match gives you more control because your ad appears only when the search contains your exact keyword phrase, though shoppers can add words before or after it. This gives more control while still capturing some variations.
Exact match is the strictest. Your ad only shows when the shopper types the exact keyword. It’s the most precise and typically delivers the best ROI.
A good campaign uses all three match types strategically.
Step 5: Manage Your Bids Effectively
Bidding is where many sellers lose money. If your bids are too high, you risk overspending on clicks that may not convert. If they’re too low, your ads might not get enough impressions.
Use Amazon’s suggested bid range and then adjust based on real performance data. You should increase bids on keywords that generate sales at a profitable ACoS and reduce or pause bids on keywords that spend money without producing results. Amazon also offers dynamic bidding options, such as “down only,” which automatically lowers your bids when a conversion seems less likely.
Regularly review your bid reviews at least once or twice a week to keep campaigns efficient and profitable.
Step 6: Use Negative Keywords to Avoid Waste
Negative keywords are one of the most effective ways to cut unnecessary costs. They prevent your ads from showing up for irrelevant searches.
For example, if you sell premium stainless steel water bottles, you might want to exclude “plastic” or “cheap” from triggering your ads.
Review your search term reports weekly and add irrelevant, low-converting terms as negatives. This keeps your budget focused on profitable traffic.
Step 7: Analyze Data and Optimize Regularly
Regular analysis is a must to keep campaigns performing well. There are several key metrics to monitor. ACoS (Advertising Cost of Sale) tells you how much you spend on ads compared to the sales they generate. TACoS (Total Advertising Cost of Sale) takes both ad and organic sales into account, giving a bigger picture of how ads impact your business overall.
Click-through rate (CTR) shows how many people click on your ad after seeing it, which can indicate whether your targeting and creatives are effective. Conversion rate shows how many clicks turn into purchases. If conversion is low, you may need to improve your listing.
Step 8: Scale Your Campaigns Gradually
Once you have a stable, profitable campaign, it’s time to scale. But scaling too fast can blow through your budget.
Here’s how to scale smart:
- Increase budgets gradually on winning campaigns.
- Add more exact match keywords for top performers to tighten targeting.
- Expand to Sponsored Brands and Sponsored Display to capture more real estate on Amazon.
- Test Top of Search placement adjustments to boost visibility.
When to Hire a Professional PPC Manager
Running PPC well requires time, data skills, and a good grasp of Amazon’s system. If you’re growing fast or managing multiple SKUs, hiring professionals can be a smart move.
A good PPC manager or agency can:
- Run detailed keyword and competitor research
- Build well-structured campaigns with clear goals
- Monitor performance daily and make fast adjustments
- Identify cost-saving opportunities you might miss
- Create reports that show exactly where your money is going
Final Thoughts
Amazon PPC is one of the most powerful tools available for growing your business on the platform. But success doesn’t come from simply running ads; it comes from consistent management, smart keyword targeting, strategic bidding, and ongoing optimization.
At Enso Brands, we specialize in Amazon PPC management and full Amazon account management services. Our team handles everything from keyword research and bid adjustments to campaign structure and scaling. Contact us today to learn more about our services.
