Advanced Amazon PPC Tactics: Moving Beyond the Basics
Master advanced strategies to outperform competitors and maximize your advertising ROI
Table of Contents
Introduction
So you’ve heard of what Amazon PPC is, and you’ve learned a thing or two. But if you’re not satisfied, you want to know more and take your Amazon entrepreneurship to the next level. Then it’s time to move beyond the basics and embrace advanced Amazon PPC tactics.
Let’s start by acknowledging the reality: the competition is fierce, and if you’re not using Amazon PPC ads to promote your products, you’re missing out on a huge opportunity to reach potential buyers.
Reality Check: Not all Amazon PPC campaigns are created equal. If you’re just starting out, you might not have the expertise to create an effective campaign that generates sales.
That’s where working with an experienced Amazon PPC agency can give you a serious edge. With expert Amazon PPC management, you ensure your campaigns are structured, optimized, and scaled with precision—maximizing both reach and ROI.
Master Your Keywords
Before figuring out what keywords suit your campaign best, you must first know the 3 different types of keyword indexing in Amazon PPC campaigns.
Keyword Match Types Comparison
Broad Match
Triggers ads for any variation of the keyword, including synonyms, misspellings, and related keywords.
Exact Match
Triggers ads only when customers search for the exact keyword phrase or close variations.
Phrase Match
Triggers ads for the exact phrase with additional words before or after.
Pro Tip: It’s generally recommended to start with a mix of 2-3 match types to reach a wide audience while maintaining targeting control and budget efficiency.
Finding the Best Keywords
Amazon Search Bar
One of the best keyword tools – it’s free and easy to use!
- Begin typing a keyword related to your product
- Note Amazon’s suggested search terms
- Consider using relevant suggestions as keywords
- Repeat with different keyword variations
- Analyze related products in search results
Keyword Research Software
Professional tools like Helium10’s Cerebro provide advanced insights.
- • Identify high-performing keywords
- • Competitor keyword analysis
- • Search volume data
- • Trend analysis
Utilize Negative Keywords
Negative keywords are keywords or phrases that you do not want your ads to appear for when customers search for them.
Example: Coffee Mugs
✓ Show ads for:
- • “coffee mugs”
- • “ceramic coffee mugs”
- • “office coffee mugs”
✗ Don’t show ads for:
- • “travel mugs” (negative keyword)
- • “water bottles”
- • “tea cups”
Cost Savings: Using negative keywords helps you avoid wasting money on clicks from people who aren’t likely to buy your product, increasing conversion rates and ROI.
Determine Your Goal
There are several goals you can achieve with Amazon PPC beyond just higher conversion rates.
PPC Campaign Goals
Higher Conversion Rates
Optimize for sales and revenue generation
Boost Visibility
Increase product exposure and search rankings
Improve Brand Awareness
Build recognition and market presence
Build Loyal Customers
Create repeat buyers and brand advocates
Maximize Optimization
There are two critical areas to optimize: your product listing and the PPC campaign itself.
Listing Optimization
Truth: No matter how strong your campaign might be, it won’t mean much if the quality of your listing is lacking.
High-Quality Images
Professional product photography
Clear Titles
Descriptive and keyword-rich
Quality Content
Compelling descriptions and features
Campaign Optimization
Three main types of Amazon PPC campaigns, each serving different purposes:
1. Sponsored Products
Ideal for: Increasing Sales
Appear in search results and product detail pages to promote individual products.
2. Sponsored Brands
Ideal for: Boosting Visibility
Appear at top of search results featuring brand logo, custom headline, and up to three products.
3. Sponsored Display
Ideal for: Brand Awareness
Appear on product pages and review pages to retarget shoppers and reach new audiences.
Monitor and Adjust as You Go
Once you run your campaign, keep a close eye on it to ensure optimal performance. Here’s your monitoring checklist:
Key Performance Metrics to Monitor
Check Campaign Performance
Monitor impressions, clicks, and conversions daily or several times per week
Monitor Ad Spend
Track spending and adjust bids to stay within budget and maximize ROI
Review Search Terms
Identify which keywords shoppers use to refine targeting and negative keywords
Analyze Conversion Rates
Assess how well ads convert shoppers into customers
Monitor Competitors
Watch competitor ads to refine your strategy and stay ahead
Regular Adjustments
Tweak keywords, bids, ad copy, and targeting based on performance data
Pro Tip: Regular audits by your Amazon PPC agency can uncover opportunities to reduce ACoS and scale your best-performing ad sets.
Leave It to the Experts
Ready to Scale Your Amazon PPC?
Running a successful PPC campaign takes serious dedication, effort, and calculation. Our dedicated team at AMZ OneStep handles everything including analysis, split testing, monitoring, and much more.
What We Handle:
ROI Optimization Process
