PPC Management

Amazon Pay-Per-Click (PPC) Services

About Amazon Paid Search Advertising

The average seller may wait months for a product to show up in Amazon’s organic search results, but Amazon pay-per-click (PPC) paid search ads get your products in front of the right customers almost immediately. By putting a little bit of ad spend behind your listings, you can quickly bump your products up to the first page of search results. Let our experts in Amazon PPC management guide you in the right direction.

With the Awesome Dynamic team of professionals monitoring and managing your PPC campaign(s) on Amazon, you enjoy more clicks and conversions more quickly than without advertising. Clients that have invested in Amazon PPC optimization have experienced:

  • An increase in sales
  • Greater brand visibility
  • Lower Advertising Cost of Sales (ACoS) over time
  • Greater brand loyalty
  • Higher brand awareness

Advertising May Lead to Higher Organic Rankings

Did you know that Amazon PPC advertising helps improve your organic search rankings? PPC ads give us valuable insights into how well specific keywords help drive clicks. Applying keywords that were successfully used in PPC ads linked to your product detail pages allows us to better optimize your product listings and boost your ranking in organic search results.

PPC Advertising Creates a Seamless Experience

Amazon ads often don’t feel like ads at all. Amazon PPC ads often blend in with the other products in the organic search results, creating a more seamless and less intrusive experience for shoppers — and more clicks and conversions for marketers.

Amazon offers a variety of advertising products to help vendors and sellers grow their businesses and expand their reach. Whether you are new to Amazon advertising or interested in optimizing your existing campaign(s), our Amazon consultants are here to help you get the most bang for your advertising buck.

I’m Ready for Expert Help

Maintained Sales While Decreasing Advertising Expense by 52%

A small but thriving fishing tackle company reached out to Awesome Dynamic in August 2018 needing to decrease their overall Amazon advertising spend of about $18,000 per month. Their concern was that decreasing the spend would have a corresponding negative impact on sales. They did not have the time to develop a level of expertise in PPC optimization.

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Unlock the Benefits of Amazon PPC Management

Increase Sales

Consumers come to Amazon ready and willing to make a purchase. PPC advertising helps you target shoppers who are already looking to purchase products like yours.

Boost Visibility

Advertising may give your brand and products an instant boost in visibility. Ads are strategically displayed in highly visible places — such as on product detail pages or on the first page of search results — to grab the shopper’s attention.

Control Costs

With PPC advertising, you pay only for the clicks your ads receive. By tracking your ad spend and performance through your campaign reports, you see what’s working and what isn’t and adjust your ad campaigns to maximize the effectiveness of your ads.

Types of Amazon PPC Ads and Their Eligibility

Amazon offers sellers access to four PPC advertising formats to boost visibility. While all three ad formats are available through Amazon, certain ad types are restricted to certain sellers. What PPC resources are available to you? Here’s a breakdown of the available PPC advertising formats:

  1. Sponsored Product ads let you promote individual product listings to consumers as they browse their search results.
  2. Sponsored Brand ads help drive awareness of your brand by featuring your brand logo alongside three of your products.
  3. Sponsored Brand video ads appear on Amazon as well as in outside markets, and link customers to your product detail page.
  4. Sponsored Display ads target shoppers as they browse similar products; these ads may be configured to reach audiences outside of Amazon.

More About the PPC Advertising Types

Sponsored Product Ads

Sponsored Product ads are keyword-targeted, Amazon pay-per-click ads that appear above and within search results as well as on product detail pages. These ads are shown on desktop and mobile devices.

This type of advertising offers the most granular control over ad targeting precision and is a great Amazon PPC management tool for boosting your sales and visibility. Simply choose how much you want to bid for a click, set a daily budget to help control your ad spend and pay only when your ad is clicked. We help determine which keywords and bidding strategies are best for your products to ensure you’re getting the most bang for your budget.


Sponsored Brand Ads

Sponsored Brand ads are keyword-targeted, pay-per-click ads that appear at the top of the search results page. These ads feature your brand logo, a custom headline and three of your product listings. If you don’t offer three Amazon products, you cannot run this type of ad.

By clicking on a Sponsored Brand ad, the shopper is directed either to a landing page that features a variety of products or to your Amazon Storefront. If you are an Amazon Vendor and eligible for Amazon advertising, a third option allows you to direct shoppers to any Amazon URL that houses at least three of your products.


Sponsored Brands Video Ads

Video ads appear on Amazon as well as in outside markets. These attention-grabbing videos stand out in desktop and mobile results, and link customers to your product detail page.


Sponsored Display Ads

Sponsored Display ad campaigns use auto-generated display creatives that help inspire purchases and have the familiar Amazon look and feel. Based on the targeting options selected, ads are run on desktop and mobile, on detail pages and across other Amazon pages. Ads can also be configured to reach audiences off Amazon via third-party publishers. When shoppers click your ads, they are directed to the product detail page.

Combine Multiple Ad Types to Reach Goals

For eligible sellers, we recommend running an assortment of different ad types. Each ad format has unique strengths and helps the seller accomplish a variety of goals. We keep your goals and budget in mind as we incorporate the best combination of ad types into your advertising strategy.

Ad Targeting and Keyword Match Types

Amazon PPC ad targeting is performed on the keyword level as well as on the product Amazon Standard Identification Number (ASIN) level. Essentially, sellers place bids on relevant keywords or ASINs, and if their bid wins and their ad matches the search, the ad is displayed to shoppers.

As part of our Amazon PPC management services, your Awesome Dynamic team undertakes thorough keyword research to determine which keywords will produce the best results for your products. This research helps to determine the terms you should bid on and informs your ongoing bidding strategy.  

Choosing the Right Keyword Match Type

Choosing the right keyword match type is paramount to reaching customers and driving more sales. Here are the main areas of keywords that your Amazon experts research and explore on your behalf:

Broad Match

Broad match keywords offer the widest traffic exposure. In this case, your ad may appear when a shopper searches for your keyword in any order, including close variations.

Phrase Match

Phrase match keywords are slightly more restrictive than broad match but can drive more relevant traffic to your ads. Your ad may appear when a shopper searches for your exact phrase or a sequence of words that includes your keyword.

Exact Match

Exact match is the most restrictive keyword match type, but it helps to drive the most relevant traffic. For your ad to appear, a shopper’s search term must exactly match your keyword.

Negative Phrase and Negative Exact Matches

Both negative keyword options help to maximize relevant clicks and minimize irrelevant keywords. Applying a negative match type to keywords prevents your ads from showing when a shopper searches for those terms.

The Awesome Dynamic advertising experts research and determine which keywords to target for your campaign as well as develop a plan for your advertising placement and bidding. Our goal is to keep your advertising campaign(s) on track and within budget.

Amazon PPC Management Best Practices

Sponsored Product Ads

  • Use keyword suggestions and track performance to help optimize future campaigns.
  • Target keywords most relevant to the products being promoted.
  • Set the maximum bid you are willing to pay for each click.

Sponsored Brand Ads

  • Target keywords most relevant to the products on the ad page.
  • Maximize impressions for the ad using phrase and broad match keywords.
  • Use engaging headlines to help drive clicks.

 Sponsored Display Ads

  • Utilize targeting options to run ads on desktop and mobile devices.
  • Run ads on product detail pages as well as other Amazon pages.
  • Use auto-generated display creative to help inspire purchases and maintain a look and feel consistent to shopping on Amazon.

Ready to Start Amazon Pay-Per-Click Advertising?

At Awesome Dynamic, we believe in a steady approach to Amazon advertising. You don’t have to develop your strategy all at once. Instead, we use the first few weeks of your campaign as a test-and-learn period. We then use our findings to optimize your strategy moving forward and position you for long-term success, allowing time for your products to gain the visibility they need to dominate.

  1. Set Your Goals

We use your advertising goals to help shape your strategy, so knowing your goals before you get started is important. If your focus is on driving sales, we focus your ads on converting clicks into orders. If you’re hoping to create greater brand awareness, we focus on impressions and set strong cost-per-click bids to help you win more keywords and achieve greater visibility.

During your first consultation, we go over these goals to help ensure we are putting together an Amazon advertising strategy that aligns with your desired outcomes.

  1. Decide Which Products to Advertise

Selecting the right product listings is a big part of helping you achieve your established advertising goals. If you’re using Sponsored Product ads, be sure to check that the products you choose are in stock and competitively priced to increase your chances of having your ad displayed and winning the Buy Box.

  1. Prep Your Product Detail Pages

You are going to drive shoppers to your product detail pages so you want to ensure that your listings are as strong as possible. Your listings should include:

  • Accurate, descriptive product titles
  • High-quality product images and infographics
  • Relevant, useful product information
  • Five feature bullet points
  • Relevant keywords in the copy and on the backend

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