Amazon Pay-Per-Click (PPC) Management Services

Amazon Pay-Per-Click (PPC) Services

About Amazon Paid Search Advertising

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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 and taking advantage of your Amazon advertising options, 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 Awesome Dynamic’s Amazon display advertising, a team of professionals monitors and manages your PPC campaign(s). Advertising on Amazon, can draw more clicks and conversions faster 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

Why should we advertise? We don’t want to waste money.

Advertising is a crucial part of a larger strategy to direct focus to your product listings. In order to maximize the benefits of your PPC campaign, it’s important to focus on your overall account health, seller ranking, and listing optimization. These elements work together to attract attention and provide valuable data to further improve your copy and keyword outreach.

Why do our PPC campaigns need to be monitored and adjusted?

Buyer habits and trending keywords are in constant flux. Your ACoS (Advertising Cost of Sale) can skyrocket when ads, bids, and keywords are not routinely optimized. With consistent monitoring, you can make the most of your advertising budget and develop the most effective strategy to reach your target audience.

What is the best PPC strategy?

For Amazon PPC ads, opt for a steady approach by setting goals, thoughtfully selecting the products you want to promote, and considering the audience you want to appeal to. Once you have a PPC strategy in place, optimize your product listings with valuable keywords, informative copy, and high-quality images. It's important to continually monitor your campaign performance. Many sellers find that hiring an Amazon consulting agency is helpful for campaign management and growth.

What are Amazon Ads?

Amazon Ads help you promote your products and brand to drive awareness, consideration, conversion, and loyalty. With most Sponsored Products, Sponsored Brands, and Sponsored Display ads, you choose your budget and how much you want to spend per click.

With Amazon Ads, you also have the option of:

Stores: A free, multi-page webstore that you can customize to showcase your products and brand

Audio Ads: 10-30 second ads that promote your products or brand on Alexa-enabled devices

Video Ads: Product or brand videos that play on Amazon's websites, mobile apps, and Fire tablet wake screens

How do Amazon Ads work?

With Amazon Ads, sellers only pay when the shopper clicks on your ad, regardless of whether this results in a sale. With this pay-per-click (PPC) model, sellers can target specific keywords to create ads for their products. These ads appear on Amazon’s search engine results page (SERP) and competitor product listings.

What PPC ad types does Amazon have?

With Amazon PPC ads, you can choose from Sponsored Products, Sponsored Brands, Sponsored Display, and Sponsored Brands Videos.

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.

There are a variety of Amazon advertising options 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.

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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 Pay-Per-Click 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 and PPC strategy.

Types of Amazon PPC Ads and Their Eligibility

Amazon offers sellers access to four PPC advertising formats to boost visibility. While all 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 Amazon 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, our PPC management firm recommends 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.

The best PPC company will consider every available option to determine the strongest course of action for your brand. 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. 

Additionally, the best PPC agency will use this research to determine the terms you should bid on and manage your ongoing bidding strategy. With many years of experience and clients in a wide range of industries, we are well-versed in making the most out of your budget.  

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, producing results 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?

Unlike many PPC advertising companies, our Amazon advertising agency believes in a steady approach. 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. For Amazon and Walmart advertising, we 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

The best PPC management approach is to use your advertising goals to help shape your strategy. 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, our PPC advertising agency will 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

Amazon display advertising can drive shoppers to your product detail pages, so you want to ensure that your listings are as strong as possible. Our PPC management agency will review your listings and optimize your content to make sure it includes:

  • 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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