Introduction
Amazon PPC (Pay-Per-Click) advertising is one of the most powerful tools for sellers in India to grow visibility, boost sales, and gain a competitive edge. Yet, for many Indian sellers, PPC remains confusing, technical, and difficult to master.
This beginner-friendly guide breaks down the entire Amazon PPC ecosystem in India. Whether you’re just getting started or trying to improve your campaigns, this blog will walk you through the basics, campaign types, keywords, budgeting, optimization, and strategy.
What is Amazon PPC?
Amazon PPC is an advertising model where sellers bid on keywords to display their products in Amazon search results or product detail pages. You only pay when someone clicks on your ad — hence the name “Pay-Per-Click.”
When done right, Amazon PPC:
- Increases product visibility
- Improves organic ranking (by increasing sales velocity)
- Boosts new product launches
- Helps dominate competitor listings
Types of Amazon PPC Campaigns
1. Sponsored Products
- Most commonly used PPC ad type.
- Your product appears in search results and product pages.
- Keyword-targeted or auto-targeted.
- Best for all sellers, especially beginners.
2. Sponsored Brands
- Shows your brand logo, headline, and multiple products.
- Appears at the top of search results.
- Requires Brand Registry.
- Best for brand awareness and cross-selling.
3. Sponsored Display
- Targets shoppers based on interests, past purchases, or views.
- Appears on and off Amazon.
- Useful for remarketing and audience targeting.
🔎 Beginner Tip: Start with Sponsored Products first. It’s easier, more direct, and performance-based.
How Amazon PPC Works (Step-by-Step)
- Create a Campaign
- Choose campaign type (start with Sponsored Products).
- Set a name, daily budget, and duration.
- Select Targeting Type
- Automatic Targeting: Amazon chooses keywords.
- Manual Targeting: You select keywords.
- Set Bids
- You place a bid amount per click.
- Higher bids = higher chances of placement.
- Launch Ad
- Amazon runs the ad based on budget and keywords.
- Pay Only Per Click
- If someone sees the ad but doesn’t click, you don’t pay.
- Monitor and Optimize
- Review reports, reduce waste, increase bids on performing keywords.
Keyword Targeting in Amazon PPC
There are three main match types you can use when selecting keywords manually:
| Match Type | How It Works | Example Keyword | Matches Example Search Query |
|---|---|---|---|
| Broad | Contains all keywords in any order | red t-shirt | buy red cotton t-shirt for men |
| Phrase | Exact phrase in correct order | red t-shirt | red t-shirt for men |
| Exact | Only exact keyword, no variations | red t-shirt | red t-shirt |
🔎 Pro Tip: Start with automatic targeting to find converting keywords, then use those in manual campaigns with higher bids.
Setting a Budget and Bids
💸 Daily Budget
- Minimum: ₹100 per campaign.
- Start small: ₹500-₹1,000/day across 2-3 campaigns.
- Increase as ROI becomes positive.
💲 Keyword Bids
- Auto campaigns: Amazon sets default bids.
- Manual campaigns: Start with ₹5-₹20 per click.
- Increase or decrease based on performance.
Understanding Metrics
Learn to track the right metrics to know whether your PPC is working:
| Metric | What It Means |
| ACOS (Ad Cost of Sales) | % of ad spend vs sales. Lower = better. Target: 10-30% |
| CTR (Click Through Rate) | % of clicks vs impressions. Low CTR = bad keyword match/image. |
| CPC (Cost Per Click) | Average amount spent per click. Lower = more efficient. |
| Impressions | How many times your ad was shown. |
| Conversions | Orders made through the ad. |
How to Optimize Amazon PPC
- Run Auto Campaigns First
- Let Amazon find converting keywords.
- Mine Search Terms
- Go to Reports → Advertising → Search Term Report.
- Extract converting keywords.
- Create Manual Campaigns
- Add performing keywords from auto campaigns.
- Use exact match for high-converting terms.
- Use Negative Keywords
- Stop showing for irrelevant searches.
- E.g., If you sell “cotton bedsheet”, add “silk” as a negative.
- Adjust Bids Weekly
- Increase for converting keywords.
- Reduce or pause non-performing ones.
- Test Product Images and Titles
- High CTR comes from attractive visuals and relevant titles.
Common Mistakes Indian Sellers Make
- ❌ Using only broad match = high spend, low conversions.
- ❌ Not using negative keywords.
- ❌ Not separating auto and manual campaigns.
- ❌ Ignoring campaign reports.
- ❌ Using low-quality product images.
Suggested Campaign Structure for Beginners
| Campaign Type | Targeting | Budget | Purpose |
| Campaign 1 | Auto | ₹500 | Discover keywords |
| Campaign 2 | Manual (Broad) | ₹500 | Expand reach |
| Campaign 3 | Manual (Exact) | ₹500 | Focus on converting keywords |
Conclusion
Amazon PPC is not just a bidding war — it’s a data-driven growth tool. When used correctly, it can:
- Launch new products with visibility
- Scale profitable listings
- Help dominate high-converting keywords
Start small. Learn weekly. Optimize continuously. And in a few months, you’ll turn your Amazon PPC from an expense into an asset.
📢 Need Help Setting Up Amazon PPC for Your Brand?
At bizconsulting.io, we help Indian sellers:
- Set up winning PPC campaigns
- Reduce ACOS and improve ROI
- Train your team to manage ads
- Scale monthly ad budgets profitably
📧 Contact us today to grow your Amazon business with smart ads.
