Introduction
Creating a profitable Amazon business doesn’t end with listing your product. The real challenge starts when you need to drive targeted traffic to your listings. This is where a well-planned Amazon PPC strategy becomes the key to success.
Unlike traditional advertising, Amazon PPC allows you to advertise directly to high-intent shoppers. But running ads without strategy is like burning money. In this blog, we’ll walk you through a step-by-step approach to building a winning PPC strategy that delivers results.
Step 1: Understand Your Product and Market
Before you touch the ads dashboard, you need to understand:
- Who is your ideal buyer?
- What keywords are they using?
- Who are your competitors?
- What is your product’s profit margin?
Why it matters: Your targeting and bidding strategy should align with your audience’s intent and your product’s economics.
Tools to Use:
- Amazon search bar (autocomplete suggestions)
- Helium 10 / Jungle Scout / SellerApp
- Amazon Product Opportunity Explorer (if available)
Step 2: Choose the Right Campaign Types
1. Start with Sponsored Products
They appear directly in search results and product detail pages. Best for driving conversions.
2. Add Sponsored Brands (if Brand Registered)
Use these for visibility, brand awareness, and multi-product exposure.
3. Use Sponsored Display for Retargeting
Great for remarketing to visitors and increasing touchpoints.
ℹ️ Pro Tip: Don’t launch all campaign types at once. Start with Sponsored Products and gradually add others.
Step 3: Design a Campaign Funnel
A funnel-based strategy lets you target shoppers based on how close they are to buying.
| Funnel Stage | Campaign Type | Targeting | Objective |
|---|---|---|---|
| Top | Sponsored Brands | Broad/Phrase Match | Awareness & Discovery |
| Middle | Sponsored Products | Manual (Broad/Phrase) | Consideration |
| Bottom | Sponsored Products | Manual (Exact Match) | Conversions (high intent) |
| Retargeting | Sponsored Display | Views/Purchases | Re-engage & Cross-sell |
Step 4: Structure Your Campaigns Properly
Avoid messy, mixed campaigns. Keep things clean and trackable.
Create separate campaigns for:
- Different products or categories
- Match types (Broad, Phrase, Exact)
- High-volume vs long-tail keywords
🔄 Use naming conventions like:
SP_Tshirt_Exact_500rsfor easier tracking
Step 5: Use Auto Campaigns to Discover Keywords
Launch Automatic Campaigns with:
- Low daily budget (₹300–₹500)
- Default bidding
Let Amazon collect keyword performance data for 7–10 days. Then extract high-converting search terms to build manual campaigns.
Tools:
- Search Term Report
- Campaign Performance Report
Step 6: Set and Adjust Bids Strategically
Don’t go with one-size-fits-all bidding.
- For Exact Match high-intent keywords → Higher bids
- For Broad Match discovery → Lower bids
- For competitors’ ASIN targeting → Mid-range bids
⚠️ Don’t “set and forget.” Adjust bids weekly based on conversions, ACoS, and CPC.
Step 7: Use Negative Keywords to Avoid Wasting Spend
If your ad shows up for irrelevant searches, your ad spend will be wasted. That’s where negative keywords help.
Add negative keywords regularly to:
- Block irrelevant traffic
- Improve conversion rate
- Reduce ACoS
✅ Example: If you sell “formal leather shoes,” add “canvas shoes” or “sneakers” as negative keywords.
Step 8: Monitor Key Metrics
Track and optimize campaigns using these metrics:
| Metric | Ideal Range (Varies) | What to Watch For |
| ACoS | < 30% (for profitability) | High ACoS = Unprofitable Campaign |
| CTR | > 0.3% | Low CTR = Poor image/title or mismatch |
| CPC | As low as possible | High CPC = Overbidding or high competition |
| Conversion Rate | >10% | Low = Weak listing or wrong audience |
Step 9: Optimize Your Product Listings
Even great ads fail if your product listing is weak.
Optimize:
- Title: Include keywords + benefits
- Images: Use all 6–7 slots, add lifestyle images
- Bullet Points: Address objections, highlight USPs
- Description or A+ Content: Add branding, story, and visuals
⚠️ A poor listing increases bounce rate and destroys your ad ROI.
Step 10: Scale What Works
Once you find a winning product and keyword set:
- Increase daily budget gradually
- Expand targeting (more long-tails, ASINs)
- Run Sponsored Brands for upsell/cross-sell
- Launch seasonal campaigns (festivals, sales, etc.)
Final Thoughts
Creating a winning PPC strategy for Amazon isn’t a one-time task. It’s an ongoing process of:
- Testing
- Analyzing
- Optimizing
- Scaling
Most Indian sellers fail at Amazon ads because they treat it like “boosting a post.” It’s much more than that. With a structured strategy and weekly optimization, PPC can become your most powerful sales engine.
📢 Need a Personalized PPC Strategy for Your Brand?
At bizconsulting.io, we help:
- Create structured, scalable ad campaigns
- Train in-house teams to manage PPC effectively
- Reduce ACoS and maximize ROI
📧 Reach out now to turn ads into assets for your Amazon business.
