Amazon PPC Guide: A 12-Point Comprehensive Course For Marketers

Amazon PPC can feel more complicated than it is. To help marketers, we’ve compiled a 12-point comprehensive course to help you. So, let’s get down to business.

Amazon PPC Guide: A 12-Point Comprehensive Course For Marketers

What Is Amazon PPC?

Amazon PPC is an auction where advertisers bid on keywords. You need to pay a cent more than your competitor to get your desired ad placement.

Amazon sellers won’t need to pay, so you won’t be charged every time they appear on a search. Hence, pay-per-click was born.

Describing Amazon PPC 

Paid ad traffic has been used since 2000, with Google AdWords being where it originated.

In 2012, Amazon PPC Ads was made to help anyone who sells on Amazon.

Through Amazon PPC, you can purchase some more visibility for your products. 

Amazon Ads have developed to show customers the ads they’re more likely to buy.

However, Google Ads show searchers the ads they’re more likely to click. 

You must consider how your ad rank to understand Amazon Ads.

Amazon PPC uses the conversion rate, revenue per click, star rating, and cost-per-click.

Overall, Amazon will rank your product based on its performance.

Should You Use Amazon PPC?

Amazon PPC is a great way to increase your product traffic, especially as Amazon already has visitors viewing the site.

You don’t need to target a brand new audience, and so long as you target the right keywords, you should still successfully get more traffic to your audience.

Visitors to Amazon are already prepared to make a purchase when they visit the site.

All you need to do is get your target audience’s attention. Now, even bigger businesses are using Amazon PPC to help increase paid traffic to their site. 

Organic VS PPC

You’re probably wondering which would be better for you: organic sales or paid search sales.

But first, let’s give you a better understanding of what is classed as an organic sale.

Organic sales are where you focus on Amazon SEO to place better on your customer’s search results.

You don’t need to sponsor your product, as opposed to paid search, where a customer will find you through an ad on Amazon.

If you want quicker results, sponsoring your products with Amazon can get your product higher on the SERPs.

However, you must ensure that you have a successful PPC campaign, or your ads won’t get the desired results.

Seller VS Vendor

When selling on Amazon, there are two platforms: Seller Central and Vendor Central.

Seller Central is for third-party sellers, such as small businesses, who sell their products directly to customers.

However, if they let Amazon fulfill the shipping, they will be eligible for an Amazon Prime Badge.

However, Vendor Central is better for first-party sellers or large businesses that sell directly to Amazon.

They don’t sell directly to their customers, so the products are classified as Fulfilled by Amazon with an FBA Prime Badge.

Anyone can sign-up and be a part of seller central, while you need to be invited or apply to Vendor Central.

The type of ads you will find for sellers are sponsored products and headline search ads.

So, you’ll most likely find them using keyword-level marketing methods.

Vendors can use headline search ads, sponsored products, and display ads, but they have a more significant number of targeting methods.

They can market to a keyword level, interest level, and product level. 

Enhanced Brand VS A+ Content

Users using Seller Central can use Amazon Enhanced Brand Content Tools.

However, vendors can gain access to A+ Content. With A+ Content, vendors can create creative and more eye-catching ads using images and charts. 

Automatic Or Manual

Regardless of whether you are on Seller or Vendor Central, you can log into Amazon’s Advertising Campaign Manager, where you can create a new amazon PPC campaign.

When you create a campaign, you can select to either create a manual or an automatic campaign. 

An automatic campaign is better for beginners and removes the issue of bidding for keywords.

Amazon PPC Guide: A 12-Point Comprehensive Course For Marketers

Amazon will collect your data to apply to future campaigns.

They’ll track your bids and spends and often take two to four weeks to analyze which campaigns are working.

They allow you more opportunities to experiment without all the effort and help you show up on long-tail keyword research.

However, it does mean you have less control, so you may appear under less profitable and irrelevant terms. 

Manual campaigns are better for anyone with experience in PPC and have time to work on manual campaigns.

They can maximize your sales volumes and cost of spending. You can bid on each keyword, decreasing the number of irrelevant keywords.

It’s a great way to test keywords, but it takes a lot more time, and you need to do your research. 

Three Types Of Amazon Ads

There are three different types of Amazon Ads:

These are also referred to as “headline search ads” for customers who don’t know what they want yet.

They can quickly grab your customer’s attention and are always in clear view.

They will often show you multiple products side-by-side. 

These are great to use to boost your impressions and retarget interested customers.

If a customer has looked at your product before, it will appear to them regardless of the page.

Sponsored Display Ads will often appear on and off Amazon.

These will appear on product detail pages and search results. Companies spend more on these ads but only charge you if a customer clicks on them.

Sponsored Products are some of the most popular PPC on Amazon and appear everywhere. 

Keywords And Match Types

Keywords are vital to a successful ad campaign, so you must understand how Amazon matches them. The three matches are:

Exact Match

Amazon only shows these ads when your customer searches for the exact terms. However, they will allow plurals and slight misspellings.

Phrase Match

If your customer’s search terms contain your keyword phrase, your ad should still qualify so long as it’s not interrupted by other words.

Broad Match

Your customers contain everything in your keyword, even if they aren’t in the exact order.

You can also select keywords you don’t want your search to appear. Amazon can only filter these through phrases and exact matches. 

Amazon PPC For Beginners

Sponsored Product Ads are the PPC campaign you should start with, as experts recommend.

These will lead to the best results for a beginner in PPC.

Sponsored products can appear in headline search ads alongside SERPs and product details, with a conversion rate of 10%.


ACOS is the Advertising Cost of Sales. You must understand how to calculate it, so here is a primary method: 

Divide your Total Ad Spend by the Total Sales.

Your ACOS will help you understand how you should advertise and bid on keywords.

Getting A Better Ad Rank

You’ll need to go back to basics to get your Amazon Ads a better rank.

Optimize your page, and make sure you get good reviews.

The best way to do this is by being honest with your ad campaign and removing anything that can confuse them.

Final Thoughts

As a step-by-step guide, you should better understand how PPC works. With the help of PPC, you can improve your sales, so long as you utilize it correctly.

Latest posts by Jackoneil (see all)