Setting up your first Amazon PPC (Pay-Per-Click) campaign can help boost your product visibility and drive sales. Follow these steps to create an effective campaign:
Step 1: Choose Your Campaign Type
Amazon offers three main types of PPC campaigns:
1.Sponsored Products – Promotes individual product listings.
2.Sponsored Brands – For brand-registered sellers to promote multiple products.
3.Sponsored Display – Retargets shoppers who viewed your product or similar ones.
For beginners, Sponsored Products is the best option.
Step 2: Create a New Campaign
1.Go to Amazon Seller Central → Click on Advertising → Select Campaign Manager.
2.Click Create Campaign and choose Sponsored Products.
3.Name your campaign (e.g., “T-Shirt Promo Q1 2025”).
4.Set a start and (optional) end date.
5.Choose your daily budget (start with at least $10–$20/day).
Step 3: Choose Targeting Type
•Automatic Targeting: Amazon selects keywords for you (best for beginners).
•Manual Targeting: You choose specific keywords (better for optimization).
For your first campaign, start with automatic targeting, then refine later.
Step 4: Set Your Bidding Strategy
Amazon offers different bidding options:
•Dynamic Bids – Down Only (Recommended for beginners) – Amazon lowers your bid if a click is unlikely to convert.
•Dynamic Bids – Up and Down – Amazon adjusts bids based on likelihood of a sale.
•Fixed Bids – You control the bid amount without adjustments.
Start with Down Only to avoid overspending.
Step 5: Select Products to Advertise
Choose the best-performing product(s) with good reviews and competitive pricing.
Step 6: Keyword & Match Type (If Manual Targeting)
If using manual targeting, you’ll select keywords:
•Broad Match: Shows ads for related terms (high reach, lower precision).
•Phrase Match: Shows ads when search includes your keyword in order.
•Exact Match: Shows ads only for the exact term (high precision, lower reach).
Use Amazon’s Suggested Keywords or tools like Helium 10 or Jungle Scout to find high-converting keywords.
Step 7: Adjust Bids for Placements
•Top of Search (First Page): Higher bids increase visibility.
•Product Pages: Ads show on competitors’ listings.
Start with a moderate bid ($0.75–$1.50 per click) and adjust based on performance.
Step 8: Launch & Monitor Your Campaign
1.Click Launch Campaign and let it run for at least 7 days before making adjustments.
2.Monitor performance in the Campaign Manager:
•ACOS (Advertising Cost of Sales) – Keep ACOS below 30% for profitability.
•CTR (Click-Through Rate) – Should be above 0.3%.
•Conversion Rate – Aim for above 10%.
3.Optimize: Pause low-performing keywords, increase bids on profitable ones, and adjust your budget based on sales.
Final Tips for Success
✔ Start with a small budget and scale as you optimize.
✔ Use automatic targeting first, then switch to manual targeting.
✔ Test different bidding strategies to maximize your return.
✔ Monitor search term reports to find new profitable keywords.