10 Simple Techniques For Building A Winning Amazon PPC Strategy

When veteran Amazon sellers think back to launching products in the early, wild-west days of e-commerce, pay-per-click advertising was a strategy that they might have considered using. 

Now, Amazon PPC advertising has become one of the central pillars that an Amazon store is built upon. 

In 2025, online-selling success travels straight through Amazon PPC strategy. 

With so many products competing for attention and customers seeking the best deals, it can be difficult to stand out. 

Amazon PPC advertising makes it possible for you to do that.

This blog post is designed to provide you with tested techniques to build a winning PPC strategy that will help you boost your click-through rate (CTR), win the Buy Box, and increase your Amazon sales.

Here’s what we’ll cover:

1. Experiment with Automatic Targeting 

Amazon PPC ad strategy is a little like fishing. It’s hard to immediately know what the fish are biting on. 

Automated targeting campaigns allow you to test a wide range of different markets to uncover exactly what search terms shoppers might be using when searching for products such as yours. 

To create a parallel with the manual targeting you’ve already been utilizing, initiate a targeted campaign and keep it running for several days with minimal ad spending.

Analyze the outcome to discover the keywords that attract people to your ads. Then, include these words in all your Amazon marketing campaigns – this will enhance their performance and increase the likelihood of a successful outcome.

While continuing to use keyword.io and Google Planner, you can further boost your Amazon advertising strategy by automating targeting – resulting in a more powerful  campaign that optimizes results.

Don’t simply replace your existing keyword plan. Instead, supplement it with automatic targeting for added value.

2. Leverage Amazon PPC Match Types

Like Google Ads, Amazon also uses phrases, broad, negative, and exact match types to funnel down the targeting process.

One of the best approaches for your Amazon ad strategy is to apply a combination of match types for highly targeted advertising that can reach niche shoppers and ensure better sales.

With a broad match type, you can cover a lot of keywords. Use exact match type to pick out only the keywords you want; with phrase match, you can cover more precise phrases.

Negative matching is also important. With this feature, you tell Amazon not to show your ads for specific searches – for example, if a keyword has too much competition or high-bid costs associated with it.

3. Integrate Advertising Keywords Into Listings

Your product listing, ad placement, and Amazon SEO should all be in alignment. 

Paid and organic traffic across different platforms have a common thread: the goal is to create an outstanding user experience.

Of course, the ideal way platforms achieve this is by providing relevant results to the user’s search.

It’s no surprise that Amazon and other ad platforms won’t show ads that don’t match the landing pages.

That’s why you must make it clear that your product listings are pertinent to the ads. You can do this by incorporating the targeted keywords in the content of the product listings.

Remember to be strategic when adding this feature; any over-the-top modifications may confuse potential customers, hindering their ability to read the listings and complete a sale.

4. Structure Your PPC Campaigns Carefully

A well-organized PPC campaign is essential for running a successful and cost-effective advertising strategy. Disorganized campaigns can lead to unqualified clicks from irrelevant keywords, resulting in wasted ad spend and higher-than-expected costs.

To establish an efficient Amazon PPC strategy, start by grouping related products together based on product categories, top-sellers, or brands. This structure makes it easier to monitor the performance of each ad group and optimize them effectively.

When setting bids, be strategic by considering the profit margins and performance of individual products within each group. Products often have varying profit margins, so assigning the same bid across the board can lead to inefficiencies. 

Instead, track the performance of each product individually and adjust bids accordingly. This methodical approach ensures better results and maximizes the return on your ad spend.

5. Make Sure to Use Negative Keywords

Amazon offers an option that prevents your ad from showing up in unwanted searches by using negative keywords.

For instance, you can add “lip gloss” in the negative keyword option if you sell lipstick but not lip gloss. It will prevent your ad from showing under lip gloss-related searches. 

That way, potential customers will only see your ad if they search for lipstick.

If you use them strategically, negative keywords can save money and maximize conversion by displaying your ad to qualified users looking to buy your product. 

The rules for match types (as used above in the toiletries example) apply. Therefore, if you apply a negative match type for red lip gloss, your ad will not be shown to people searching for “red lip gloss” or “cheap lip gloss.”

When constructing your negative keyword list, the best practice is to begin before launching a campaign. That way, you can proactively prevent undesirable keywords from appearing in search results.

For maximum effectiveness of your Amazon PPC strategy, you must assess the search report regularly and exclude any words that don’t meet the criteria. Doing this will ensure optimal performance for every ad.

6. Bid Based On Value & Performance

To remain profitable, you must bid differently on keywords depending on the product. Otherwise, some products with lower margins cost more than what income is generated from them.

Keywords with a high profitability potential will require a higher bid. Simultaneously, choose the keywords for low-profit products and set their bid according to the cost.

Even though your ultimate goal is to profit from the sale instead of simply breaking even, don’t forget that you’ll need to bid higher for new campaigns to acquire search history data.

Amazon rewards PPC campaigns of established, successful competitors who can generate sales without a prior search history. Once you secure some sales and develop your search history, you can reset your bids back to normal levels.

7. Capture Your Competition’s High-Performing Search Terms

It’s a battleground out there. 

Amazon sellers need to leverage their competitor’s keywords to drive traffic. By doing so, you can get an idea of how well your top-performing competitors are performing and discover a range of new keywords to integrate into your current campaigns.

You can choose to go about it two ways—either manually or with an online tool. This will help ensure your brand stands out and carves out a substantial market share!

If you choose to pursue the manual route, it can be time-consuming – especially if many campaigns need managing. Selecting an online tool enables you to access a wealth of insights with minimal effort.

To maximize your online presence, you can utilize an e-commerce software tool like Keyword Inspector that allows for reverse ASIN lookups. This specific resource searches for hundreds of relevant keywords in seconds with the help of Amazon Standard Identification Numbers (ASINs).

Every keyword you find in a Keyword Inspector will show the estimated assigned Amazon volume. You can choose keywords with great potential and use them in your ad campaign.

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8. Get Specific With Long-Term Keyword Targets

Long-tail keywords contain longer phrases that offer more specificity to the search terms. They consist of two or more keywords strung together and should be an inseparable part of your Amazon PPC strategy.

For instance, if you sell lipstick from different brands, an excellent long-tail keyword will be ‘deep red lipstick by MAC.’ This keyword will be a great addition to your list if you offer deep red lipsticks by MAC.

Long-tail keywords make your ads appear when users search for relevant keywords, leading to higher conversion rates.

If a consumer is searching for lipstick they will be presented with an array of shades and labels that you may not have in stock.

Conversely, if they are targeting something more specific, like a MAC deep red lipstick, this would increase an advertiser’s potential to clinch them over other sellers.

9. Analyze Data To Improve Conversions

Analyzing data is key to improving the performance of your Amazon PPC ads, and Amazon’s platform simplifies this process with powerful tools and reports. 

Manually sifting through analytics can be overwhelming. Amazon offers accessible ways to gain actionable insights into your ad campaigns. 

Here’s how to streamline your workflow and uncover opportunities for optimization:

Download the Search Term Report

Start by downloading the search term report to identify which keywords are driving traffic to your ads. Depending on the size and maturity of your PPC strategy, this analysis may vary. New campaigns will benefit from a systematic approach to establish a strong foundation, while more mature campaigns can focus on refining performance.

Organize and Evaluate Data

Sort through the search term report to identify underperforming keywords or irrelevant terms that are wasting ad spend. Use this data to adjust your bidding strategy, remove poor-performing terms, and refine targeting.

Optimize with Long-Tail Keywords and Match Types

Once you’ve analyzed the data, add high-performing long-tail keywords to your campaigns and refine match types to align with your advertising goals. This will help increase conversions and improve the efficiency of your ad spend.

10. Monitor and Optimize Amazon PPC Performance Over Time

Achieving success with an Amazon PPC campaign requires patience and consistent monitoring. It may take time for your campaigns to yield results, so it’s important to stay patient and use tools like budget caps to manage spending effectively while waiting for data to accumulate.

To optimize performance, regularly monitor key metrics such as keyword bids, impressions, and conversion rates. 

Since bid amounts vary depending on profit margins and sales costs, make adjustments strategically. Focus on modifying one variable at a time, such as bids or targeting, and use A/B split testing to assess the impact of those changes. 

Consistent tracking and gradual refinements will help you maximize your campaign’s effectiveness and ensure long-term success.

Amazon PPC Advertising in 2025

In 2025, Amazon PPC management is set to be transformed by two main rapidly expanding factors. 

The rapid advance of artificial intelligence has given rise to incredible AI ad optimization that allow users to make the most effective use of Amazon’s sponsored ads. At the same time, multi-channel marketing is blurring the lines between online marketplaces. 

Here’s what you need to know: 

AI-Driven Optimization in Amazon PPC Management

By leveraging artificial intelligence and machine learning, you’ll be able to align – in real time – your sponsored products ads, sponsored brands ads, and sponsored display ads.  

AI software can dynamically adjust bids, refine ad placements, and identify high-performing keywords to maximize returns while reducing advertising costs. 

This approach will also improve automatic campaigns, using predictive analytics to uncover untapped opportunities for ad groups, Amazon CPC, and product targeting.

AI’s advanced targeting capabilities will allow advertisers to reach precise audiences by analyzing browsing habits, purchase behaviors, and demographics. 

This will boost conversion rates, helping sellers improve brand awareness and maximize the potential of their Amazon FBA strategies. 

Cross-Channel Integration and Enhanced Analytics

Amazon PPC advertising in 2025 will emphasize cross-channel marketing and improved analytics. With tools like Amazon DSP, sellers can extend the reach of sponsored ads beyond the Amazon platform, targeting customers across websites, apps, and platforms such as Google Ads. 

Enhanced analytics tools, including the updated Amazon Attribution system and Amazon Advertising Console, will provide deeper insights into the impact of both on-Amazon and off-Amazon campaigns on product listings and sales. 

Sellers will be able to track the performance of headline search ads, sponsored display ads, and other next-level ad formats in a unified dashboard.

The synergy between Amazon SEO and PPC will also play a critical role in driving visibility. By analyzing data from Amazon seller central, sellers can fine-tune their sponsored products ads, improve their advertising cost efficiency, and create more compelling sponsored brand ads.

How Eva Can Help

To get the most out of your Amazon PPC advertising, it’s essential to be strategic in your approach. By following these 10 tips, you can supercharge your PPC campaigns and see better results.

Why not test these techniques for yourself and see what kind of results you get? Give them a try and watch your success skyrocket!

And if you’re looking for more help, be sure to get a free consultation today– it will show you precisely what you need to do to improve your Amazon PPC strategy and start seeing better ROI.