Your Ultimate Guide to Amazon PPC in 2024

Your Ultimate Guide to Amazon PPC in 2024

insights |  | 6 min read

Are you wondering how to skyrocket your sales and outshine your competitors in the competitive Amazon marketplace? To engage avid shoppers and succeed on the Amazon marketplace, you need to harness the full potential of Amazon's PPC advertising program. This advertising program will elevate your marketing efforts and drive traffic on your Amazon.

However, if you're just starting your Amazon journey, you might wonder: "What is Amazon PPC, and how to make it more effective? Have no worries! In this comprehensive guide, we'll delve into all the PPC fundamentals, expertly walking you through setting up your maiden PPC campaign and ensuring your advertising budget stays intact. Let’s delve into the details and take your business to new heights on Amazon!

What Is Amazon PPC Campaign?

Amazon PPC is an immensely powerful tool to propel sales for your online store. Sellers can leverage the power of Amazon Advertising to achieve many objectives, ranging from increasing brand awareness to driving sales and boosting Amazon Store visits.

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According to Statista, Amazon's advertising prowess has earned a well-deserved position as the 3rd most popular advertising platform globally.

How Amazon PPC works?

Before embarking on your Amazon PPC journey, learning how this powerful advertising tool works is essential. Here's a breakdown of how the Amazon ad auction functions for PPC ads:

  1. A curious shopper enters the search term "toilet seat cover" on Amazon.
  2. Amazon gathers all relevant ads targeting "toilet seat cover."
  3. The ad auction begins, and the ad with the highest bid is displayed to the shopper.
  4. When the shopper clicks on the winning ad, they’re redirected to the advertiser's product or page.
  5. Here comes the fascinating part: The winning advertiser doesn't pay their winning bid in Amazon's second-price auction system. Instead, the winning advertiser pays the amount of the second-highest bid.

Let's break down the second-price auction further to understand its implications. Suppose you bid $6, your friend bids $5, and your cousin bids $4. In this scenario, you would emerge as the auction winner with the highest bid at $6. However, the amount you pay isn’t $6 (your winning bid) but $5—the bid of the second-highest bidder, which was your friend's bid.

The beauty of the second-price auction lies in its fairness and efficiency, ensuring that advertisers only pay a reasonable amount in line with what the next highest bidder was willing to invest.

How to Create PPC Amazon Strategy?

Step 1: Product Selection

How to Create PPC Amazon Strategy

Begin by evaluating the competition in the Amazon marketplace and selecting the products you want to promote through your initial PPC ad campaign.

Step 2: Keyword Research and Optimization

Make a keyword strategy that aligns with your advertising goals. Properly optimize your Amazon store, including product listings, descriptions, titles, and images, to maximize the impact of your advertising investment.

Also, if you want to make the most of your Amazon product images, read our guide on optimizing Amazon product images for boosting sales and visibility.

Step 3: Create Your PPC Ad Campaign

Keyword Research and Optimization

Log in to Seller Central, navigate the Advertising tab, and click "Create campaign." Choose the desired PPC ad type, set the campaign name, start and end date, and determine your daily budget. Decide between manual or automatic targeting, select the products to advertise, and set your base bid. For manual targeting, upload your keywords using a .csv file.

Also, if you’re new to the Amazon platform and want to become a successful seller, read our guide on becoming an Amazon Seller in 2024.

Step 4: Set Up Your Ad Bids

Set Up Your Ad Bids

Determine the appropriate bids for each target keyword, keeping your cost strategy in mind. Bidding on relevant keywords and placing higher bids on less competitive ones can increase your chances of winning the ad auction and driving traffic to your product listings.

Step 5: Submit Your PPC for Review

After setting up your ad campaign, submit it for review by Amazon. Approval may take a few hours or a couple of days. Once your PPC ad campaign is live, closely monitor its performance to measure its effectiveness.

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What are the Types of Amazon PPC Campaigns?

Amazon PPC services include diverse ad formats to cater to sellers' unique needs and boost their brand presence. Let's explore these ad formats:

Types of Amazon PPC Campaigns

Sponsored Products: These ads are strategically placed within search results and product detail pages. By utilizing Sponsored Products ads, sellers can boost products' visibility and attract targeted traffic to specific listings.

Sponsored Brands: These ads are prominent at the top of search results, featuring a brand's distinctive logo, a custom headline, and a carefully curated selection of products. This prime real estate enhances brand visibility, captivates shoppers' attention, and allows sellers to showcase their diverse product portfolio.

Also, if you haven’t registered your brand on Amazon, read our exclusive guide on Amazon Brand Registry in 2024, which will simplify this process.

Sponsored Display: These dynamic ads leverage various targeting options, allowing sellers to connect with potential customers in multiple contexts. These ads are strategically displayed on product detail pages, customer reviews, and external websites and apps. These ads amplify product advertisements' visibility and increase brand exposure to captivate audiences.

What is Amazon PPC Management?

For many sellers, navigating the complexities of PPC advertising can be daunting, and inexperienced attempts might yield suboptimal results. To overcome these challenges, Amazon PPC management agencies offer valuable services to ensure successful campaign execution. Some of these services include:

  1. Amazon Keyword Research
  2. Sponsored Products
  3. Sponsored Brands
  4. Sponsored Display
  5. Coupon Management
  6. Campaign Management
  7. Social Media Management
  8. Lifecycle Management
  9. Email Marketing
  10. Bid Optimization

How Does PPC Management Agency Help Sellers?

By partnering with a reputable Amazon PPC agency, sellers can achieve the following benefits:

  1. Time Savings: Delegating campaign management to experts allows sellers to focus on other crucial aspects of their business.
  1. Business Scaling: Leveraging the agency's expertise and understanding of Amazon's algorithm can accelerate business growth and efficiency.
  1. Increased Revenue: Professional PPC management ensures products reach the right audience, boosting sales and revenue.
  1. Expertise: Agencies possess updated knowledge and insights into Amazon's tools and algorithms, optimizing product pages for maximum impact.

How Can SwiftStart Help You in Amazon PPC Optimization?

Are you facing difficulty in reaching your target customers and generating leads? With SwiftStart+ PPC and Advertising, we deliver exceptional PPC campaigns that drive traffic, boost conversions, and maximize your return on investment. Our Amazon PPC consultants work to enhance your brand content, listing visuals and create a branded storefront to propel you to the top of search engine results and social media platforms. We reduce your ACoS and analyze your Amazon performance to fine-tune your campaigns for optimal results.

If you need further assistance or have any specific requirements for your advertising campaign, feel free to contact us!


We hope this comprehensive Amazon PPC guide has provided valuable insights into Amazon advertising types, PPC management agencies, and how to create a successful PPC campaign. Remember, effectively utilizing PPC can drive more traffic to your product pages, boost conversions, and enhance your Amazon ranking, contributing to overall business success. So, embrace the power of Amazon PPC and harness the opportunities that await you in this ever-evolving marketplace.

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Our Amazon PPC Experts are always available to answer any questions and provide personalized support. Check SwiftStartUP Podcast for expert insights and success stories from top Amazon sellers. Don't forget to claim your free Amazon account audit right now!

Frequently Asked Questions

Is Amazon PPC Costly?

Amazon PPC costs can vary significantly based on several factors unique to each seller's advertising efforts. However, the CPC can range from as low as $0.15 to as high as $6, depending on the level of competition within the seller's product category.

Is Amazon PPC Worth It For Sellers?

Yes, Amazon PPC can be highly beneficial for sellers to increase their products’ visibility and generate more sales, especially for new or less established brands.

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