{"id":84428,"date":"2021-08-03T08:16:00","date_gmt":"2021-08-03T08:16:00","guid":{"rendered":"https:\/\/www.sellerlogic.com\/blog\/the-best-amazon-ppc-strategy-for-your-advertisements\/"},"modified":"2025-12-04T15:09:52","modified_gmt":"2025-12-04T15:09:52","slug":"the-best-amazon-ppc-strategy-for-your-ads","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/en\/blog\/the-best-amazon-ppc-strategy-for-your-ads\/","title":{"rendered":"The best Amazon PPC strategy for your ads"},"content":{"rendered":"

This is an article that we wrote together with our U.S. partner SellerMetrics. Some of the screenshots are therefore in English.<\/p>

Managing your own Amazon PPC campaigns is hard work. Sellers often feel overwhelmed by the different types of ads and settings. Often, the other tasks of an Amazon FBA business add to this, leaving sellers already with their hands full.<\/p>

One of the biggest mistakes of newcomers is uncontrolled spending on their Amazon PPC campaigns. You can easily avoid this by developing a good Amazon PPC strategy.<\/p>

In this article, we will cover bidding strategies before and during the active campaign.<\/p>

Before you consult an Amazon PPC agency on the topic (for a lot of money), first read our article.<\/p>

What is Amazon PPC?<\/h2>

“PPC” stands for “Pay per Click” at Amazon and other providers and refers to the billing model of the ads placed. Similar models also exist with Google Ads, Meta, and others. The advertiser pays for each click that their ad generates.<\/p>

The advantage is clear: Costs for Amazon PPC ads only arise when the ad actually converts. If no one clicks, it costs nothing. However, this means that the specific advertising expenses can only be estimated in advance. However, the daily budget can limit the maximum amount of advertising costs for a campaign.<\/p>

In most cases, and also on Amazon, PPC campaigns are mostly keyword-based. This means that an ad is displayed when users have searched for the associated keyword (Keyword Targeting). Therefore, keyword research, which must be done in advance, is of particular importance. If the relevant search terms are not identified here, it may affect the success of entire ad groups and the campaign structure.<\/p>

In the following example, both a sponsored Amazon Store and various Sponsored Products ads are displayed for the keyword “hiking pants men.” The latter are shown at the top before the organic search results, as well as further down.<\/p>

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Since multiple companies usually want to bid on a keyword, but the advertising spaces are limited, the Cost per Click (CPC) method is typically used to determine which advertiser receives the placement. The highest bidder accordingly gets the best position in the search results. The process also utilizes Real Time Bidding, meaning that the advertising spaces are allocated and displayed in real time. The higher the budget per click, the more often Amazon will typically display the PPC ad.<\/p>

As already mentioned, Amazon sellers can run different formats of PPC ads. These include Sponsored Products, Sponsored Brands, and Sponsored Display Ads:<\/p>