Amazon PPC can feel like a money pit.
One day, you’re getting clicks but no sales. The next? Your ad budget vanishes in hours.
If you’re tired of wasting money on Amazon ads that don’t convert… you’re in the right place.
Because today, I’m breaking down exactly how to optimize Amazon PPC campaigns for higher sales. No fluff. No vague “optimize your keywords” advice. Just actionable steps that work.
Let’s dive in.
Fix Your Keyword Targeting (Most People Get This Wrong)
Amazon PPC is a bidding war for keywords.
But if you’re bidding on the wrong ones? You’ll burn cash without making sales.
In this regard, you need to separate high-intent and low-intent keywords. Most sellers throw every keyword into one campaign and hope for the best. This is a bad idea.
Let’s give you a real example-
High-Intent Keyword
High-intent keywords are search terms. They are used by individuals ready to purchase or take action. These keywords show a strong interest in a product or service.
These include product-specific terms. These buyers know what they want and are ready to purchase. Let’s search for a “stainless steel water bottle 32 oz”.
Through this search, once we examine our desired keywords, we will notice several suggestions that directly align with what I truly want. This reflects a high level of high intent keywords.
Now, Let’s give you an example of Low-Intent Keywords.
Low-intent keywords are terms or phrases used in online searches.
These keywords indicate that a user is looking for general information. Typically, low-intent keywords reflect curiosity or a desire to learn about a topic, product, or service.
However, the user does not commit to make a purchase.
Let’s give you a real example:
I searched for the term “best water bottles” on Google. These are broader terms. These users are browsing, not necessarily ready to buy. Google shows multiple options, such as the best water bottles for men, the best on Amazon, etc.
Action Step:
Run a Search Term Report in Amazon Seller Central. You can take PPC Management services for amazon from a well-renowned service.
Look for keywords that actually convert. Move them into a separate campaign with higher bids. Reduce spend on low-intent terms.
Stop Overpaying for Clicks (Use Bid Adjustments Like a Pro)
Most sellers set a bid and forget it. This is a big mistake.
Amazon lets you adjust bids based on where your ad appears. This is HUGE for increasing profitability.
So, how can you do it? Let’s see what things you need to consider.
Top of Search
This section focuses on keyword performance.
If a keyword converts well, increase the bid. Amazon rewards high-performing ads with better placements. This can lead to increased visibility and sales.
Regularly analyze keyword effectiveness for optimal results. Adjust your strategy based on performance metrics as needed.
Product Pages
Product Pages are essential for online sales.
However, these ads often achieve lower click-through rates. If they are draining your advertising budget, consider a strategy adjustment.
You can drop the bid amount or completely turn them off. Assess the performance of these ads regularly.
Rest of Search
These clicks are typically cheaper.
This is due to lower competition and a wider audience reach. However, conversions might be lower. The audience may not be as targeted as with more expensive clicks.
Therefore, it’s essential to adjust your strategy accordingly.
You can improve your targeting criteria or improve your ad content. This will help to attract more relevant users.
Use Exact Match to Scale Profits
Broad Match can be a money trap.
Amazon loves showing your ads for irrelevant searches. And you pay for those useless clicks. Investing in a platform that doesn’t prioritize targeting effective audiences is frustrating. Thus, it leads to lost opportunities for genuine customer engagement.
So, what do I suggest? Just Go Heavy on Exact Match.
Exact Match = Your ad only shows when someone searches for your exact term.
It means higher CTRs, better conversion rates, and more efficient ad spending.
Action Step:
- Find your best-performing keywords
- Move them into a new Exact Match campaign.
- Increase bids because these are your highest-intent buyers.
Negative Keywords Are Your Best Friend
Amazon doesn’t care if your ads show up for bad searches. They still charge you. That’s where negative keywords come in.
Negative keywords are specific terms or phrases that advertisers use to prevent their ads from being displayed in irrelevant search queries. By identifying and implementing negative keywords, businesses can refine their target audience. Similarly, you can also minimize wasted ad spend on searches that are not likely to result in conversions.
So, how can we save money and implement it perfectly? Let’s see how-
- Go to your Search Term Report.
- Find keywords that cost money but don’t convert.
- Add them as a negative exact match or phrase match to stop wasting ad spend.
Let’s give you a practical example:
If you sell premium stainless steel water bottles, you don’t want to pay for clicks from:
“cheap water bottles,” “plastic water bottles,” “free water bottles”
So, you can consider these keywords as unfavorable. Add these irrelevant keywords as negatives in your campaigns. Your ACoS will drop immediately.
Launch a Retargeting Campaign (Cheap Clicks, High Conversions)
Amazon tracks every shopper who visits your product page.
But most of them don’t buy right away. Instead, many users take time to compare prices, read reviews, or even save items to their wish lists for future consideration.
This delayed decision-making is evident in online shopping. Customers often engage in extensive research before making a purchase.
In this regard, I’ll recommend retargeting them with Amazon’s sponsored display ads. Retargeting ads remind shoppers about your product after they leave. And since they already showed interest, they’re more likely to buy.
You only need to follow the simple steps.
- Go to Sponsored Display Ads in Campaign Manager
- Select “Views Remarketing”
- Set a low bid
So, what result did you expect? You’ll convert lost visitors into customers.
Spy on Your Competitors (And Steal Their Best Keywords)
Your competitors have already done the hard work of finding profitable keywords. You can use a tool like Helium 10 or Jungle Scout.
Just find which keywords your top competitors are bidding on. Once identified, analyze the effectiveness of these keywords. Consider their search volume, CPC, and conversion rates.
If your main competitor ranks for “insulated water bottle with straw,” it’s working for them.
So, you should be bidding on it, too. Reverse-engineer your competitors’ top-performing keywords. Bid aggressively on the proven winners.
Optimize Your Product Listing (More Clicks, More Conversions, Lower ACoS)
Even the best Amazon PPC strategy won’t save a lousy product listing.
If shoppers click but don’t buy? Your ads will never be adequate. Understand your audience and optimize your strategy to convert clicks into sales.
To optimize your product listing, you need to improve several aspects.
Improve Your Main Image
Test different angles, lighting, and backgrounds. Stop the scroll.
To improve your main image, experiment with various angles to find the most flattering perspective. Consider how different lighting conditions can affect the mood and clarity of your image.
You must consider that natural light often creates a softer look. Thus, you can reduce the artificial lighting and add drama.
Write a Killer Title
Include the primary keyword for better optimization.
As a seller, you must ensure the content remains easy to read. Avoid overstuffing the text with keywords unnecessarily.
Keep the main message clear and engaging for readers. Use straightforward language to convey your ideas effectively.
Optimize Bullet Points
Focus on benefits, not just features. What problem does your product solve?
Consider their needs carefully. Clearly explain how it helps them succeed. Show how your solution stands out uniquely. Align your message with their expectations directly.
Increase the positive impacts they will feel. Be specific about the advantages they gain.
Each advantage contributes to their overall success. Clarity in communication enables better understanding among teams. Positive feedback encourages continuous improvement and motivation.
Use Enhanced Brand Content (A+ Content)
Add visuals, comparison charts, and lifestyle images to boost conversions.
Run A/B tests with different images, titles, and bullet points. Optimize for higher conversion rates. This lowers your ACoS. By doing the A/B testing, you will understand which version fits best.
Frequently Asked Questions(FAQs)
Should I use automatic or manual targeting?
Automatic targeting is easier but less precise. Manual targeting offers more control and customization. Choose based on your campaign goals and data insight.
What’s a reasonable click-through rate (CTR) benchmark?
A reasonable click-through rate (CTR) benchmark varies by industry. Generally, 2-5% CTR is considered average. Higher rates indicate effective content engagement.
How do I handle high ACoS but low conversions?
Identify the cause of high ACoS. Analyze ad performance and keywords. Optimize your listings for better conversions. Adjust bids and targeting strategies. Test different approaches.
Final Thoughts
Amazon PPC can be a cost effective option.
Drive more sales without increasing your budget. Fix your keyword targeting and optimize bids. Cut wasted spend and improve your listing.
Remember that the more you continuously improve your campaign, the better results you will get. Just do your research and show your reflection on the results.
