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Amazon PPC Strategy: 3 Winning Strategies to Drive More Sales in 2024

Amazon PPC Strategy

Amazon PPC Strategy: A Comprehensive Introduction

If you are a brand-owner seeking to increase brand’s sales on Amazon, reverse declining sales, or discover the best Amazon PPC strategy, this guide is your definitive path to attaining your Amazon PPC objectives. For established brands targeting improved sales or entrepreneurs striving for Amazon PPC success, this guide offers practical insights to excel.

 

Starting with keyword optimization and moving through PPC campaign improvement to growth experimentation, each section of this guide unfolds valuable strategies, culminating in what we believe is the best Amazon PPC strategy. Below, we share these strategies, which are born from our practical experience with clients’ Amazon PPC accounts and have a proven track record of delivering results.

Amazon PPC Strategy: Proven Strategies for Success

When it comes to Amazon Pay-Per-Click (PPC) advertising, having a well-defined strategy is key to outperforming your competitors. Merely setting up campaigns falls short; instead, it requires astute strategic planning and continuous optimization. In this section, we will investigate a series of advanced strategies that can assist in maximizing the potential of your Amazon PPC campaigns and consolidating your presence within your niche.

1. Keyword Funneling with STIN Analyzer

What: Identifying high-performing keywords from auto, broad and phrase campaigns and targeting them in manual campaigns.
Why: Maximize the potential of top-performing keywords.
How: Weekly analysis using STIN Analyzer to funnel keywords into manual campaigns.

 

One of the fundamental principles of successful Amazon PPC advertising is the ability to identify and prioritize the keywords that drive the most sales. To achieve this, you can implement a strategy known as “Keyword Funneling.” This involves the regular analysis of auto campaigns to uncover the keywords that are performing exceptionally well. By using tools like the STIN Analyzer, you can pinpoint these high-converting keywords and transfer them into your manual campaigns. This tactic ensures that your top-performing keywords receive the attention they deserve, helping you maximize their potential.

2. Horizontal Funneling Across Ad Types

What: Diversifying from Sponsored Products ads to other ad types.
Why: Tap into different customer segments and increase brand visibility.
How: Ongoing testing of various ad types like Amazon Sponsored Products, Sponsored Brands and Sponsored Display ads.

 

While Sponsored Products ads are backbone of Amazon advertising, it’s essential to consider diversifying your ad types to reach a broader audience. This approach is known as “Horizontal Funneling.” By testing and incorporating various ad types such as Sponsored Brands or Display Ads, you can access different customer segments and enhance your brand’s visibility. We found through countless experiments that diversifying their ad types often yields promising results, leading to increased sales and brand awareness.

3. Single Keyword Campaigns

What: One keyword per campaign for total control.
Why: Enables close monitoring and data-driven decisions.
How: Create single keyword campaigns for the top 5 to 10 keywords depending on the search volumes. Scale the good keywords, and negate the bad.

 

For those who seek precise control and detailed insights, “Single Keyword Campaigns” is a best Amazon PPC strategy worth considering. With single keyword campaign, you create individual campaigns for each keyword, allowing for granular control and in-depth monitoring. This approach empowers you to make data-driven decisions based on the performance of each keyword. Continuously track their performance and scale the successful ones while negating the underperforming ones to optimize your advertising efforts.

4. Brand-Tailored Promotions

What: Retargeting six types of audiences through Amazon’s email tool.
Why: Higher conversion rates and customer retention.
How: Utilizing Amazon’s tool to target specific audiences like Brand Followers, High Spend Customers, and more.

 

Increase your customer retention and boosting conversion rates is essential for sustained success on Amazon. One way to achieve this is through “Brand-Tailored Promotions.” By utilizing Amazon’s email tool, you can retarget specific audiences, such as Brand Followers, High Spend Customers, and others. Customizing your marketing efforts to these audiences can significantly improve your chances of retaining loyal customers and achieving higher conversion rates.

5. Subscribe & Save

What: Retaining customers through Subscribe & Save offers.
Why: Increases sales velocity and customer loyalty.
How: Offer discounts to repeat customers.

 

Another best Amazon PPC strategy to boost customer loyalty and increase sales velocity is to implement “Save & Subscribe” offers. This approach encourages customers to subscribe to your products, ensuring a steady stream of sales over time. Regularly monitor the performance of your subscription offers and make necessary recommendations to optimize this strategy continually.

Amazon PPC Strategy for Sales Growth

These strategies are designed for both established brands seeking to boost sales to five or seven figures and ambitious entrepreneurs eager to make their mark. From targeting low-hanging fruits to optimizing product listings, these tactics will fuel your growth ambitions and secure your brand’s prominence in the competitive world of Amazon marketplace.

1. Low-Hanging Targets: Targeting Opportunities

What: Begin by targeting keywords with positions greater than or equal to 10. Extract maximum value from these keywords to secure an organic presence before targeting high-search volume ones.
Why: It’s easy to rank for these keywords because we already have a good organic position.
How: Use Helium10 or DataDive to seperate out keywords with positions between 10 to 45. Divide into different classes e.g rank keywords with position 10 to 20 first and then keywords with subsequent position. Prioritize overlooked keywords with higher positions, harness their potential to enhance organic visibility, and build a strong foundation for future campaigns.

2. Broad Modifiers: Using Long-Tail Keywords Potential

What: Don’t underestimate the power of long-tail keywords. They yield high conversion rates with lower CPC. Prioritize them to maintain a healthy TACOS and ACOS while exploring new campaign ideas.
Why: Save on advertising costs to achieve low ACOS.
How: Research long-tail keywords for higher conversion rates and low CPC campaigns, expanding your Amazon PPC Strategy’s horizons.

3. Intents Matter: Targeting with Precision

What: Organize your campaigns based on keyword intents. Create Sponsored Brand Product Collection campaigns with taglines that resonate with specific keyword intents.
Why: Increase conversion rate by aligning ad campaigns with shoppers’ specific goals.
How: Create sponsored brands (SB) product collection campaign with tagline that matches the intent of potential customers. For example, if you’re targeting the keyword “eco-friendly home products,” create a campaign with a tagline like “Discover Sustainable Living Essentials” to align your ad content with the user’s intent.

4. Funneling Strategy: Channeling Success

What: Identify your top-performing keywords and implement horizontal and vertical funneling. Analyze keyword density and prioritize the most frequently used terms, targeting them as Phrase & Broad match.
Why: Channel your budget toward the keywords that matter most for sales growth.
How: Optimize your Amazon PPC Strategy by funneling your efforts toward the keywords with high conversion rate. For example Target best-performing keywords from Broad campaign to Exact campaign and Phrase campaign.

5. Deals and Coupons: Leveraging Promotions

What: In a competitive market, explore opportunities like Lightning deals and coupons. These promotions can significantly boost revenue, especially if your competitors are already offering them.
Why: Attract more customers and boost sales by leveraging promotional opportunities.
How: Create promotional opportunities that can give you an edge in a competitive marketplace. For example, offer 5% or 10% discount to your customers. Utilize Subscribe & Save program to offer lucrative offers to repeat customers to win long term customer loyality.

6. Amazon Listing Optimization: The Most Underrated

What: Improve your product listing’s SEO. Conduct thorough keyword research to identify relevant search terms and integrate them into your listing front-end and back-end content.
Why: Improve indexing, ranking, and customer attraction for increased sales.
How: Actively optimize your Amazon PPC strategy by incorporating relevant search terms into your product listings to attract more potential customers. Use 250-bytes back-end search term space to incorporate any remaining keywords.

Read our latest blog for a detailed analysis of Amazon SEO Optimization in 2024: Amazon SEO Optimization Tips and Trends in 2024

6. ASIN Targeting: Steal Competitors Sales

What: Utilize your strong market position to target competitors where you have better ratings and pricing. Additionally, focus on outlier keywords to expand your sales further.
Why: Steal your competitors sales weaker than you.
How: Broaden your Amazon PPC strategy by targeting top competitors effectively and exploring untapped sales opportunities. For example, separate all the competitors with prices higher than yours and target them in PPC campaigns.

7. Negative Keyword Targeting: Minimize Wasted Ad Spend

What: Identify and exclude irrelevant keywords to prevent wasted advertising expenditure on ineffective clicks.

Why: Save your advertising budget by avoiding clicks that contribute to wasted spending.

How: Regularly evaluate your Search Term Report to pinpoint keywords generating irrelevant traffic. Add these as negative keywords to refine your targeting and reduce wasted ad spend.

Amazon PPC Strategy: Sales Revival Strategy

Experiencing a dip in sales can be disheartening, but it’s not the end of the road. With the right Amazon PPC strategy, you can revive declining sales and regain your market position. In this section, we will explore a multi-faceted approach that combines market research, keyword analysis, and strategic campaigns to breathe new life into your sales figures.

1. Market Research

When experiencing a decline in sales, prioritize a thorough market and keyword analysis to understand prevailing market trends and shifts. Implement the following strategies:

1.1. Market Research: Identifying the Pulse

Before diving into action, it’s crucial to conduct thorough market research. Determine if the demand for your products is going down. Observe your competitors’ sales trends – if they are also experiencing declines, it could be indicative of an overall market slowdown. Recognizing the pulse of your niche is the first step in resuscitating declining sales.

1.2. Keyword Analysis: The Power of Search Terms

An essential component of the Amazon PPC strategy for sales recovery is conducting a comprehensive search term analysis. Compare your search terms and rankings with those of your top competitors. By identifying the keywords they are targeting in their PPC campaigns, you can gain valuable insights. Compile a list of keywords to incorporate into your campaigns.

1.3. Keyword Research

To breathe new life into declining sales, in-depth keyword research is imperative. Utilize powerful tools such as Helium10 or DataDive  to discover untapped keyword opportunities. Additionally, check the organic ranking of your keywords and compare organic vs PPC sales. This analysis equips you with the data needed to renovate your Amazon PPC strategy.

2. Best Amazon PPC Strategy

With the data in hand, it’s time to outline a strategic path within your Amazon PPC strategy:

2.1. Focus on Ranking Keywords

Concentrate on keywords with rankings between 10 to 40. Gradually rank them by starting with keywords positioned between 11 to 20, then progress to 21 to 30, and continue in this manner for higher-positioned keywords. Incremental ranking can lead to a resurgence in visibility.

2.2. Keyword Migration

Conduct a research campaign to identify profitable keywords from Auto, Phrase, and Broad campaigns that can be isolated and used in exact match campaigns. This targeted approach allows for more precise control over keyword performance.

2.3. Single Keyword Campaigns

Improve your organic rankings for high search volume relevant keywords in your niche by single keyword campaigns.

2.4. Campaigns Based on Search Volume

Segment your campaigns based on keyword search volume. This approach enables you to target both high-demand and low-competition keywords effectively, catering to various segments of your audience. Always create a type of campaigns, each encompassing keywords with both low and high search volumes.

 

For instance, create a campaign targeting search volumes between 4,000 and 5,000, and another campaign focusing on search volumes ranging from 1,000 to 2,000.

2.5. Conversion-Focused Strategy

In your Amazon PPC strategy, prioritize keywords with a high conversion rate and allocate less budget to keywords with lower conversion rates. This approach optimizes your ad spend and maximizes the ROI on your campaigns.

3. Amazon SEO Strategy: Improve Indexing

In conjunction with your Amazon PPC strategy, optimizing your product listings is key. Employ tools like Helium10 and DataDive to enhance both the back-end and front-end of your listings. This comprehensive Amazon SEO strategy ensures your products are discoverable and attractive to potential customers. Integrate a compelling product video into your listing.

 

Gain valuable insights on crafting an engaging video by checking out our recent blog post: How to Prepare and Upload Video to Your Listing

 

The ultimate goal of these actions is to index for more keywords and create visibility on relevant keywords and, ultimately, to rescue declining sales. By combining the power of research, keywords, and well-structured campaigns, you can breathe new life into your Amazon products and position it for renewed growth and success.

Conclusion: "Experimentation and Growth

In Amazon PPC, continuous experimentation is the key to success. It’s about trying new strategies and adapting to ever-changing dynamics. Always monitor campaign performance, and don’t hesitate to pause those with poor ROI and spent high with high ROI. Accept adaptability and refine your approach based on real-time data and market shifts.

 

Amazon PPC is an ongoing journey, marked by experimention and data-backed decisions. By staying agile and open to change, you’ll navigate the evolving Amazon landscape and drive your brand to greater heights of success.

Drive Brand Growth Ecom Brainly

If you are ready to grow your Amazon brand, Ecom Brainly is here to assist. We specialize in practical Amazon PPC strategies, tailored for brands aiming to boost their sales.


Take the First Step: Request a Free Amazon PPC Account Audit. Our team will provide you with valuable insights to kickstart your journey towards achieving your Amazon PPC goals.


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Ecom Brainly – A Full-Service Amazon agency that focuses on Sustainable Growth and Profitability for Our Partners (clients).

 

We been selling on Amazon since 2017 and has had to adapt for every change that Amazon has made along the way.   Amazon is an ever changing marketplace and Ecom Brainly has his team ready to handle any and every challenge.

 

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