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Setting up your first Amazon PPC campaign can feel daunting, but it’s a powerful way to drive traffic to your products and boost sales. By understanding the basics and following a clear process, you can create an effective campaign that delivers results. Here’s how to get started.
Choose the right campaign type
Amazon offers three main types of PPC campaigns:
- Sponsored Products: Promote individual products in search results and product pages.
- Sponsored Brands: Showcase your brand and product portfolio in a banner at the top of search results.
- Sponsored Display: Target audiences on and off Amazon to increase visibility.
For your first campaign, start with Sponsored Products as they’re beginner-friendly and deliver direct results.
Optimize your product listings
Before running ads, make sure your listings are fully optimized. This includes:
- Relevant keywords: Use terms that your target audience searches for.
- Compelling titles: Include primary keywords and make the title informative.
- High-quality images: Ensure your product photos meet Amazon’s standards.
- Clear descriptions: Highlight key features and benefits.
If this feels overwhelming, consider working with an Amazon listing optimization agency. These professionals can help fine-tune your listings to maximize ad performance.
Set your campaign goals
Define what you want to achieve with your PPC campaign. Common goals include:
- Driving sales for a new product.
- Boosting visibility in a competitive category.
- Reducing excess inventory.
Clear goals help you measure the success of your campaign and adjust strategies as needed.
Decide on a bidding strategy
Amazon offers manual and automatic bidding options:
- Automatic targeting: Amazon selects keywords and matches your ads to shopper searches. This is great for gathering data when you’re just starting.
- Manual targeting: You choose specific keywords to target, giving you more control over your ad performance.
Start with automatic targeting to understand which keywords perform best for your product.
Set a budget and bids
Set a daily budget you’re comfortable with and adjust as you monitor performance. For beginners, a budget of £10–£20 per day is a good starting point. Bid competitively for keywords relevant to your product, but avoid overspending on highly competitive terms.
Use targeted keywords
Keywords are the backbone of your PPC campaign. Start with a mix of:
- Exact match: Target shoppers searching for the precise term.
- Phrase match: Reach shoppers searching for terms that include your phrase.
- Broad match: Capture a wider audience searching for related terms.
Refine your keyword list as you gather performance data.
Monitor and adjust your campaign
After your campaign launches, monitor its performance closely. Track metrics such as:
- ACoS (Advertising Cost of Sales): Measures the percentage of ad spend relative to sales.
- CTR (Click-Through Rate): Indicates how often shoppers click on your ads.
- Conversions: Shows how many clicks lead to sales.
Adjust your bids, keywords, and budget based on what’s working. For sellers targeting the Amazon advertising UK market, understanding local shopping trends and seasonal demand is crucial for optimizing your campaigns.
Final thoughts
Setting up your first Amazon PPC campaign requires preparation and ongoing optimization. Focus on creating high-quality listings, setting clear goals, and tracking your campaign’s performance. For expert help, you can partner with an Amazon listing optimization agency to refine your approach and maximize your results. With time and consistent effort, you’ll see how Amazon PPC can become a powerful tool to grow your business.
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