Complete Guide: Creating Effective Amazon Advertising Campaigns

Amazon Pay-Per-Click (PPC) advertising has become one of the most powerful tools for sellers on Amazon looking to boost visibility, drive traffic, and increase sales on the marketplace. Whether you are selling on Seller Central or Vendor Central, competition on Amazon is ever increasing, along with cost-per-click (CPC) for each bid. Amazon as a platform is constantly evolving, so staying ahead of the game, and using the best and most effective PPC strategies is more important than ever. Whether you're new to Amazon ads or want to fine-tune your existing campaigns, this guide will walk you through the top strategies to help grow your sales in 2025.

What is Amazon PPC?

Amazon PPC is Amazon's advertising system where sellers pay a fee every time a shopper clicks on their advert. These ads appear in prominent locations across Amazon, including search results and product pages.

The main types of Amazon PPC ads include:

• Sponsored Products: Ads promoting individual listings.

• Sponsored Brands: Banner-style ads that showcase your brand and multiple products.

• Sponsored Display: Ads that appear on and off Amazon, retargeting potential customers.

  
  

With these ad types, sellers can target keywords, products, or audiences to ensure their products appear to the right shoppers at the right time.

Why Amazon PPC Matters More Than Ever in 2025

Amazon’s advertising platform continues to grow in complexity and opportunity and Amazon advertising is becoming increasingly important.

In 2025:

• Over 70% of Amazon shoppers click on the first few listings—most of which are PPC ads.

• Amazon has expanded its AI-powered targeting, making campaigns smarter.

• Competition has increased, meaning organic rankings are harder to maintain without PPC support.

  
  

Effective PPC isn't just about visibility anymore—it's about maintaining sales momentum, increasing brand awareness, and defending your product listings.

Guide: Creating Effective Amazon Advertising Campaigns

1. Start with Solid Keyword Research

• Use Amazon’s Own Tools

Begin by using Amazon’s Search Terms Report and Brand Analytics to understand what customers are searching for. These tools highlight the keywords driving clicks and conversions in your niche.

• Use Third-Party Tools for Deeper Insight

Platforms like Helium 10, Jungle Scout, and DataHawk provide competitor keyword data, search volume trends, and long-tail keyword ideas. Look for keywords with:

• High search volume

• Low-to-medium competition

• Strong buyer intent (e.g., “buy”, “best”, “for”, etc.)

• Focus on Long-Tail Keywords

Instead of only targeting broad terms like "phone charger," consider more specific ones like "fast charging USB-C phone charger for Samsung". These usually cost less and convert better.

2. Structure Your Campaigns Properly

• Use a Consistent and Clear Campaign Naming Structure

  • SP - Manual - KW - Generic - Product A

    This would be a sponsored product manual keyword campaign, targeting generic keywords for Product A.

    
    

• Use a Clear Campaign Hierarchy

Organise campaigns by product category or goal. For example:

• Campaign 1: "Top Sellers - Sponsored Products"

• Campaign 2: "New Products - Sponsored Brands"

• Campaign 3: "Retargeting - Sponsored Display"

  
  

Each campaign should have its own budget, targeting method, and bidding strategy.

• Separate Out Branded, Generic & Competitor Keywords

Create different ad groups / campaigns for your own brand keywords (e.g., "Acme shampoo") versus generic (e.g., "natural shampoo") or competitor keywords (e.g., "Faith in Nature shampoo"). This helps with more accurate performance tracking and budget allocation.

3. Use Automatic and Manual Targeting Together

• Start with Automatic Targeting

Automatic campaigns help discover which keywords and ASINs convert well. Let Amazon do the heavy lifting first and collect data for a week or two.

• Then Build Manual Campaigns

Once you have data from automatic campaigns, move high-performing keywords into manual campaigns.

This gives you full control over:

• Bids

• Match types (broad, phrase, exact)

• Placement targeting

Manual campaigns are essential for fine-tuning your ROI.

4. Optimise Bids for Performance

• Use Dynamic Bidding Options

Amazon offers three bidding strategies:

• Dynamic Bids - Down Only: Lowers bids if a click is less likely to convert.

• Dynamic Bids - Up and Down: Adjusts bids based on the chance of conversion.

• Fixed Bids: Keeps your bid steady no matter the context.

  
  

In most cases, "Up and Down" performs best because it responds to real-time conditions, however, this can also increase bids higher than the set bid.

• Adjust Bids by Placement

Use Amazon’s Placement Reports to increase bids for top-performing placements such as:

• Top of search (first page): Usually brings higher conversion rates.

• Product pages: Ideal for cross-selling and targeting competitor listings.

How Convise Amazon Agency Can Help

Whether you're just starting out on Amazon or looking to take your existing business to the next level, Convise Amazon Agency can provide the expertise and support you need to succeed. Contact Convise Amazon Agency today to learn more about their strategic Amazon services and how they can help you drive profitable growth on Amazon.