Why is Amazon PPC Important for Visibility?
- Convise
- 2 days ago
- 5 min read
When it comes to selling products on Amazon, visibility is everything. No matter how great your product is, if shoppers can’t find it, they can’t buy it. This is where Amazon Pay-Per-Click (PPC) advertising comes in. PPC gives sellers a powerful way to increase product visibility, drive traffic to listings, and boost sales—especially in a competitive marketplace like Amazon UK. In this blog post, we'll explore why Amazon PPC is essential for visibility and how it works to your advantage.
What is Amazon PPC?
Amazon PPC (Pay-Per-Click) is Amazon’s internal advertising system that allows sellers to promote their products within Amazon's search results and product pages. Sellers only pay when someone clicks on their ad, making it a cost-effective way to gain visibility.
Main Types of Amazon PPC Ads:
Sponsored Products: Promote individual product listings. These ads appear in search results and on product detail pages.
Sponsored Brands: Banner-style ads that feature your brand logo and multiple products. Ideal for brand awareness.
Sponsored Display: Retargeting ads that show up both on and off Amazon, targeting shoppers who’ve viewed your products or similar items.
These ad formats help sellers reach customers at different stages of the buying journey.
Why Visibility is Critical on Amazon
Amazon is a search-driven platform, much like Google. When a shopper types in a keyword, Amazon’s algorithm ranks products based on relevance, sales history, pricing, availability, and more.
Here’s why visibility is crucial:
Over 70% of Amazon sales happen on the first page of results
Most users click on one of the top three listings
Organic ranking is increasingly difficult due to competition
Without visibility, even the best products may remain undiscovered.
How Amazon PPC Boosts Product Visibility
Amazon PPC puts your product in front of shoppers the moment they search for related items. Here’s how it works:
1. Appear on the First Page Instantly
With PPC, your product can show on page one of search results even if your organic ranking is low. This instant exposure is invaluable for new products or categories with stiff competition.
2. Target the Right Audience
Amazon ads let you target based on:
Keywords
Product categories
Competitor listings
Customer interests
This ensures your product is shown to people most likely to buy it.
3. Build Momentum for Organic Ranking
Sales generated through PPC contribute to your product’s performance metrics—such as click-through rate (CTR) and conversion rate (CVR). These are factors Amazon uses to improve your organic ranking over time.
So, the more sales you drive through ads, the more likely you are to rank well organically.
Amazon PPC vs Organic SEO: What’s the Difference?
Feature | Amazon PPC | Organic SEO |
Speed | Instant visibility | Takes time to build |
Cost | Pay for every click | No direct cost per click |
Control | High control over targeting and placement | Limited control |
Long-term impact | Stops when ads stop running | Keeps generating traffic over time |
Both PPC and SEO important, but PPC is ideal for short-term wins and launching new products. At Convise, we provide both of these services and more.
Key Benefits of Using Amazon PPC for Visibility
1. Accelerate Product Launches
When launching a new product, it won’t have reviews or a sales history. PPC helps get it in front of shoppers quickly so you can:
Generate initial sales
Collect reviews
Boost organic rank faster
2. Defend Your Brand Space
Your competitors can target your brand name and product pages with their ads. Running your own branded PPC campaigns ensures you:
Show up when shoppers search your brand
Keep competitors off your listings
3. Outrank Competitors in Search Results
You can bid on competitor keywords and place your ads on their product pages. This is an effective way to:
Steal market share
Highlight better value or features
Win over undecided shoppers
4. Increase Click-Through Rates
Strategic ad placements (like top of search or above-the-fold product pages) draw more attention and clicks. A well-optimised PPC ad with attractive images and pricing can greatly improve CTR.
5. Scale with Data and Control
PPC campaigns give you access to rich data including:
Clicks
Impressions
Spend
ACOS (Advertising Cost of Sale)
Conversion rates
This lets you refine your ads, budget wisely, and invest in what works.
Common PPC Myths That Hurt Visibility
Myth 1: "If my product is great, it’ll rank on its own"
Truth: Not anymore. With thousands of sellers in every category, even great products need a push to be seen.
Myth 2: "PPC is too expensive"
Truth: PPC is scalable. You can start with a small budget and increase as you see results. Plus, you only pay when someone clicks.
Myth 3: "I don’t need PPC if I’m already ranking well"
Truth: Competitors can still appear above your organic listing with their ads. PPC helps maintain dominance in search results.
Best Practices to Maximise Visibility with PPC
1. Use Automatic and Manual Campaigns
Start with automatic campaigns to discover high-performing keywords.
Use manual campaigns to control bids and target exact keywords.
2. Target Long-Tail Keywords
These are specific and less competitive phrases like:
“non-stick frying pan with lid”
“USB-C charger for iPhone and Android”
They often have better conversion rates.
3. Optimise Your Listings
Even the best ads won’t convert if your product page is weak. Ensure:
Clear titles with relevant keywords
Bullet points that highlight key features
High-quality images and video
Competitive pricing
4. Monitor Campaign Metrics
Track:
CTR (Click-Through Rate) – shows how attractive your ads are
ACOS – shows profitability
Impressions – shows reach
CVR (Conversion Rate) – shows effectiveness
Adjust bids and keywords based on performance.
5. Set a Realistic Budget
Start small, then scale. Allocate more budget to high-converting campaigns and products. Use Amazon’s Portfolio Budgets to control spending.
Case Example: PPC Driving Visibility for a New Product
A UK-based seller launched a reusable bamboo cutlery set. Initially buried on page 10, they ran:
Sponsored Product ads targeting eco-related keywords
Sponsored Brand ads to build brand awareness
Within 3 weeks:
CTR increased by 25%
Product moved to page 2 organically
Generated 150+ sales with 20+ reviews
This wouldn’t have been possible through organic reach alone.
Final Thoughts: Visibility Starts with Smart PPC
If you want to succeed on Amazon, you must be seen. PPC gives you the power to get your products in front of the right shoppers at the right time. It helps you launch faster, compete stronger, and grow smarter.
In 2025, relying only on organic ranking is no longer enough. With Amazon’s growing ad platform and smart targeting tools, PPC has become a must-have part of every seller’s toolkit.
Start small, test continuously, and focus on visibility—not just clicks. Because the more people who see your product, the more people will buy it.
Need help getting started with Amazon PPC? Convise are UK-based Amazon Specialists, and can help set up campaigns and / or optimise your current PPC campaigns. Contact us, today.
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