Just like search engine PPC campaigns, Amazon Sponsored Products (Amazon PPC) revolves around bidding for keywords.

In a nutshell, a seller places a bid for a specific keyword(s). The seller who places the most competitive bids has better chance to win the keyword(s) and is rewarded with his/her product appearing in the  first page of Amazon’s search result for the said keyword(s).

Although the bid amount is the most significant factor for Ad position, ECTR( Expected Click Through Rate) and Conversion rate (Orders/Clicks) also plays crucial role.

The seller is charged only when his Ad is clicked based on the bid that he posted for the said keyword.

Any seller with a professional Amazon selling plan can start a PPC campaign(provided the products have buy box). But do take note that PPC ads are limited to certain categories. To view what these categories are, just login to your Amazon Seller Central Account.

How Does An Amazon PPC Ad Look Like?

PPC ads appear as a single product and are linked to the listing page (for the product) of the winning seller, and the content for said ad is automatically generated by Amazon based on the image, title, description made by the seller.

Where Do Amazon PPC Ads Appear?

Amazon Sponsored Products appear in two places.

  • Amazon’s search result page ( Top, Bottom and Right Side)
  • Amazon’s product listings page
Where Do Amazon PPC Ads Appear?

Paid ads that appear on the search results page are discreetly marked as “sponsored”, and are structured to blend seamlessly in comparison to organic listings. They also mimic the structure of organically ranked listings in terms of image, pricing and user review/feedback.

As for ads that appear on the product listing page, they can be found below the title and images of the page, and just above the product description.

The Advantages Of Using Amazon Sponsored Products (Amazon PPC)

The common misconception when it comes to any PPC campaign is that it’s only used by those that are desperate in getting traffic to a specific page. Though there may be some truth to this, it is not entirely accurate.

PPC, be it for search engines, is a full proof method in improving visibility, brand recall, and sales. One that can give you the upper hand against the competition.

securing your place as a go to brand for a specific product.

The benefits are:

Additional visibility and sales for your entire product line

Though Amazon PPC can further improve your listings that are already profitable, it can also help boost those that aren’t.

You have the choice to either boost sales on a certain listing, or spread the campaign to encompass most, if not all, you listings.

The way I do it is to first use Amazon PPC on a listing that is already earning. Then use the extra funds to then focus on those that need movement. That way my entire inventory gains more visibility. And the more visible my entire product line becomes, the bigger the chance of return customers.

Brand/Product Domination

Having a listing appear on the first page of Amazon’s search result is half the battle. Now that you have a product visible to thousands of potential buyers, what you need to do is to defend that spot.

By using Amazon PPC to cement your foothold on a specific keyword, you are not only ensuring a high probability of sales, but is also securing your place as a go to brand for a specific product.

The common misconception when it comes to any PPC campaign is that it’s only used by those that are desperate in getting traffic to a specific page. Though there may be some truth to this, it is not entirely accurate.

PPC, be it for search engines, is a full proof method in improving visibility, brand recall, and sales. One that can give you the upper hand against the competition.

The benefits are:

Additional visibility and sales for your entire product line

Though Amazon PPC can further improve your listings that are already profitable, it can also help boost those that aren’t.

You have the choice to either boost sales on a certain listing, or spread the campaign to encompass most, if not all, you listings.

The way I do it is to first use Amazon PPC on a listing that is already earning. Then use the extra funds to then focus on those that need movement. That way my entire inventory gains more visibility. And the more visible my entire product line becomes, the bigger the chance of return customers.

Brand/Product Domination

Having a listing appear on the first page of Amazon’s search result is half the battle. Now that you have a product visible to thousands of potential buyers, what you need to do is to defend that spot.

By using Amazon PPC to cement your foothold on a specific keyword, you are not only ensuring a high probability of sales, but is also securing your place as a go to brand for a specific product.

Can Amazon PPC Help Rank Listings Organically In The Future?

Yes, it can.

What most sellers don’t realize is that Amazon PPC has a huge impact on organic rankings. This is due to the fact that one of the determining factors of Amazon’s search algorithm is sales. The more sales history a listing/product has, the better Amazon will rank it in the future, even if you stopped doing PPC for the said listing.

Of course this will only work if the product you’re selling receives a positive feedback/review from its buyer. But you see my point, yeah?

How Does Amazon Sponsored Products Differ From Google Adwords In Terms Of Payment?

There is no denying that the concept of PPC originated with Google and its Adwords system. But though the concept of “pay per click” may be the same between both platforms, the similarity ends with how Amazon charges its bidders.

The best thing about Amazon sponsored products optimization  or Amazon PPC is that it’s cheaper than Google Adwords or Facebook Ads!

You don’t believe me?

Amazon itself stated that average successful bids (bids that will appear on the first position) just cost around 14 to 72 cents.

And unlike Google or Facebook PPC programs, paying that small amount gains you access to high competition product keywords.

Can Anyone Start An Amazon Sponsored Products (PPC) Campaign?

Of course! Anyone can just go ahead and start their own Amazon PPC campaign. And if you’re excited in placing your first bid, just go to advertising.amazon.com/sponsored-products and start one now.

But you know what, I highly advise that you don’t….for now at least.

You see, as with any specialized marketing/advertising campaign, there are many factors that can cause people to lose, rather than gain money. This is why advertising companies are still relevant now even with the advent of social media.

Though yes, I agree that you can start one if you really wanted to, but shouldn’t you leave such things with experienced individuals?

Don’t get me wrong, i’m not trying to stop you because we provide PPC services. All i’m saying is that there are just some things that you leave in the hands of experts.

Take for example keyword research. Do you have the know how on what would be the best keywords to use for your listings? Do you have the right tool to conduct an accurate keyword research?

What about your cost per click? Do you know if your bids are costing you more or less?

I admit, I did not reveal everything to you, and I am sorry for somewhat getting your hopes up. But I would like to believe that you would agree with me that each one of us is uniquely good at something.

In our case, it’s helping regular Amazon sellers reach their full revenue potential on the platform.

To end, let me invite you to try our Amazon Sponsored Products management. We are confident of our expertise that we even have a 14 day FREE trial with no strings attached.

So, did you find this article helpful? Do you have anything to add? Or are you smirking with the fact that this turned out to be somewhat of a sales pitch in the end? (In our defense, we seldom do it, so cut us some slack) You know the drill……leave a comment below.

As always, have a great day and see you next time!