Amazon PPC can be a game changer for your brand — if done right. With the right strategies you can drive more traffic, boost conversions, and maximise your ad spend efficiency.
In this guide we share seven proven Amazon PPC strategies that actually work in 2024, in the order we apply them when we take over an account.
1. Master Your Keyword Research
Everything starts with the right keywords. Use Amazon’s search term report, tools like Helium 10 or DataDive, and competitor analysis to find high-converting keywords with the right balance of search volume and competition.
Pro Tip:
Focus on long-tail keywords with high intent. They convert better and cost less.
2. Optimize Your Campaign Structure
A well-structured campaign gives you better control, cleaner insights, and more predictable performance.
- Separate campaigns by match type (Exact, Phrase, Broad).
- Group similar products in their own campaigns.
- Use single keyword ad groups for tighter control.
Key Benefit:
Better structure means better data, and better data means better optimisation.
3. Improve Your Product Listings
Your ads can bring traffic, but your listings need to convert. Make sure your titles, images, bullet points, and A+ Content are optimised for both shoppers and Amazon’s algorithm.
Focus On:
- Keyword-rich titles
- High-quality images
- Strong bullet points
- A+ Content & Brand Story
4. Leverage Negative Keywords
Negative keywords are the cheapest win in most ad accounts. Every irrelevant search term you exclude is budget moved back to terms that convert, and the effect compounds week over week.
- Review search term reports weekly, not monthly.
- Exclude terms with clicks but no orders after a fair sample.
- Add competitor brand names as negatives unless you are targeting them deliberately.
5. Optimize Bids with Data
Bid on the value of a click rather than the position it buys. Work back from your target ACOS and conversion rate to a break-even bid, then adjust in small increments so you can attribute the change.
Pro Tip:
Change one variable per week. Bids, placements, and budgets moved together tell you nothing about which one worked.
6. Use Auto Campaigns Strategically
Auto campaigns are a research tool, not a growth engine. Run them on a modest budget to harvest search terms, then graduate the winners into exact-match campaigns where you control the bid.
Key Benefit:
A steady harvesting loop keeps your exact-match campaigns fed without manual keyword hunting.
7. Track, Analyze & Scale
Scaling is a decision you earn with data. Track ACOS, ROAS, conversion rate, and total advertising cost of sales together, and only raise budgets on campaigns that hold their efficiency at the higher spend.
Track Weekly:
- ACOS & ROAS trend
- Conversion rate
- Organic vs ad sales
- Share of total spend
