Amazon PPC Basics
  • March 12, 2021
  • Michael
  • 2

By this point you’re rocking and rolling in your Amazon FBA business. You’ve found and sourced a product, you’ve built a dynamite listing that includes keyword-rich content, professional photos and back end search terms to help boost your awareness to Amazon customers. Next step is marketing this product to your customers. In this article, we answer the question of what is Amazon PPC, as well as recommend the best Amazon ppc management and software to help boost your business.

Wondering how you boost your Amazon FBA Business awareness?  The best way to do this is through Amazon Advertising. More specifically Amazon Pay-Per-Click (PPC) Advertising. PPC means that Amazon’s advertising only charges you when a shopper Clicks on your advertisement. Seems pretty fair huh?! Going one step further, Amazon PPC operates as an auction format where you set a “Bid” price. This price is included with all other sellers bidding on a specific keyword and your ad is shown in proportionate to where your bid falls within the range of bidders.

Amazon PPC is a better advertising route in comparison to advertising on Google or Facebook because you’re targeting shoppers who are already on Amazon with intent to buy.

In order to set up and run successful Amazon PPC campaigns, you will need to have the baseline knowledge before beginning. If your products do start selling well, it will be time to scale your business. At that point you will be playing catch up if you are trying to learn the PPC basics. Starting with a baseline as you launch your business will help your Amazon FBA business for years to come.


Keyword: word or phrase that you are specifically targeting in your PPC campaign.

Find what Keywords to Target. Now, an important item to remember is that keywords are different from search terms.

amazon ppc management - keywords

Search Term: specific phrase customer searches into the Amazon search bar.

Difference: a keyword is what you have set up as a marketer in your product’s Amazon PPC campaign (input) while a search term is what the customer searched into Amazon’s search bar (output). As you can see from the graphic above, even in an Exact ad group There is content online that use keyword and search terms interchangeably. Be sure you’re aware of the major difference to avoid having your ads appear for irrelevant customer search terms.

amazon ppc management - keywords

There are two great methods to find your keywords:

Use a Keyword Tool to Search Relevant Keywords

Using JungleScout, Helium 10 or a bevy of tools, search the keyword you think is most relevant for your product.

The search results will show keywords the tool has found that a customer searched before buying. The results will show amount of search volume for the keywords as well, so you will immediately know the demand of your targets.

You’ll often see results you wouldn’t have considered and seem obscure. This is why we use a tool.

Helium 10 – Magnet Keyword Research:

amazon ppc keyword research tool - helium 10 magnet keyword research

JungleScout’s Keyword Scout:

amazon ppc management - keyword search Jungle Scout

Reverse ASIN

After searching your top keyword in Amazon, grab the ASIN for the top organic result. Note: ensure this product is very similar, if not the same, as yours.

Use JungleScout’s Keyword Scout or Helium 10’s Cerebro to see what keywords your competitors are ranking for.

Rinse & repeat with a handful of your competitors to beef up your list

Helium 10’s Cerebro:

amazon ppc management - keyword search Helium 10

Keyword Match Types

Match Types: match types determine degree of similarity between keyword and customer search term in order for an ad appearing on Amazon. Through match type, you can use keyword match types to cast a narrow or wide net for your Amazon PPC Ad. and potentially choose to display your ad to customers who were not necessarily searching for your exact product.

  1. Broad Match: search terms that not only match your keyword but are related to your keyword.
    1. Since anything that shows up in phrase will also show up in broad, better to use broad to begin a campaign.
  2. Phrase Match: specify a phrase & keywords are matched w/ terms before and after.
    1. Allows you to control the order of words & have additional words added before or after
  3. Exact Match: narrowed down to searches for the exact keywords you’re targeting.

what is amazon ppc

Note: Phrase match would fall in the middle section for all features.

Using the Broad match type, you are able to reach many more potential search terms with a shorter keyword list. That said, the customer base you are targeting will not be as precise as Phrase or Exact.

For example, if you are selling suede dress shoes, you would have no reason to show up for a customer searching “leather dress shoes”. With the use of a Broad Match campaign using “dress shoes”, Amazon’s algorithm could think “leather dress shoes” is a relevant search term for your Broad keyword and show your add to that customer. Be on the lookout for irrelevant search terms when using a Broad Match Type. The best way to avoid this is to use a tool that drills down into Broad match ads to eliminate irrelevant search terms from showing up like PPC Entourage.

On the other hand, a keyword in an exact match type will match the customer search term Amazon shows the ad to. So if you are targeting “suede dress shoes for men” in an Exact campaign, only customer searches that match (with the exception of plural variations) will be shown the ad.

In general, spending bids should go (highest to lowest):

  1. Exact
  2. Phrase
  3. Broad
  4. Auto

Negative Keywords:

keywords you specifically want your campaigns to ignore. This can be done for a variety of different reasons. Negative Keywords are the keywords or phrases that prevent your ad from appearing on an Amazon SERP (Search Engine Results Page) to a customer.

To be clear, use negative keywords to tell Amazon what you don’t want your ad to show for.

Negative Keyword Examples:

  1. Conflicting Product with Name Overlap

You sell drinking glasses. Eye glasses would be a good negative as you don’t want shoppers looking for reading glasses wasting your precious ad money.

2. Competitor’s Brand Names

If you are selling watches, negative target “Rolex” and “Garmin”. Customers who specifically searching for a Rolex luxury watch or Garmin sport watch are too far down the customer buying cycle to target. Instead, you want to target searches more general, think “watches for men”, “watches under $100”, “leather strap watch”.


PPC Ads can be set up in the following Campaign Types:

1. Sponsored Product Ads

Sponsored product ads are the advertisements on Amazon that appear in search results and product listing pages. This is the most common type of Amazon PPC ad.

Example #1 Amazon Sponsored Product Ad:

what is amazon ppc - sponsored product ads

Example #2 Amazon Sponsored Product Ad:

If I click any weight belt on the image above and scroll down the Product Page:

what is amazon ppc - sponsored product ads

When creating sponsored product ads, there are two types of ads that a seller can create.

  1. Automatic-targeting ads. An automatic-targeting ad focuses on keywords that Amazon’s algorithm determines to be related to your product listing. Over time, Amazon uses the data it collects from clicks and purchases, then adjusts the ads to better suit your listing and increase your conversions. This is the easiest type of sponsored product ad to create. The downside is that it lacks the optimization options that other ad types possess.
  2. Manual-targeting ads. A manual-targeting ad focuses on specified keywords or like-products of your choosing. Because this is more “hands-on”, you’ll need to monitor changes in costs and make adjustments where applicable. This optimization often results in more effective ads and lower long-term ad spend.

Within manual-targeting ads, there are two sub-types:

  1. Manual-keyword-targeting sponsored product ads
  2. Manual-product-targeting sponsored product ads.

We go into greater detail on these two sub-types later in this article.

2. Sponsored Brand Ads

what is amazon ppc - sponsored brand ads

Sponsored brand ads, sometimes called ‘headline search ads’, appear at the top of Amazon searches. A sponsored brand ad allows a seller to include a logo, headline, and three or more products. To use sponsored brand ads, a seller must have a minimum of three brand-registered products on Amazon. Going from the “weight belt” example before, see what a Sponsored Brand Ad looks like. The icon in GREEN is the Amazon Sponsored Brand Ad.

3. Sponsored Display Ads

Sponsored display ads allow sellers to target shoppers who’ve already visited their page. Amazon automatically creates ads targeting those customers on its affiliate sites, including Google, Facebook, Netflix, and even mobile phone apps. Like sponsored brand ads, a seller must have a registered brand in order to utilize sponsored display ads.

amazon sponsored display ad example

We hope you are enjoying this Amazon PPC training. No matter where you are on your Amazon FBA journey, be sure to remember the importance of mindset in the process. You will go as far as you believe so do not let the small hurdles get you down. I believe in you and you better do the same.

If you have comments on Amazon PPC basics or Amazon FBA Training questions, check out our Amazon PPC section, please reach out to FBA Global and we’re here to help directly! Connecting with Amazon FBA Sellers is rewarding and always where I learn most from so don’t hesitate to use your resources in the field.

For reviews on Amazon Seller Tools & Software that can help grow an Amazon FBA business quickly, head over to our Amazon Seller Tools sections.

All the Best,


From the shores of Costa Rica

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