How to Create Your Amazon PPC Campaign 2024: Step By Step

Here is a quick guide provided on how Amazon’s pay search works. It is not so difficult to learn and understand. Millions of people keep on searching on Amazon every month. These searches include many short and long keywords for different products. These searchers are those people who buy products from Amazon.

Original shoppers are never interested in doing window shopping. They are not interested in making ideas but in buying the products. You just have to go to the search box of Amazon to purchase any product and type the name of the product in that search box that you want to buy.

In response to your search, Amazon fetches the resultant products that meet customer search needs. A list of products is displayed to the customers, and that list of results is known as organic results. 

There is also a term called paid search results. These are the results that are displayed above organic results. It does not matter what you have searched, but it will show you the paid results. Not just above the organic results, it can also appear in between, below, and on the right side of the organic search results.

There are upgraded auction-based options for marketing and advertising are used for every paid advertisement in which every seller sets a budget for their ads. Higher the amount paid by the seller or the vendor, there are more chances of their ads to be displayed. These vendors or sellers pay for each click on their advertisements by the buyers. 

How to Design your PPC Campaign?

Let us discuss some ways of designing PPC campaigns:

Focus on Your Products First

Firstly, when you are looking forward to launching the Amazon PPC campaign, you have to enlist the products. Get the essential details of your products to be filled. All the product descriptions should be accurate. Any description with false promises will get you bad reviews, which can negatively affect your ads and product.

You have to fill clean and sharp images of the products and set up the competitive prices of that product. You also have to check on the competitor’s prices in the market for a similar product.

It is essential to have good reviews of your product. Those positive reviews will help enhance your ads and allow you to earn more money and trust of the customers. 

Run an Automatic Campaign

If you are willing to run an Amazon PPC campaign without any use of the Amazon PPC tool, then it is suggested to use an automatic campaign. The feature of Amazon’s automatic campaign will help you to run ads without spending a lot of time on research work for keywords and advertising tools.

It will automatically provide keywords that are suitable for your products. It will also allow sellers to bid with the lowest amount as the starting of a bid. After bidding on keywords, it is easy to run an automatic PPC campaign.

After creating the campaign with the appropriate name, you can enter your budget and the start date. And when the campaign launched, you should be running that automatic campaign for a few weeks.

Run a Manual Campaign

After running an automatic campaign for weeks and gaining experience, it is advised to switch to the Amazon manual PPC campaigns. In manual campaigns, you have to make a list of keywords that are most suited to your product. Before running a manual campaign, it is highly recommended to use an automatic campaign.

Basic Terms Used in the PPC Campaigns

Here are the two terms of Amazon PPC used. Let us discuss them to understand them better:

1. Search terms: These are the accurate terms that buyer types in the search box for buying a product on Amazon. The results showed as per the term searched are your product ads. You may find the resultant product names misspelled or with incorrect spellings, but you will get it the same as the searched term.
2. Keywords: Keywords are those words that allow sellers to choose on which search terms their ads should display on Amazon to the buyers. If the seller’s keyword and the buyer’s search term gets matched, then the ad will be displayed on Amazon.
3. Search queries: Search queries are considered as a set of keywords. By using search queries, sellers can have a variety of keywords that can target PPC campaigns. Search term querying has also proven to be a great way to find out the negative terms restricting in earning PPC money. Amazon has the authority to decide whether to display the product as per the keyword or the opted keyword match type.

Amazon Keywords Match Types

For the first sponsored product, Amazon displays the Baking tool. Suppose the search term is taken as benches, then the ads matching with these search terms appear. You can easily avoid these instances for irrelevant ads that are displayed by choosing the correct keyword. With the feature of Keyword Match Type, the seller can decide about his product and post an advertisement based on the appropriate match of the search term and the keyword.

The seller can choose a suitable search term that matches the keyword. It can provide restrictions on the search term. For the campaign, Amazon will let you select the type of keyword and its categories.

When you are up to create a PPC campaign for an ad, you have to choose keywords you want to bid on. A keyword can be of more than one word. If the customer searched term is a keyword, the ad gets displayed on Amazon in front of the customer.

For every chosen keyword, you have to select a match-type also. Now you will be wondering about what is a match-type? It is a way in which your keyword matches the user’s search results on Amazon. It is categorized into three types:

1. Exact Match: Amazon will display your ads in front of the customers if your keyword is the same as the customer’s search term. There can be an exception accepted of slight misspellings.

Pros and Cons of Exact Match

• You have to type the exact, small, and precise words for the display of your advertisements.
• A toll is taken by an exact match on the number of ads displayed to other people typing the correct search terms as your keyword.
• It is an excellent way to ensure you have the right clicks and target most people looking for the product to buy them.

2. Phrase Match: Your ads will be displayed for a long time until your keyword phrase is there in the customer’s search term without interruption of any other words in between.

Pros and Cons of Phrase Match

• The ads are displayed when the keyword is the same as the search term. There can be additional words before or after the keyword.
• Here the ad has a medium range of the target group that can be triggered by anyways: short or broad search terms.
• There will be a high possibility of enjoying your product and can avoid unnecessary clicks of broad term matching.
• You will be having control over the display of ads.

3. Broad Match: It is the kind of match type in which the customer’s search term should acquire all the words from the seller’s keyword phrase independent of any order.

Pros and cons of Broad Match

Broad match is for search terms where a short phrase or word gets matched with the keyword, and the ads get displayed to the customers. The search term can include synonyms, abbreviations, and acronyms.

• There is a high possibility of displaying ads as customers can use a wide range of search terms to trigger the seller’s advertisement.
• It can be found expensive as it can drain out your money by asking for clicks with irrelevant search terms.
• It is excellent for targeting many people and adding them to your listings.

Keyword research is a critical aspect of the leading advertising campaigns and many search ads. You can not ignore having proper keyword research. There is also a term called negative keywords. Below we have discussed what negative keywords are?