Amazon PPC (Pay-Per-Click) advertising can make or break your success on the platform. But let’s be real—Amazon ads can feel like burning cash if you don’t have the right strategy. If you’ve been running campaigns but aren’t seeing the returns you hoped for, you’re not alone. Over the years, I’ve been in the trenches with countless client accounts, figuring out what works (and what doesn’t). This guide breaks down six steps that can help you stop wasting ad spend and start seeing the results you deserve.
Why Amazon PPC Optimization Matters
Amazon is a crowded marketplace. Even the best products won’t sell if no one can find them. PPC campaigns get your products in front of the right shoppers, but without optimization, ad costs add up fast. The goal is simple—make sure every dollar you spend leads to real results like more sales, higher click-through rates (CTR), and better ad placement. Plus, when your ads perform well, Amazon’s algorithm takes notice and rewards you with better organic rankings. This 6-step plan can help you squeeze the most value out of your campaigns and keep your brand moving forward.
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6 Steps to Fix Your Amazon PPC Campaign
1. Bid Optimization Schedule
Bid optimization is a cornerstone of Amazon PPC management, but timing is everything. A common mistake we see at BellaVix when we onboard a new client is the daily bid adjustment, which doesn’t allow Amazon enough time to report accurate data. Instead, opt for a bid optimization schedule of once or twice per week. This ensures your decisions are based on reliable performance metrics, reducing overcorrections and wasted ad spend.
Regular bid optimization is essential for maintaining and enhancing the performance of your Amazon advertising campaigns. Cost efficiency, adapting to market changes, better ad positioning, and better budget control are the top benefits of performing routine bid adjustments properly.
2. Regular Search Term Report (STR) Downloads and Analysis
Not just once has the Search Term Reports (STR) been overlooked. When we perform an account audit, we usually notice this basic tool that nobody is taking advantage of.
The STR provides insights into how your ads perform and which search terms drive conversions. Yet, many advertisers need to pay more attention to the importance of analyzing STR data consistently. We recommend downloading and reviewing STR reports bi-weekly or monthly. By identifying underperforming keywords and reallocating your budget to high-converting terms, you can significantly enhance campaign performance.
The STRs provide great insights on both performing and non-performing search terms. The converting search terms can be used in your current or new PPC campaigns to reach a greater audience while the non-performing ones can be used as negative keywords.
3. Adding Negative Targets for Better Traffic Segmentation
Negative keywords play a critical role in Amazon PPC optimization by preventing wasted ad spend. By excluding irrelevant or low-performing keywords, you can direct traffic to higher-converting ad groups. For example, dividing keywords into broad, phrase, and exact-match ad groups ensures better segmentation. However, regular updates to your negative keyword list are essential—don’t let three months pass without refining these targets.
4. Leveraging Advanced Amazon PPC Optimization Tools
One of the key advantages of working with an Amazon PPC agency is access to advanced optimization tools that are often unavailable to individual sellers or clients. These tools play a crucial role in streamlining and enhancing advertising campaigns, offering features such as automation, real-time bid adjustments, and in-depth analytics. By leveraging these resources, sellers can save time, optimize their ad spend, and significantly improve campaign performance. Collaborating with an Amazon Advertising Agency with dedicated Amazon PPC specialists ensures that you’re fully utilizing these sophisticated tools to drive measurable results and stay competitive in the marketplace.
5. Brand Metrics and Tailored Promotions
Regular analysis of Amazon’s Brand Metrics is essential to monitor the overall health of your campaigns. For example, comparing performance metrics like CTR, ACoS, and conversion rates over time can highlight areas for improvement. Declines in metrics should prompt a review of campaign strategy and execution.
Additionally, Amazon’s brand-tailored promotions are an excellent way to target specific customer segments, such as cart abandoners. Promotions aimed at these audiences can drive significant engagement and conversions.
6. Incorporating Amazon DSP
For sellers looking to expand beyond traditional PPC campaigns, Amazon DSP (Demand-Side Platform) offers unparalleled opportunities for audience targeting. With DSP, you can retarget customers based on:
- Product views and purchases
- Competitor storefront and product page views
- Brand storefront interactions
By leveraging DSP, you gain access to robust audience insights and performance analytics, enabling you to refine your approach. The benefits of DSP include increased brand awareness, enhanced retargeting capabilities, and greater control over your advertising spend. Partnering with an Amazon PPC consultant can help you seamlessly integrate DSP into your advertising strategy.
Final Thoughts
Amazon PPC doesn’t have to feel like a gamble. By following this 6-step plan, you can take control of your campaigns, cut unnecessary ad spend, and drive meaningful results. Whether you’re struggling to get started or just need to fine-tune your existing strategy, these steps can give you the clarity and confidence to move forward. PPC success doesn’t happen overnight, but with consistent effort and the right approach, you’ll start seeing the difference in your sales and visibility.
Fix Your Amazon PPC and Maximize ROI
Amazon PPC can transform your success, but without the right strategy, it can quickly drain your budget. This guide breaks down six essential steps to optimize your campaigns and get the returns you deserve.
Why Amazon PPC Optimization Matters
Amazon’s marketplace is crowded. Even the best products need visibility to drive sales. PPC campaigns put your products in front of the right shoppers, but without optimization, costs can skyrocket. This 6-step plan ensures your ad spend translates into sales and better rankings.
6 Steps to Fix Your Amazon PPC Campaign
- Bid Optimization Schedule
Optimize bids once or twice a week, not daily. Let Amazon collect accurate data to reduce overcorrection and wasted spend. - Regular Search Term Report (STR) Analysis
Download and review STRs bi-weekly or monthly. Identify and remove underperforming keywords while boosting high-converting terms. - Add Negative Targets
Use negative keywords to cut irrelevant traffic and direct budgets to the right ad groups. Regularly update these targets to improve efficiency. - Advanced PPC Tools
Utilize automation and real-time bid adjustments with advanced PPC tools. These streamline optimization and enhance performance. - Monitor Brand Metrics and Promotions
Track CTR, ACoS, and conversion rates. Use brand promotions to re-engage cart abandoners and boost sales. - Incorporate Amazon DSP
Leverage DSP for retargeting and competitor insights. Drive brand awareness and refine audience targeting beyond standard PPC.
Take Control of Your Amazon PPC
Stop wasting ad spend and start seeing results. Fill out the form below to connect with BellaVix and get expert Amazon PPC solutions tailored to your goals.