Overview

Amazon sellers who depend on pay‑per‑click (PPC) advertising must continuously sharpen their approach to stay ahead of rivals. In a recent Helium 10 session, experts unpacked sophisticated tactics, introduced the Amazon Marketing Cloud (AMC) as a deep‑data analytics hub, and stressed the need to scrutinize Search Query Performance. Mastering these tools enables sellers to steer spend toward high‑value clicks, lift organic discoverability, and safeguard profit margins.

Key Points

• AMC data fusion — By uploading advertising reports into AMC, sellers can blend their own campaign metrics with Amazon’s shopper‑journey signals, allowing them to pinpoint niche audiences such as users who viewed a competitor’s espresso machine but never purchased.
• Search Query Performance filtering — Examining the exact search terms that trigger ads lets sellers drop low‑yielding keywords and add high‑intent phrases; for instance, replacing a broad “kitchen gadget” bid with the specific “stainless steel garlic press” can raise conversion rates dramatically.
• Weekly bid‑adjustment cycles — Monitoring ACOS trends each week and tweaking bids accordingly can curb waste; a seller who trimmed bids on keywords exceeding a 30 % ACOS observed a 12 % boost in ROAS within a single month.
• Negative keyword expansion — Adding exclusions such as “free,” “DIY,” or “cheap” prevents ads from appearing on irrelevant searches, conserving budget that would otherwise be spent on clicks with virtually no purchase probability.
• Cross‑campaign budget reallocation — Moving funds from underperforming Sponsored Brands into high‑performing Sponsored Products can accelerate sales; a case study showed a 15 % increase in units sold after shifting 20 % of the total ad spend.
• Audience‑level insights — AMC’s audience segmentation reveals shopper behaviors like “added to cart but abandoned,” enabling sellers to launch retargeting Sponsored Display ads that capture otherwise lost revenue.

How Strategic PPC Works

1. Data ingestion in AMC — Sellers export their campaign reports, upload them to AMC, and the system merges these with Amazon’s anonymized shopper journey data; for example, a tea brand discovers that 40 % of clicks on its “organic tea” ad originate from users who previously bought herbal supplements, indicating a health‑focused segment to target.