Overview

When a new product hits Amazon, sellers often turn to pay‑per‑click (PPC) campaigns to spark early sales and push the listing up the organic rankings. By coordinating Sponsored Products, Sponsored Brands, and Sponsored Display during the launch window, advertisers can feed the ranking algorithm with the velocity it needs to move a product from obscurity to the first page. Mastering the timing, bid levels, and keyword hygiene is essential for any seller looking to accelerate rank growth.

Key Points

• Front‑load the budget — Concentrating a larger daily spend in the first 7‑14 days can generate a surge of sales; for example, a new kitchen gadget received 150 clicks and 12 purchases within two days after the budget was doubled.
• Raise bids on high‑intent terms — Increasing the bid on keywords that already show a three‑digit click‑through rate can double daily impressions, as demonstrated when a seller lifted the bid for “organic tea bags” from $0.45 to $0.80 and saw impressions climb from 2,300 to 4,600.
• Add Sponsored Display for retargeting — Targeting shoppers who viewed competitor listings can capture up to 20 % of that audience, turning them into additional sales that reinforce organic rank.
• Apply negative keywords early — Excluding low‑performing phrases such as “free sample” after the first 100 clicks prevents wasted spend and keeps ACoS under the 25 % ceiling.
• Watch ACoS trends and adjust bids — When a campaign’s ACoS drifts above the target, trimming the bid by roughly 10 % usually restores profitability while preserving enough sales momentum for ranking.

How Amazon PPC Ranking Works

1. Keyword tiering – Mix intent levels — Begin with a blend of exact, phrase, and broad match keywords. A seller launching a silicone baking mat might select “silicone baking mat” (exact), “non‑stick baking sheet” (phrase), and “kitchen bakeware” (broad) to capture shoppers at different stages of the buying journey.
2. Bid prioritization – Favor high‑conversion terms — Allocate higher bids to exact‑match keywords that demonstrate conversion rates above 10 % in early tests. In the baking‑mat scenario, the seller sets a $1.20 bid for the exact term while keeping the broad term at $0.45 to conserve budget.