Overview

Amazon Ads has published new guides on optimizing PPC campaigns through quick, targeted actions covering budget adjustments, keyword bid optimization, match types, negative keywords, and product targeting. These tactics help sellers reduce wasted spend and improve campaign profitability.

Key Points

• Budget management — Adjust daily and lifetime budgets based on performance to avoid missing conversions when campaigns hit limits early
• Keyword bid optimization — Raise bids on high-performing keywords and lower bids on keywords with high spend but few conversions
• Match type strategy — Use broad match for discovery, then move converting terms to phrase or exact match campaigns with higher bids
• Negative keywords — Block irrelevant search terms that generate clicks but no conversions by adding them as negative exact or phrase matches
• Product targeting — Place ads on competitor product pages or complementary product listings to reach shoppers with high purchase intent

Seller Impact

• Review search term reports weekly — Check which keywords are converting profitably and which are wasting spend, then adjust bids or add negative keywords
• Increase budgets for profitable campaigns — If a campaign hits its daily limit before midnight and has a profitable ACoS, raise the budget to capture more conversions
• Harvest converting search terms — Move profitable broad match keywords to exact match campaigns with higher bids to concentrate spend on proven converters
• Add negative keywords aggressively — Block any search term that generates 3+ clicks without a conversion to stop the bleed on wasted spend

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Source: sellercentral.amazon.com