Overview

Amazon’s pay‑per‑click (PPC) advertising lets sellers bid for placement on search result pages and product detail pages. Launching a well‑organized campaign in 2024 can instantly raise product visibility, speed up sales momentum, and feed the organic ranking algorithm. Sellers who fine‑tune keyword choices, budget distribution, and performance tracking will keep a competitive edge as the marketplace grows.

Key Points

• Rapid exposure — A freshly activated Sponsored Products ad can land on the first search results page within minutes, with one seller reporting a 12 % jump in impressions on day one.
• Spend limits — By capping the cost‑per‑click (CPC) at $0.75, a kitchen‑tool vendor kept daily spend under $30 while still attracting 45 clicks.
• Match‑type influence — Switching to exact match for “organic cotton baby blanket” cut irrelevant clicks by roughly 22 % for a boutique brand.
• Hybrid campaign model — Combining automatic and manual campaigns helped a cosmetics retailer lower its Advertising Cost of Sales (ACOS) from 35 % to 22 %.
• Negative keyword protection — Adding “free” as a negative term stopped a home‑office chair ad from appearing on low‑intent queries, saving about $15 per week in wasted spend.
• Placement‑specific bidding — Raising bids for “Top of Search (First Page)” slots boosted click‑through rate (CTR) by 48 % for a pet‑food supplier after a 20 % bid increase.

How Amazon PPC Works

1. Select campaign type — Choose among Sponsored Products, Sponsored Brands, or Sponsored Display and set a daily budget; for instance, a smartwatch launcher allocated $40 per day to gauge market reaction.
2. Create ad groups — Within the campaign, define one or more ad groups, each with its own bid; a beauty retailer split “lip balm” and “lip scrub” into separate groups, assigning $0.60 CPC to the former and $0.45 to the latter.
3. Pick keywords — Add target keywords and assign match types; a garden‑tools seller entered “steel garden trowel” as an exact match and “garden tools” as a broad match to capture both precise shoppers and broader browsers.