A shopper's attention span is a couple of minutes before they get bored with researching a product. This is why it’s typical for most people not to scroll beyond the first page of results. That means if your product isn’t showing up there, chances are it won’t get noticed at all. Amazon PPC ads give you a way to change that. If you have never run ads before, here is a quick overview to get you started.
Amazon PPC ads help sellers get their products noticed by shoppers on Amazon. With these ads, you don’t need to pay a flat fee. You only pay when someone clicks your ad. Where your ad shows depends on how much you’re willing to bid and how relevant your listing is to what the shopper is searching for.
Sponsored Products are the most common and beginner-friendly ad type. They look like regular product listings, but with a small “Sponsored” tag. They can appear at the top of search results, in the middle of search results, and on product detail pages of competitors. It works best for promoting individual products and launching new products.
Here’s what you need to know about Sponsored Products ads:
They run on keyword targeting or product targeting. You can choose specific keywords you want to show for or target competitor products directly.
They are available to both individual sellers and professional sellers. You don’t need to be brand registered to run them.
Amazon ads are all about performance. If your product has low ratings, weak images, or a poorly written listing, people might click on your ad but not actually buy. When that happens, your budget gets used up but you won’t make any sales.
Sponsored Brands ads show up right at the top of the search results and take up more space than Sponsored Product ads. They include your brand logo, a custom headline, and up to three products in one ad. This format is meant to help more shoppers notice you.
Here’s what you need to know about Sponsored Brands ads:
You must be enrolled in Amazon Brand Registry to use these ads. Non-brand-registered sellers cannot run them.
Sponsored Brands offer multiple formats:
Product Collection Ads – Shows up to three products with a custom message.
Store Spotlight Ads – Sends traffic to your Amazon Store, where you can display your full product catalog.
Video Ads – Auto-plays short videos in search results. These often have higher engagement than static ads.
They are placed prominently, so the CPC is usually higher than Sponsored Products.
Sponsored Display ads are different from the other two types because they don’t just appear in Amazon search results. These ads are not limited to Amazon search results. They can also show up on competitor product pages, on related products shoppers are browsing, and even off Amazon on other websites and apps.
Here’s what you need to know about Sponsored Display ads:
They use audience and product targeting rather than keyword targeting. You can target shoppers who viewed your product but didn’t buy, or shoppers looking at similar products.
Sponsored Display is available only to brand-registered sellers.
These ads are useful for retargeting.
They also allow “off-Amazon” placements. Your ads can appear on sites Amazon owns or partners with, such as news sites or blogs.
The cost is usually lower than Sponsored Brands, but you need good product images and reviews for them to convert.
Step 1: Sign in to your Amazon Seller Central account. Go to Advertising in the top menu and click Campaign Manager.
Step 2: On the Campaign Manager page, set your campaign name, budget, and duration.
Step 3: Give your ad group a name and select the product you want to advertise. Each ad group promoted only one product.
Step 4: Decide how much you want to spend on each click. Higher bids increase your chances of showing up.
Step 5: Now add keywords for your ad.
You can either:
Use Amazon’s suggested keywords, which are based on your product listing.
Enter your own list of keywords manually.
For each keyword, you’ll need to choose a match type:
Broad Match – Shows your ad for related searches.
Phrase Match – Shows your ad when the search includes your keyword in order.
Exact Match – Shows your ad only for the exact keyword.
Step 6: Click Save and Finish. You should receive a confirmation message. Campaigns usually start showing in search within about an hour.
Running PPC campaigns can take a lot of time and constant attention. At Enso Brands, we manage your Amazon ads and provide Amazon store management services so you don’t have to worry about wasted spend or missed opportunities. Contact us today for more information about our services.
Supriyo Khan
Supriyo Khan
Supriyo Khan
Supriyo Khan
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