How to Win with Amazon PPC in 2025

1. Focus on high-intent keywords and refine match types

Winning with Amazon PPC in 2025 starts with targeting the right keywords—specifically, high-intent keywords that attract buyers who are ready to purchase. Unlike broad or generic keywords, high-intent keywords signal a strong buying interest, which leads to better conversion rates and lower wasted ad spending.

How to find high-intent keywords

• Use long-tail keywords (e.g., “wireless noise-canceling earbuds” instead of just “earbuds”).
• Analyze search term reports to identify converting keywords.
• Focus on branded and competitor keywords strategically.
• Include product-specific keywords that highlight key features.

Refining match types for better control

Choosing the right match type is crucial for maximizing efficiency:

• Exact match – Best for high-intent traffic; targets searches that closely match your keyword.
• Phrase match – Helps capture relevant variations while maintaining some control.
• Broad match – Expands reach but requires negative keywords to filter out irrelevant clicks.

Pro tip

Use exact match for converting keywords, phrase match for discovery, and broad match with strict negatives to avoid irrelevant traffic. A well-structured mix of match types ensures maximum visibility while keeping ACoS under control.

2. Optimize for top-of-search placements strategically

Top-of-search placements are the premium real estate of Amazon PPC, where ads appear at the very top of search results. These spots get the highest visibility, leading to better click-through rates and potentially higher conversions. However, they can also be costly if not managed properly. Here’s how to strategically optimize for these placements:

Why focus on top-of-search placements

• Higher visibility – Ads are the first thing shoppers see, increasing the chances of clicks.
• Better conversion rates – Shoppers are more likely to buy from top-of-search results.
• Brand authority – Consistently appearing at the top can build brand trust.

Strategies for optimizing top-of-search bids

• Bid adjustments – Increase bids for top-of-search placements only if your ACoS is within a profitable range.
• Dayparting – Allocate higher bids during peak shopping hours when competition is high.
• A/B testing – Experiment with different bid percentages to find the sweet spot for cost-effectiveness.
• Use data-driven insights – Monitor performance metrics regularly to adjust bids based on conversion data.

Pro tip

Start with a small bid adjustment, like 10-20%, and gradually increase based on performance. Avoid aggressive bidding without data support, as it can quickly eat into your budget.

3. Leverage AI-driven bidding and automation tools

Managing Amazon PPC manually can be time-consuming and inefficient, especially with changing competition and fluctuating ad costs. AI-driven bidding and automation tools help optimize bids in real-time, ensuring your ads stay competitive while maintaining profitability.

Why use AI-driven bidding?

• Real-time adjustments – AI analyzes bidding patterns and adjusts bids based on competition, conversion likelihood, and budget constraints.
• Better efficiency – Reduces wasted spend by lowering bids for low-converting clicks and increasing bids when conversion chances are high.
• Time-saving automation – Eliminates the need for constant manual bid adjustments.

Best ways to leverage AI for PPC success

• Use Amazon’s dynamic bidding options – “Up and down” bidding lets Amazon adjust bids based on conversion probability.
• Try third-party AI tools – Platforms like Perpetua, Helium 10 Adtomic, and Pacvue optimize bids and automate campaign management.
• Set automation rules – Use rules like “reduce bids if ACoS exceeds X%” or “increase bids for keywords with high conversions.”
• Monitor and adjust – AI tools are powerful, but human oversight ensures they align with your business goals.

Pro tip

Start with small AI-driven bid adjustments and gradually increase automation as you gather performance data. AI can enhance efficiency and profitability, but it should complement, not replace, strategic decision-making.

4. Use audience targeting for more precise ad reach

Amazon PPC is no longer just about targeting keywords—it’s about reaching the right audience at the right time. With audience targeting, you can show your ads to shoppers based on their interests, shopping behavior, and engagement history, leading to higher conversions and lower wasted ad spend.

Why audience targeting matters

• More precise ad reach – Targets shoppers who are already interested in similar products.
• Higher conversion rates – Ads are shown to buyers with proven purchase intent.
• Competitive advantage – Helps sellers reach potential customers before they search for competitors.

Ways to leverage audience targeting in Amazon PPC

• Sponsored display audience targeting – Target shoppers who have viewed your product, similar products, or competitor listings.
• Retargeting campaigns – Re-engage visitors who have interacted with your listing but didn’t purchase.
• Lifestyle and interest-based targeting – Show ads to shoppers with relevant interests (e.g., fitness enthusiasts for gym gear).
• Lookalike audiences – Expand reach by targeting shoppers with similar buying behavior to your existing customers.

Pro tip

Combine audience targeting with keyword-based campaigns for a well-rounded approach. This strategy ensures you’re capturing both active searchers and potential buyers who need an extra push before purchasing.

5. Improve product listing quality to boost ad conversions

Even the best Amazon PPC strategy won’t work if your product listing is weak. Your ad can bring traffic, but only a well-optimized listing can convert that traffic into sales. A high-quality listing ensures that shoppers find the information they need quickly and feel confident making a purchase.

Why listing quality matters

• Better conversion rates – A well-optimized listing turns more clicks into sales, improving ACoS.
• Higher ad relevance – Amazon favors listings with strong engagement and rewards them with better ad placements.
• Improved organic rankings – High-performing ads lead to more sales, which boosts organic visibility.

How to optimize your product listing for better PPC results

• Write a clear, engaging title – Use relevant keywords naturally while making it easy to read.
• Craft compelling bullet points – Highlight key benefits, not just features, to persuade buyers.
• Use high-quality images and videos – Show different angles, lifestyle shots, and product details.
• Enhance with Amazon A+ Content design – Use enhanced brand content to build trust and answer customer questions visually.
• Optimize backend keywords – Ensure hidden keywords cover additional search terms without keyword stuffing.

Pro tip

Run A/B tests on titles, images, and bullet points to see what resonates most with shoppers. A strong product listing leads to better PPC performance, reducing wasted ad spend and maximizing sales.

6. Structure campaigns for better budget allocation and control

A well-structured Amazon PPC campaign ensures better performance, lower wasted spend, and higher profitability. Poor campaign organization can lead to budget mismanagement, keyword cannibalization, and inefficient bidding. By setting up a clear structure, you can optimize budget distribution and get the most out of Amazon advertising services.

Why campaign structure matters

• Prevents budget waste – Ensures funds are allocated to high-performing ads.
• Improves bidding efficiency – Helps control costs and avoid overspending on low-converting keywords.
• Enhances performance tracking – Makes it easier to analyze and optimize specific ad groups.

Best ways to structure Amazon PPC campaigns

• Segment by match type – Create separate campaigns for exact, phrase, and broad match keywords to control spending.
• Use product-level targeting – Group similar products together to avoid competition between your own listings.
• Separate branded and non-branded keywords – Branded campaigns protect your brand, while non-branded campaigns focus on new customer acquisition.
• Allocate budget strategically – Assign more budget to high-performing campaigns and adjust based on performance data.
• Utilize portfolios – Organize campaigns by category or goal for easier budget control and reporting.

Pro tip

Regularly review your campaign structure to ensure that Amazon advertising services are working efficiently. A well-structured PPC setup improves budget allocation, enhances ad performance, and drives higher sales at a lower ACoS.

7. Monitor search term reports and eliminate wasted spend

One of the biggest mistakes sellers make in Amazon PPC is not regularly checking search term reports. These reports show exactly what shoppers are searching for before clicking on your ad, helping you identify profitable keywords and eliminate irrelevant or costly searches that drain your budget.

Why monitoring search term reports is essential

• Reduces wasted ad spend – Helps you identify keywords that get clicks but don’t convert.
• Finds new profitable keywords – Discover search terms that are generating sales and add them to your campaigns.
• Improves keyword targeting – Helps refine match types and optimize bidding for better performance.

How to use search term reports effectively

• Identify high-performing keywords – Increase bids on search terms that generate sales at a profitable ACoS.
• Find and add negative keywords – Block irrelevant searches that lead to wasted clicks and no sales.
• Analyze trends and seasonal shifts – Adjust bids based on search trends to maximize conversions.
• Optimize match types – If a broad match term is converting well, move it to an exact match campaign for better control.

Pro tip

Review search term reports weekly to ensure your ad budget is being spent efficiently. Eliminating wasted spend means lower ACoS, higher ROAS, and more profitable Amazon PPC campaigns.

8. Utilize Sponsored Display ads to expand brand visibility

Amazon PPC isn’t just about search ads—Sponsored Display ads offer a powerful way to reach more shoppers, retarget interested buyers, and boost brand awareness beyond traditional keyword targeting. By leveraging this ad type, sellers can expand their presence across Amazon and even external websites.

Why Sponsored Display Ads Matter

• Retargets potential buyers – Re-engages shoppers who viewed your product but didn’t purchase.
• Expands ad reach – Displays your ads on competitor listings, customer review pages, and beyond Amazon.
• Boosts brand recognition – Helps increase exposure to new audiences and build long-term visibility.

Best ways to use Sponsored Display ads effectively

• Target product viewers – Show ads to shoppers who visited your product pages but didn’t buy.
• Use competitor targeting – Place ads on similar or competing product listings to capture new customers.
• Leverage audience targeting – Reach shoppers based on their shopping behavior and interests.
• Optimize ad creatives – Use eye-catching images, strong CTAs, and relevant messaging to increase engagement.

Pro tip

For maximum impact, Amazon advertising specialists recommend combining Sponsored Display with Sponsored Products and Sponsored Brands. This multi-ad approach increases visibility, strengthens brand recall, and drives more conversions.

9. Test different ad creatives and A+ Content for better engagement

Winning with Amazon PPC isn’t just about bidding—it’s about how well your ads and product pages capture shopper attention and drive conversions. Testing different ad creatives and optimizing A+ Content can significantly improve engagement, reduce wasted ad spend, and boost your overall return on investment.

Why ad creatives and A+ Content matter

• Higher engagement – Visually appealing ads attract more clicks.
• Improved conversion rates – Strong product pages reduce bounce rates and abandoned carts.
• Better brand trust – Enhanced content builds credibility and persuades hesitant buyers.

How to improve ad creatives and A+ Content

• Test different main images – Try lifestyle shots, Amazon infographic images, or zoomed-in product details.
• Optimize video ads – Short, engaging videos can increase click-through and conversion rates.
• Refine A+ Content – Use high-quality visuals, comparison charts, and benefit-driven descriptions.
• A/B test ad copy – Experiment with different headlines and CTA phrases to see what resonates with shoppers.

Pro tip

Track performance metrics like CTR, conversion rate, and time spent on product pages to see what works best. Constant testing and refinement lead to better engagement, stronger PPC performance, and increased sales.

10. Hire Amazon product ads management experts

Managing Amazon PPC campaigns effectively requires constant optimization, strategic bidding, and data-driven decisions. While automation and AI tools help, hiring Amazon product ads management experts can take your campaigns to the next level by ensuring your ad spend is maximized for the best possible results.

Why work with Amazon PPC experts?

• Deep industry knowledge – Experts stay updated with the latest Amazon ad trends, policies, and strategies.
• Better budget management – Ensures your ad spend is allocated efficiently to maximize ROI.
• Advanced optimization techniques – Uses data analysis, competitor research, and keyword refinement for higher conversions.
• Time-saving and scalable – Lets you focus on growing your business while professionals handle PPC.