Amazon PPC 101: A Quick and Easy Guide to Amazon PPC

Amazon PPC ads

If you’re a beginner seller on Amazon, you’re probably wondering how to advertise your products on Amazon. If you’re a seasoned seller, you might be looking for a way to stand out on Amazon. Regardless of where you are, the solution is Amazon PPC ads.

So, how exactly does Amazon PPC advertising work?

The easiest explanation goes like this: Amazon sellers bid on keywords. The seller with the highest bid and best ad quality wins the keyword. When a buyer searches that certain keyword, the seller who won the keyword will appear on the search results page.

However, Amazon advertising is more than just that. In fact, Amazon ads come in three types: Sponsored Products, Headline Search Ads and Product Display Ads.

Sponsored Product Ads

This is the best example of Amazon PPC advertising. Sponsored Product Ads show up in several places around the Amazon website, and are often displayed in search results. You may confuse them with regular product listings. What set these ads apart is that there is a gray “sponsored” label at the top of the item’s title. Sponsored Product Ads also appear on the side bar, in the middle of the page, and on other’s product detail pages.

With Sponsored Product Ads, you only pay when a customer clicks on your ads. If you’re familiar already with Google PPC advertising, working your way through this type of Amazon advertising comes easy. Once a customer clicks on your ad, they’ll be directed to your product details page where they can buy the product from you. The product detail page appears just like any other non-sponsored page.

Advantages of Sponsored Product Ads

  • Top Ranking – helps you gain a higher rank for your products on Amazon.
  • Wider Reach – allows you to reach your target buyers, not just viewers.
  • More Exposure – puts your ads in several places on the webpage.
  • Pay for Clicks – pay only when a user clicks on your ad.

Headline Search Ads

Headline Search Ads work best for brand owners who want to showcase their brand and product portfolio. Also called banner ads, you’ll find these ads on top of the search results page with some ad copy.

Similar to Sponsored Product Ads, Headline Search Ads are targeted by keywords and operate on a cost-per-click basis. Once a customer clicks on the ad, they’re directed on a certain page, which could be your product detail page or to your Amazon store.

Advantages of Headline Search Ads

  • Improve Brand Awareness – since these ads stretch across the entire top of the search results page, they are an effective tool for improving brand awareness.
  • Feature Multiple Products – allows you to advertise multiple products at once.
  • Ad Customization – allows you to customize your headlines and copy, as well as choose the images you like.

Product Display Ads

These ads work a little bit differently than the previous ad types. They aren’t targeted with keywords, instead they require you to pick relevant product pages where you want your ad to show up, including your competitor’s page.

Product Display ads also allow you to target your ad based on your customers’ interest or specific products. You can see these ads below your product’s “add to cart” button.

Advantages of Product Display Ads

  • Boost Visibility – by linking your individual products to your product detail page or to your competitor’s, you improve your products’ visibility
  • Improve Sales – since the ads are displayed under your product’s “add to cart” button, you influence your customer’s decision-making process up to the last minute.
  • Ad Customization – allows you to customize your headlines and copy, as well as choose the images you like.
  • Wider Reach – reach a broader audience by targeting ads based on their shopping interests and behavior.

Final Thoughts

When done effectively, Amazon PPC advertising could take your marketing to greater heights, help you target your intended audience, and increase your profits. It would be best to use third-party tools with PPC analytics to help you maximize your ads’ potential.

At SellerMobile we provide PPC analysis tool to take your Amazon business to higher ranks and reach your target audience with highly optimized ad campaigns – giving you boost in sales as a result. Sign up for our 30-day free trial.

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