Amazon Advertising Strategies: How to Elevate Your Sales Performance

by | Oct 4, 2023 | Amazon Advertising Agency

Amazon PPC (Pay-Per-Click) advertising is an essential component of any e-commerce brand’s strategy. Properly optimizing PPC campaigns can increase product visibility, website traffic, and sales. However, intense competition and the unique nature of Amazon advertising present challenges for sellers.

Amazon PPC allows sellers to bid on keywords so their products appear in search results. Setting up a successful campaign requires in-depth research, constant monitoring, and testing. With the right strategies, sellers can improve their return on ad spend (ROAS), lower advertising costs, and maximize sales. 

We will explore different strategies to outperform rivals on Amazon’s advertising platform.

Key Takeaways

  • Start with specific long-tail keywords and transition to more generic ones as your brand grows.
  • Optimize your product rankings through strategic bidding and budget allocation.
  • Adjust bids based on ad placements to maximize conversion rates and ROI.
  • Group product variations together for better visibility and efficiency.
  • Focus on your top-performing variation to drive overall sales

Begin with Specific Keywords and Ascend

Strategy #1: Begin with Specific Keywords and Ascend

Starting the PPC journey with long-tail keywords can be a strategic approach. Long-tail keywords are more specific and have lower competition, allowing brands to target a niche audience. As the brand gains recognition and builds a strong presence, transitioning to more generic keywords can help expand reach and target a broader audience.

Long-tail keywords have a higher conversion rate compared to generic keywords. They also tend to have lower cost-per-click (CPC) rates, making them a cost-effective choice for advertisers.

For example, a brand selling organic skincare products may start with long-tail keywords like “organic lavender face cream” or “natural anti-aging serum.” As the brand gains recognition, they can transition to more generic keywords like “organic skincare products” or “natural beauty products.”

Strategy #2: Rank Optimization via Amazon PPC

Rank optimization is crucial for improving product visibility on Amazon. According to a study, optimizing PPC campaigns can lead to a 54% increase in sales rank for products on Amazon. This strategy helps advertisers strategically allocate their budget and resources to maximize their product rankings.

By varying bids and budgets across campaigns, advertisers can allocate more resources to top-ranking products to maintain their position and drive more sales. Mid-ranking products can receive moderate bids to improve their rankings, while low-ranking products can be given higher bids to boost their visibility.

Strategy #2: Rank Optimization via Amazon PPC for amazon advertising strategy

Strategy #3: Bid Adjustment Based on Ad Placements

Amazon provides bid adjustment features for different ad placements, such as top of search (first page), rest of search (subsequent pages), and product detail pages. Based to a study by Sellics, adjusting bids based on ad placements can lead to a 30% increase in sales and a 20% decrease in ACoS (Advertising Cost of Sales). This strategy allows advertisers to optimize their bids for superior conversion rates and maximize their return on investment.

For example, if an advertiser notices that their ads on the top of search results have a higher conversion rate, they can increase their bids for that placement to ensure better visibility. On the other hand, if ads on product detail pages are not performing well, bids can be adjusted accordingly.

amazon advertising strategy

Strategy #4: Group Variations for Better Visibility

Grouping product variations together can enhance visibility and improve budget efficiency. This can lead to a 10-20% increase in click-through rates (CTR) and a 5-10% decrease in ACoS. By creating ad groups that include different variations of a product, advertisers can consolidate their efforts and target a wider range of customers.

For example, a clothing brand selling t-shirts in various colors and sizes can create an ad group that includes all the variations. This allows them to showcase the different options to potential customers and increase the chances of conversions.

Strategy #5: Focus on Your Top Variation for amazon advertising strategy

Strategy #5: Focus on Your Top Variation

If grouping variations isn’t viable or practical, advertisers can concentrate their PPC efforts on the top-performing variation. According to a case study, focusing on the top-performing variation can lead to a 30% increase in overall sales. By focusing resources on the variation that generates the most sales or has the highest demand, advertisers can indirectly drive sales to other variations as well.

For example, if a brand sells different flavors of protein bars and one flavor consistently outperforms the others, they can allocate more budget and bid higher for that specific flavor. This increased visibility and sales for the top variation can create a halo effect, leading to increased sales for other variations as well.

Strategy #6: Target Alternative Keywords

Targeting indirect or solution-oriented keywords can be a valuable strategy to reach a broader audience. These keywords may not directly mention the product or brand but are related to the problem or need that the product solves.

According to Google, 15% of searches on their platform are completely new and have never been searched before. By targeting alternative keywords, advertisers can tap into these new search queries and expand their reach.

For example, a brand selling noise-canceling headphones can target keywords like “peaceful sleep” or “concentration at work” to capture the attention of potential customers who may not be actively searching for headphones but are looking for solutions to their noise-related issues.

Strategy #7: Group Similarly-Priced Products in a Single Ad Group for amazon advertising strategy

Strategy #7: Group Similarly-Priced Products in a Single Ad Group

Grouping similarly-priced products together in a single ad group can help manage Advertising Cost of Sales (ACoS) effectively. A study by Ad Badger states that grouping similarly-priced products together can lead to a 20-30% decrease in ACoS. By grouping products with similar price ranges, advertisers can allocate their budget more efficiently and ensure that their ads are shown to the right audience.

For example, a brand selling smartphones can create an ad group for mid-range smartphones and another ad group for high-end smartphones. This allows them to set different bids and budgets for each group based on their profitability and target audience.

Strategy #8: Campaign Structuring Based on Product Performance

Instead of structuring campaigns based on keywords, advertisers can create ad campaigns based on product performance. This approach allows advertisers to gain a clearer insight into the effectiveness of each product and make data-driven decisions.

Structuring campaigns based on product performance can lead to a 30% increase in sales and a 20% decrease in ACoS based on a study by SellerApp. This strategy helps advertisers focus their efforts on the products that have the highest potential for success.

For example, a brand selling kitchen appliances can create separate campaigns for blenders, coffee makers, and toasters. By analyzing the performance metrics of each campaign, advertisers can identify which products are driving the most sales and adjust their strategies accordingly.

amazon advertising strategy

Strategy #9: Utilize Product Targeting Ads for Your Own Products

Targeting your own products through product targeting ads can amplify exposure and increase sales. Utilizing product targeting ads can lead to a 50% increase in impressions and a 30% increase in click-through rates. Advertisers can showcase their products on competitor listings or related product detail pages by using product targeting ads.

For example, a brand selling running shoes can target their own products on the listings of competitor running shoe brands or on pages related to running gear. This allows them to capture the attention of potential customers who are already interested in similar products.

Strategy #10: Capitalize on Competitors’ Google Ads

Targeting products that appear in competitors’ Google Ads can provide augmented visibility for your own brand. By identifying the products that competitors are advertising on Google, advertisers can strategically target those same products on Amazon.

For example, if a competitor is running Google Ads for their new smartphone model, an advertiser selling a similar smartphone can target that specific model on Amazon. This allows them to intercept potential customers who are actively searching for that product.

Strategy #11: Decode Your Audience’s Buying Behavior

Understanding the target audience’s buying behavior is crucial for optimal ad timing. By analyzing data and experimenting with different campaign timings, advertisers can discover the most effective schedule to reach their audience.

Optimizing ad timing based on audience behavior can lead to a 50% increase in CTR and a 30% decrease in CPC. This strategy helps advertisers align their campaigns with the most opportune moments to engage with their target audience.

Strategy #12: Experimentation with Match Types and Bid Amounts

Encouraging experimentation with various match types and bid amounts is essential to discover the optimal settings for PPC campaigns. According to Google, advertisers who experiment with different match types and bid amounts see an average increase of 26% in clicks and a decrease of 14% in CPC. This strategy allows advertisers to continuously optimize their campaigns based on real-time data and improve overall performance.

For example, an advertiser selling outdoor gear can experiment with broad match keywords to capture a wider range of search queries. They can also test different bid amounts to determine the optimal balance between visibility and cost.


Mastering Amazon PPC requires rigorous testing, tracking, and ongoing optimization. While intense competition and constant changes make it challenging, implementing the right strategies can provide immense rewards.

The possibilities for innovation are endless. Combine these proven strategies with your own creative thinking and vision. Let data, not assumptions, drive your decisions. With consistent effort and commitment to excellence, your brand can realize its maximum potential on Amazon. The rise to the top awaits.

Unlock Unparalleled Growth with FosterFBA, your Expert Amazon Advertising Agency! Dive deep into data-driven strategies tailored just for you and leave your competitors in the dust. Click below for your FREE audit and start scaling profitably today!

Let me know if you have any questions about your Ads Strategy. Happy to do a free audit & strategy session of your entire Ad strategy. 


Vijay FosterFBA CEO/ Founder

Vijay Jacob

Founder, FosterFBA

Helping 7-8 Figure Amazon Sellers grow profitably with their Amazon Advertising


P.S: If you are making over $10K/month and want to take your PPC sales to the next level. We’re offering  “done-for-you” Amazon PPC management & consulting services that does just that. You can schedule a free strategy session and audit of your ads to see if we’re a good fit:


What Are Some Effective Amazon PPC Hacks?

Amazon PPC (Pay-Per-Click) advertising can be optimized through various hacks. Some effective hacks include utilizing long-tail keywords initially, adjusting bids based on ad placements, grouping product variations together, and targeting alternative keywords. These strategies can help improve visibility, reduce ACoS (Advertising Cost of Sale), and enhance overall campaign performance

How Can I Improve My Amazon PPC Campaign?

Improving an Amazon PPC campaign involves a mix of keyword optimization, bid adjustments, and performance analysis. Start with a well-researched set of keywords, monitor the campaign’s performance metrics, and make necessary bid adjustments to stay competitive. Additionally, experimenting with different match types, targeting strategies, and ad placements can provide insights for further optimization.

What Is the Importance of Keyword Research in Amazon PPC?

Keyword research is crucial in Amazon PPC as it helps in targeting the right audience. By understanding and utilizing relevant, high-search-volume keywords, advertisers can improve ad visibility, click-through rates, and ultimately, sales. Moreover, keyword research helps in discovering long-tail keywords which often have lower competition and can be beneficial for new or less competitive products.

How Does Amazon PPC Work?

Amazon PPC is a platform that allows sellers and vendors to advertise their products on Amazon. Advertisers bid on keywords, and when a user searches for those keywords, the ads may appear in the search results or product pages. Advertisers are charged a fee only when a user clicks on their ad. The goal is to convert the click into a sale, and effective PPC strategies help in optimizing the cost per click and achieving a better return on ad spend.