Optimize Your Amazon Advertising Strategy With 3 PPC Types

Feb 07, 20236 min read Nick Heethuis

For sellers on Amazon, advertising can make all the difference in reaching and converting potential customers. The key to success in Amazon advertising lies in selecting and utilizing the right Pay-Per-Click (PPC) ad type for your products and target audience. Each ad type has a unique set of targeting methods and bidding processes, making it essential to understand the different options and develop a dedicated strategy.

Sponsored Products

Sponsored Products are a type of Amazon PPC that allows sellers to increase their product sales by showing their items to shoppers when they search for relevant products. Sponsored Products ads display at the top of search results, alongside, and within search results. Sponsored Product ads also appear directly on product detail pages. Sponsored Products ads are often “disguised” as organic search results. Sellers pay a fee to Amazon each time a shopper clicks the ad.

Sponsored products are an effective way to reach customers in the lower stages of the shopping funnel, and they are more likely to make a purchase. They are also ideal for promoting new products just starting to rank in the organic search results. In addition to ad placements, Amazon PPC offers several targeting options, including keyword targeting, product ASIN matching, and remarketing to audiences who have visited your Amazon listings.

Amazon Sponsored Product Ads


To make the most of your sponsored product campaigns, it’s essential to identify and target the most profitable keywords and ASINs. You can use tools like Helium10 or JungleScout to find the best keywords to target and then create a campaign for each product and set bids. 

Bidding on keywords can be challenging, especially when managing many SKUs, but this can be made easier with automated bid optimization tools. Several good keyword bidding tools are available, all with unique strengths and weaknesses.

Sponsored Brands

Amazon Sponsored Brands are a great way to expand your brand presence on the platform and build brand awareness. These ads include ad copy and a unique logo, allowing customers to click and visit your storefront, brand page, or landing page on the Amazon platform. By targeting specific shopper search queries, you can reach new customers and divert them away from competitor listings.

To maximize the effectiveness of your sponsored brand ad campaign, it’s essential to use data to determine your investment strategy. For example, you should consider new-to-brand metrics, which measure the cost of acquiring a customer who has never purchased from your brand. It’s also a good idea to regularly check your relative performance on your sponsored brand campaigns, tracking metrics such as clicks, spending, sales, and advertising cost of sales (ACoS) in the reports available on your Amazon Ad Manager.

Amazon Sponsored Brand Ad


Another way to measure the success of your sponsored brand campaigns is by analyzing your Sponsored Brand ad Search Term Reports. These reports provide new-to-brand metrics that help identify shopper searches that drive first-time purchases. Additionally, tracking your Sponsored Product ad placements can give insight into where you can improve reach and conversion rates, enabling you to understand which ad types are working for you and where to focus your efforts in the future.

To create a successful sponsored brand ad, you need to understand how to use keyword bidding to target shoppers. You can choose from broad, phrase, and exact keywords and should select keywords that are relevant to your product, brand, or category. You can opt for automatic bidding by Amazon or set up manual bidding, giving control to your marketing team or advertising agency. Additionally, you can adjust your sponsored brand ad bidding by placement, allowing you to lower bids for mobile app placements or raise them for desktop search results.

Video Ads

Video ads on Amazon allow you to showcase your products engagingly and creatively, making it easier for customers to understand the benefits of your products. You can capture the customer’s attention with video ads and create a lasting impression.

To create an effective video ad, you need to remember the target audience, your budget, and the type of video you want to create. For example, you can create a product demonstration video or an animated video that showcases the features of your product.

Amazon Video Ad


To ensure that your video ad reaches the right audience, you need to target your video ad to the correct customer demographic and choose keywords and ASINs that match your product offerings.

You can use Amazon’s targeting options, such as demographic and interest targeting, to reach a specific audience. You can also use customer segments, such as shopper behavior, to target your video ad to particular customers.

Once you’ve created your video ad and set up your targeting, you need to set your bid for the ad. You can choose to bid manually or use Amazon’s automatic bidding system.

Amazon’s video ads offer detailed performance reporting that allows you to track the success of your video ad campaign. You can see the number of impressions, clicks, and conversions your ad received and the cost per click and conversion.

By analyzing this data, you can make informed decisions about your video ad strategy, such as adjusting your bid, targeting, or even creating a new ad.


In conclusion, Amazon offers various advertising options to reach your target audience and promote your products. Each ad type requires a different approach and strategy. Still, by utilizing the right combination of ad types, targeting methods, and bids, you can maximize your return on investment and drive sales for your business.

Whether you’re a new or existing seller looking to increase sales, you must understand the different Amazon PPC ad types and how to use them to your advantage. With a bit of research and a well-crafted strategy, you can reach your target audience, promote your products, and drive sales for your business.



At TripleShot, we provide expert assistance in launching, growing, and scaling brands on Amazon. Both established and emerging brands benefit from our services.


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