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How to Launch Your Product on Amazon using PPC (Pay-Per-Click Ads)

So, you want to launch a new product on Amazon, you’ve done your due diligence to assess
the market potential, and you’re ready to set it live. How do you ensure it makes an impact –
and more importantly, generates sales?

Getting your product in front of potential customers can take a long time if you rely on organic
search results.

Pay-per-click (PPC) adverts speed up the process dramatically, and guarantee
that your product will appear on page one when customers are making a relevant search.

If you’re not familiar with this type of advertising, then you might want to start by reading our
PPC basics blog post.

However, if you’re keen to start using PPC to power-charge your product launch, read on…

PPC step 1: get the basics right

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A successful pay-per-click campaign begins way before you create an ad strategy.

It starts with how you list your product. This is because the way you set-up your listing will directly
impact which searches you appear in.

For example, when you create a new product page on your Amazon Seller Central dashboard,
the category you choose is particularly important to your PPC advertising.

This is because you may ask Amazon to run an automatic PPC campaign for you (more on this later), and they’ll use your category to help create a list of what they believe are relevant keywords.

The wrong category can mean you’re spending money driving irrelevant traffic to your product
page, and this is highly unlikely to result in sales.

PPC step 2: Optimize your Amazon product listing

Another big influence on your PPC strategy is the way in which you write your new product
listing.

Absolutely everything – from the URL to the product description – will determine what
search terms you appear under organically, and also contribute towards the keywords you will
use for your pay-per-click strategy.

Here are some things to consider when creating a new product listing:

1. URL

The words in your web address can affect who lands on your product page.

Amazon will automatically pull words from your product description and put them in the middle of your web address – this is what is known as a canonical URL.

Here’s an example:

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You can’t set these keywords directly, but you can help Amazon pick the most helpful
words by optimizing the title of your page. Which brings us onto your….

Although keywords serve an organic search purpose, they also help you to determine which words or phrases you should be picking out for PPC advertising – and if you’re running an automatic PPC campaign, Amazon will choose those words for you from your listing, including what you put in the title.

There’s a 500 word character limit on Amazon page titles, so use it to your advantage; the Amazon website has some useful advice for writing a good title to help you out.

2. Page title

Make the title of your page descriptive. Amazon isn’t like Google, which favors short and snappy page titles.

The more detailed your product page title is on Amazon, the better it will perform, because it gives you an opportunity to include more keywords – this doll is a good example:

Just make sure your title still appeals to humans.

Use an element of copywriting in your product title to encourage buyers to click on your listing.

Amazon titles are longer than Google title tags, so use that to your advantage and create a more detailed title with enough information for someone to make a purchasing decision.

Amazon suggests that you follow a specific formula to create your titles. For example:

Product Type + Brand + Model Name + Model Number + Color

Amazon also suggests that you capitalize the first letter of every word, write numbers in numerals (1 instead of one), spell out measurements as well as the word “and”, only list the size if it is relevant, and only include the color in the product title if the product comes in multiple colors.

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Although keywords serve an organic search purpose, they also help you to determine which words or phrases you should be picking out for PPC advertising – and if you’re running an automatic PPC campaign, Amazon will choose those words for you from your listing, including what you put in the title.

There’s a 500 word character limit on Amazon page titles, so use it to your advantage; the Amazon website has some useful advice for writing a good title to help you out.

3. Product description 

The most important part of your product wording is not the main product description, but the introductory bullet points that appear below the page title, as this is the first thing potential customers will see.

These should be detailed and packed with relevant product keywords to help you formulate a PPC strategy but be careful not to put search over style; it still has to be readable and make potential customers want to purchase your product.

When you’re writing descriptive copy, don’t forget that many shoppers will visit Amazon via their mobile.

Therefore, you may want to keep sentences short and punchy for anyone reading about your product on a small screen.

You are allowed up to five bullet points – use all of them!

Lead with the product’s benefits. Your customer is searching for something that will solve their problem, help their pain or satisfy their desire. Talk about that!

After that, follow up with the product’s unique characteristics and features and list everything that comes with the item. Be brief and only include the most important information.

This is a good example:

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Pro Listing Tip: Always adapt the units of measurement from US measurements to those used in Europe or vice versa (depending on your market). Buyers are not going to waste their time trying to convert inches into centimeters. This can reduce the bounce rate and increase your conversions as in a very competitive niche the buyer will just proceed to the next listing where the listing is using the measurements relevant to them.

For more tips on optimizing your product listing, learn from our blog post on the 10 most common Amazon product launch mistakes – and how to avoid them.

4. Invest in irresistible photos

Photos are your only chance for the first impression. I can not stress how important they are. It is the only thing someone scrolling down sees. Make sure your visuals stand out.

I can go in all the details here, but we already have an article about the Best tips for Amazon product photography, listing absolutely every product shot you need with examples.

Make sure you check that one out before proceeding to the next step.

For more details, check out our video ''Listing Optimization Master Craft formula''.

Couple of final points:

Translation should never be done by Amazon or Google translate - it should always be done by a human being

When optimizing listings - title, bullet points and description shouldn't be just stuffed with keywords - the seller shouldn't sacrifice readability for keywords.

Don't spend too much sentences on the brand - it's good to mention it for brand awareness, but some people dive too deep into it, and forget to speak about the product

PPC step 3: set up your ad campaign

How to launch your product on Amazon using PPC ad manager

The first big decision you’ll make when setting up pay-per-click advertising for a new product launch is whether to run an auto campaign, or manually control your PPC keywords.

There’s no right or wrong answer here, but these are some things to consider:

Advantages of an automatic Amazon PPC campaign

  1. You don’t need to know anything about PPC (but it’s never too late to learn)
  2. It doesn’t take up much of your time (but you can’t control what keywords Amazon’s using)
  3. You can set a maximum budget (but you don’t have control over how that budget is spent)

Advantages of a manual PPC campaign

  1. You can weight spend towards your most profitable keywords – and remove keywords that don’t generate sales
  2. You can focus budget on affordable keywords, so you get more adverts for your money
  3. You learn a new skill! 

The good news is that you don’t have to make this decision right away; you can choose to run an automatic Amazon PPC campaign for a few days, to see what keywords are working – and which aren’t – and then start nurturing the best-performing keywords in a manual campaign.

This approach uses Amazon technology to do the analysis, but then puts you in control when it comes to driving sales.

If you want to set up a manual campaign, it’s quite easy to achieve through your Amazon Seller Central dashboard – just follow these steps:

  1. Select ‘Advertising’ from the navigation bar, then choose ‘Campaign Manager’
  2. Give your campaign a name. Make sure it’s easy to remember, especially if you’re planning to run multiple PPC campaigns
  3. Choose the duration of your campaign, and your budget;
    6 weeks of initial PPC activity should get your product off the ground, and your spend will depend on the profit margin per item sold
  4. Select the ‘manual targeting’ option and then click ‘continue to next step’
  5. Choose a name for the adverts you’ll be creating.
    Make it precise, as you might want to launch a separate set of PPC ads within this campaign at a later date
  6. Select the product you wish to advertise, and set the maximum amount you’re willing to bid per keyword – we’ll talk about bidding in more detail a moment
  7. Choose your keywords. Amazon usually gives you a list of suggestions, which is a good starting point if you don’t have any words or phrases in mind.
    Don’t worry about it being perfect right from the start, as you will be able to refine it as the campaign progresses

If you need more information, there’s a good video on getting started with sponsored products on Amazon’s official YouTube channel for sellers.

PPC step 4: choosing and bidding for keywords

How to Launch Your Product on Amazon using PPC ads

This technically isn’t a separate step, as it’s part of setting up an ad campaign, but it is worth discussing separately – especially if this if your first foray into Amazon PPC advertising. 

There are three types of keywords you can feature in your campaign:

Broad match – you will be included in searches that are related to your keyword, even if it’s not an exact match. For example, if the word is spelled differently, or it’s a closely related search. This can pull in some customers who might not have found your product through a simple error, but it also opens up the floodgates to you being featured in lots of irrelevant searches.

Phrase match – your advert will appear when someone searches with a relevant phrase, including any misspellings or slight variations. This allows you to focus on longer search terms that people might be typing in (we call them long-tail search terms), but there’s still room for error.

Exact match – your PPC advert will only appear if a shopper types in the exact word or phrase you have requested. This may mean you appear in fewer sets of results per day, but you can feel confident that when your ad does appear, it’s relevant and well-targeted, and therefore more likely to generate a sale.


You may want to test exact matches only to begin with, you may want to experiment with all three groups; there is no right or wrong answer.

You can include as many or as few keywords or phrases as you like but bear in mind that if you only include a handful of keywords, Amazon has limited options as to where it can place your adverts based on what people are searching for.

To expand your list, you may want to think beyond the obvious keywords to phrases that are more specific – these are sometimes called secondary keywords.

They might not generate a huge number of searches, but people who do search for these phrases are more likely to purchase, because they know what they want, and your product matches their needs.

Some marketers use the phrase ‘a rising tide lifts all boats’ to describe this effect, as when added together, less common keywords can give your product launch a huge boost.

Fore more information and in-depth knowledge about keyword research and targeting check out this video (featuring Bradley Sutton from with Helium 10) where we discuss keyword hacks that will help you rank your product higher.

When you’ve chosen your initial keywords, you will then need to decide how much you are willing to spend each time someone clicks on your product page as a result of seeing your ad in their search results.

The broader or more popular your keyword, the more each click will cost, because the market is more competitive.

Tip: Be cautious with your budgeting, as you don’t want to get caught up in a bidding war that results in your PPC costs negating any profit you make on sales from your adverts.

PPC step 5: refining your keywords

Getting your pay-per-click adverts live is just the beginning of a successful campaign.

The best product launches happen when sellers keep a close eye on how your keywords are performing, and continually tweak them to concentrate on the words and phrases that are generating the best profit.

Here are some ways in which you can refine your keyword selection as the launch campaign progresses, to ensure you’re attracting relevant shoppers:

If a keyword isn’t working, remove it from your PPC campaign. If you decide to set up an auto campaign on Amazon to run alongside your manual keywords, don’t forget to place a stop on any unprofitable keywords here as well.

Question why certain keywords aren’t performing, and whether you need to change your product listing. If lots of irrelevant keywords are being suggested to you, perhaps your product is categorized incorrectly. It also might indicate there aren’t enough good keywords in your product description for Amazon to draw inspiration from.

Expand the keywords that are working best to include variations on a theme. For instance, if the phrase ‘baby doll’ is working well, you might want to include plastic baby doll, blonde baby doll, baby doll for girls, first baby doll and so forth. Remember the ‘rising tide lifts all boats’ mentality.

Weight your ad spend towards profitable key words. You’ll be charged every time a potential customer clicks on your product page, but obviously you’ll only make money if they then purchase that item. The more people who buy it, the better your Advertising Cost of Sales (ACoS), as Amazon describes it. Concentrate the majority of your spend on keywords with a good ACoS, and reserve a smaller proportion for experimenting with new keywords.

Many Amazon sellers find the idea of launching and refining their PPC strategy daunting when launching a new product, but don’t want to rely on automatic campaigns to make an impact.

This is where the right technology can help to deliver strong initial sales.

JudoPPC (an AI powered Amazon PPC tool) takes the pain out of product launch PPC, by working alongside merchants to improve campaign performance.

We will use advanced techniques to analyze which keywords are working, focusing on the words and phrases that work well, and identifying any issues that are stopping other keywords from generating results. 

With our support, you can generate better PPC results for less effort, rectify weaknesses with your product listings that will also boost your organic search results, and ensure your new product is being seen by the right potential customers as soon as it launches.

Join the waiting list for JudoPPC and use our PPC technology to enhance your next product launch.

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