Amazon PPC (pay-per-click) advertising is how new products get visibility. Without it, your listing sits on page 47 where nobody will ever find it.
The problem: most new sellers either spend too little (and wonder why they get no sales) or spend too much (and wonder where their profit went). Here's the framework that works.
The 3 campaign types you need at launch:
1. Auto Campaign (let Amazon figure it out)
Start here. Set a $15-$20/day budget. Amazon will show your ad for searches it thinks are relevant. Run this for 2 weeks to gather data on which keywords actually convert.
2. Manual Exact Match (your proven winners)
After 2 weeks, pull your auto campaign search term report. Find the keywords that got sales (not just clicks). Move those into a manual exact match campaign. This is where your real profit comes from.
3. Manual Broad Match (discovery)
Take your best keywords and run them as broad match to find related terms you haven't thought of. Lower budget, $5-$10/day.
The budget rule: plan to spend 25-30% of revenue on PPC for the first 60 days. After that, you should be able to taper down to 10-15% as your organic ranking improves. If you can't get below 20% after 90 days, the product might not be viable.
The mistake that drains new sellers: never checking your search term report. Amazon will happily spend your money on irrelevant searches. Review your search terms weekly and add negatives for anything that's getting clicks but no sales.
We put together a complete PPC launch guide with bid strategies, budget templates, and optimization timelines.
Tomorrow: Helium 10 vs Jungle Scout. We break down which one is worth your money.
Let's build,
The BagEngine Team
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