Amazon PPC Secrets Unlocked: Your FAQ Guide to Cutting ACoS and Boosting Sales

1. How much should I spend on Amazon PPC per product?

The amount you should spend on Amazon PPC per product depends on your profit margins, sales goals, and the competitiveness of your niche. You can allocate a flat daily budget for testing, such as £25–£50 per day per campaign. 

If you’re launching a new product in the UK, start with a £30 per day budget for your Amazon Sponsored Products campaign. This allows you to test different keywords and targeting options without committing too much upfront. 

Once you gather enough data on which keywords are driving conversions, you can adjust your bids or increase the budget for high-performing campaigns. This approach helps UK sellers optimise their PPC spend, improve ad performance, and cost-effectively maximise ROI.

2. How do I set up and optimise my Sponsored Product campaigns?

• Select products: Choose the high-performing products you want to promote.
• Choose targeting: Start with automatic targeting to gather data, then shift to manual targeting for more control over keywords and bids.
• Keyword selection: Use relevant keywords based on your product and industry. Start with broad, phrase, and exact match types.
• Set a daily budget: Begin with a budget that aligns with your sales goals, adjusting as necessary.
• Check regularly: Monitor ACoS, click-through rate (CTR), and conversion rates. Pause underperforming keywords and adjust bids based on performance.
• Refine with negative keywords: Exclude irrelevant search terms to reduce wasted spend.

3. Should I use automatic or manual targeting campaigns?

Start with automatic targeting to gather data and understand which keywords and products perform best. It’s an easy way to get initial insights and reach a broad audience. Once you have enough data, transition to manual targeting for more control. 

With manual campaigns, you can choose specific keywords (broad, phrase, exact match) and adjust bids based on performance. This allows you to optimise for higher conversion rates and lower ACoS.

Best approach: Use automatic targeting for data collection and then scale with manual targeting for precision and better control over your bids and keywords. Combining both targeting types improves your Amazon product ranking. 

4. Why are my ads getting clicks but not conversions?

• Poor product listing: Check if your product title, description, and images are clear, compelling, and relevant to the search query. A weak listing can lead to clicks but no purchases.
• Price mismatch: If your price is too high compared to competitors, even with clicks, customers may not convert.
• Irrelevant targeting: Your keywords or targeting might be attracting the wrong audience. Review your search term report and adjust keywords.
• Unoptimised landing page: Ensure your product page is optimised for mobile and has good reviews, as poor Amazon listing optimisation can turn potential buyers away.
• Shipping or fulfilment issues: Long shipping times or high shipping costs can also lower conversions.

5. What tools or software can automate Amazon PPC management?

To automate Amazon PPC management, tools can streamline your workflow. BidBison, a powerful PPC research tool, offers smarter keyword insights, automated campaign management, and real-time adjustments to enhance your ad performance.

It helps with campaign creation and management, keyword research and suggestions, and bid management and optimisation. You can also manage your budget efficiently and track performance through detailed analytics. With BidBison, you get more results with less effort, allowing you to focus on scaling your business. 

6. How do I fix high ACoS after product launch campaigns?

To reduce high ACoS after an Amazon product launch, start by focusing on keyword performance. Pause keywords that are driving clicks but not conversions. Shift to manual targeting for more control, using only high-converting keywords. 

Add negative keywords to filter out irrelevant traffic. Next, review your product listing, optimise your title, images, and descriptions to improve organic ranking on Amazon. Adjust bids: lower bids for high ACoS keywords and increase bids on the ones that perform well.

If your product is new, be patient, as sales history plays a big role in PPC performance. Using an Amazon product launch service like eStore Factory can help you get started by improving your listings, running targeted ads, and boosting early sales.

7. What are the key performance indicators (KPIs) I should track for my PPC campaigns?

• ACoS (Advertising Cost of Sale): Measures the efficiency of your ad spend. Lower ACoS means more profit.
• CTR (Click-Through Rate): Indicates how compelling your ads are. A high CTR means your ads are engaging.
• Conversion rate: Shows how effective your product listings are in turning clicks into sales.
• Impressions: Measures the visibility of your ads. More impressions can lead to more potential sales.
• CPC (Cost per Click): Tracks how much you’re paying for each click. Lower CPC can lead to better ROI.
• RoAS (Return on Ad Spend): Measures how much revenue you’re generating for every pound spent on ads.

8. Can PPC ads help improve my organic search ranking?

Yes, PPC ads can indirectly help improve your product‘s organic search ranking. When your Amazon Ads UK drives traffic to your listing, it increases sales velocity and visibility, which Amazon’s algorithm may interpret as a sign of relevancy and quality. 

This can lead to a boost in organic ranking over time. However, PPC alone won’t guarantee a higher organic rank. To maximise the impact, focus on converting the traffic your ads bring. Ensure your product listing optimisation with strong keywords, high-quality images, and compelling content to improve conversion rates.

9. How do Amazon ads differ for the UK vs. the US marketplaces — do I need a separate strategy?

Yes

10. Is it worth hiring a UK-based Amazon PPC agency instead of managing ads myself?​

Yes, managing ads yourself can be time-consuming and complex, requiring constant adjustments and expertise. eStore Factory, an Amazon PPC management company, brings specialised knowledge in the UK market, helping to tailor campaigns to local consumer behaviour. 

By using our best PPC software, we help reduce ACoS, improve conversion rates, and maximise ROI. Outsourcing PPC management frees up time for you to focus on other areas of your business, while our team ensures your ads are consistently optimised for better performance and lower costs.

11. Where can I find experts to manage Amazon PPC for my products?

You can find experts to manage Amazon PPC for your products through Amazon’s own partner network or by working with specialised agencies like eStore Factory, a 3-time Amazon SPN Award winner. As consultants for Amazon sellers, we offer tailored PPC strategies to reduce ACoS, and boost conversions.

Our team of experienced professionals understands the complexities of Amazon PPC management and uses proven methods to drive better results for your business. Whether you’re a new seller or an established brand, our expertise can help you scale your Amazon PPC advertising efficiently.

12. How to combine Sponsored Ads with Brand Registry features for maximum visibility? 

You can follow these steps: 

• Utilise Sponsored brands: With Brand Registry, you can create Sponsored Ads on Amazon that showcase your brand logo, custom headline, and a selection of your products, driving more brand awareness.
• Access advanced targeting: Use Brand Registry’s enhanced targeting features to ensure your ads reach the right audience with specific keywords related to your brand.
• Brand store integration: Link your Amazon Brand Store directly in Sponsored Brands ads to direct traffic to a branded experience, increasing both visibility and sales.
• Protect Your Brand: Brand Registry allows you to report counterfeit listings, ensuring that only your authentic products appear in ads, protecting your brand’s integrity.