Launch Like a Boss: Amazon PPC Guide for 2024

Amazon Expert

Hi I’m Steven, Founder of My Amazon Guy, a 500+ person Amazon Seller Central agency out of Atlanta, GA. We Growth Hack eCommerce and Marketplaces through PPC, SEO, Design, and Catalog Management.

Don’t waste your ad spend! Master the ultimate Amazon PPC guide for 2024.

Got a brand new product that deserves some love? You launched it, it’s on Amazon, but… crickets?

That’s where Amazon PPC (Pay-Per-Click) comes in. It’s like advertising your product online to the exact kind of customers you want to see it.

Now, PPC might sound fancy, but this guide is all about making it simple for beginners. We’ll break it down step-by-step, so you can launch your product like a pro and watch those sales climb.

Amazon PPC Guide in 2024 - 3 Easy Steps

Understanding Pay-Per-Click Campaign

Your product’s on Amazon, but nobody sees it? Amazon Ads (PPC) are your secret weapon.

Amazon PPC stands for Pay-Per-Click advertising. It’s a type of Amazon marketing tool specifically designed for sellers on the Amazon platform.

With millions of other products on Amazon, it can be tough to get customers to stop and notice yours. That’s where Amazon PPC comes in.

Think of PPC as a way to create a mini-ad for your product. This sponsored product ad appears on Amazon whenever someone searches for something similar to what you’re selling.

And the best part? You only pay when someone clicks on your ad to learn more, not just for people seeing it in passing.

It’s like a cost-effective way to stand out in a crowded marketplace. You only pay when someone shows genuine interest in your product, making it a great option for beginners who want to get their products noticed.

Why Advertise Your New Amazon Product Using a PPC Campaign?

Imagine Amazon as a huge mall, but online. With PPC ads, it’s like putting a bright sign on your product for people already browsing for similar items.

More clicks = higher ranking on Amazon = more sales!

This is why it’s awesome:

  • Right People See You: Reach shoppers actively searching for what you sell, not random strangers.
  • Climb the Ranks: The more clicks, the higher your product appears!
  • Set Goals & Track Progress: Want more sales or better ranking? Ads let you track progress.
  • Pay-Per-Click Savings: You only pay when someone clicks your ad campaign, unlike traditional advertising. It’s like free Amazon advertising until someone clicks.
Amazon PPC Guide in 2024 Why Use PPC

The Complete Step-by-Step Guide in 2024 to Crush Your Amazon PPC Campaign

Here’s a roadmap to help you build a winning Amazon PPC strategy from scratch:

Amazon PPC Guide in 2024 Analyzing Keyword Data from These Tools

Step 1: Keyword Research is King

When you’re searching for something on Amazon do you think about how many other people are looking for that same thing every month?

That’s called search volume, and it’s an important factor to consider when choosing keywords for your PPC campaigns.

You want keywords with high search volume, but also low competition. This will help you get your ads seen by more potential customers without having to compete against too many other Amazon sellers.

There are a few different ways to find the golden keywords for your products. Here are a few tips:

  • Use tools like Jungle Scout and analyze competitors’ advertising strategies.
  • Find relevant keywords with high search volume.
  • Target Amazon keywords with low competition.

Step 2: Ad Campaign Structure Symphony

There are two main campaign types, each with its pros and cons:

Automatic Campaigns


  • Easy to Use
    Perfect for beginners, no need for in-depth keyword research or bidding strategies.
  • Quick Setup
    Get your PPC campaigns running fast without extensive setup time.
  • Discover New Keywords
    May discover relevant keywords you might have missed.


  • Lack of Control
    Limited control over targeting and bidding can lead to wasted ad spend on irrelevant searches.
  • Potential for Waste
    May target irrelevant keywords or bid too high, impacting your advertising costs.
  • Limited Optimization
    Difficult to fine-tune campaigns for optimal performance.

Manual Campaigns


  • Precise Targeting
    Control who sees your ads by choosing specific keywords and targeting options.
  • Optimized Bidding
    Set bids for individual keywords to maximize return on ad spend (ROAS).
  • Advanced Strategies
    Allows for A/B testing and other advanced optimization techniques.


  • Steeper Learning Curve
    Requires research and understanding of bidding strategies, keyword research, and campaign management.
  • Time Commitment
    Takes more time and effort to set up and manage compared to automatic campaigns.
  • Potential for Mistakes
    Manual bidding requires monitoring to avoid overspending or underbidding.

Step 3: Create Effective Amazon Ads

Three core elements contribute to a successful ad: 

  • Unique Selling Proposition (USP): Showcase your product’s unique edge to grab attention and stand out from the crowd

  • Relevant Keywords: Weave relevant keywords naturally to ensure shoppers searching for similar items find your ad.

  • Clear Call To Action (CTA): Tell them what to do next! A strong call to action like “Shop Now” turns clicks into sales.

By combining these three elements, you can craft good Amazon PPC ads that grab attention.

Amazon PPC Guide 2024 Effective Amazon Ads

Setting Up an Amazon Ad: A Quick Guide

1. Pick Your Ad Type

Choose between Sponsored Products, which appear next to search results, or Sponsored Brands, which are eye-catching video or headline ads at the top of search results.

2. Set Budget

For your daily budget, start small. $20 if you’re a new business, or go higher with $500+ if you’re already established. Adjust this amount as needed later on.

3. Create Your Winning Campaign

Create a clear campaign name that includes product details and targeting methods in the name. Then, choose the specific products you want to advertise using their SKUs (unique product codes).

4. Targeting Options

When it comes to targeting, you have two main options: Automatic (easy) and Manual (more control). Choose based on your comfort level.

  • Automatic: Monitor and add negative keywords to avoid irrelevant searches.
  • Manual Keywords: Choose specific search terms customers might use to find your product (broad, phrase, or exact match).
  • Manual Products: Target competitor products, complementary products, or browsing categories.

5. Monitor & Optimize

Regularly check your campaigns and adjust bids/targeting for maximum impact.

Step 4: Bidding Strategies for the Win

Amazon PPC Guide in 2024 - Bidding Type

Bidding on PPC ads is like setting your max price for someone to click on your ad. Imagine an auction, but instead of buying objects, you’re buying clicks to your product on Amazon.

There are two types of bidding strategies: Automatic Bidding and Manual Bidding.

Automatic Bidding is great for new sellers or those who want a simpler approach. This is used when you want to get started quickly and save time in managing bids.

On the other hand, Manual Bidding is best used by experienced sellers who want the most control over their budget. So, if you want to set exact prices per click, target specific keywords, or optimize for goals, try this bidding strategy instead.

Automatic Bidding


  • Easy to Set Up
    You don’t need to spend time researching and setting individual bids.
  • Saves Time
    Amazon’s system automatically manages your bids for you.


  • Less Control
    You have less control over how much you’re spending on each click.
  • Potential for Wasted Spend
    Automatic bidding might target irrelevant searches or bid too high.

Manual Bidding


  • More Control
    You decide the maximum amount you’re willing to pay for each click.
  • Potential for Cost Savings
    You can avoid unnecessary clicks by setting lower bids.


  • Requires More Effort
    You need to monitor your bids and adjust them regularly.
  • Risk of Overspending
    If you’re not careful, you could end up paying too much per click.

Tip: Start with Automatic Bidding, then switch to Manual Bidding for more control as you learn.