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How To Leverage Budget And bidding Strategies To Improve Your Amazon Advertising Campaign

To create an Amazon success story, it takes more than just fancy AI-powered and machine learning to drive your Amazon advertising services. It requires amazing optimization techniques to drive traffic to your Amazon store and to boost your sales constantly.

Before we get into the best ways of optimizing your amazon campaigns, let’s discuss about amazon advertisements!

Did you know: Amazon advertising has grown to more than $1.6 billion in annual ad revenue

If you are in ecommerce industry, you probably have Ads running on Google shopping, Facebook and Instagram, advertising on Amazon is no less important than these other channels because let’s face it, who’s a seller and not yet selling on Amazon? But not everyone is aware of the best practices to leverage the budget!

Maximize your revenue with Amazon with a perfect idea on how to successfully launch a product on amazon on 2019 here.

But if you are already selling on Amazon then this is the perfect source of extracting information where you’ll get to know best practices and strategies to help advertisers get the most out of using Amazon Sponsored Brands and Sponsored Products.

Let’s dig in!


Amazon Sponsored brands formerly Headline Search Ads, are valuable PPC campaigns that feature your brand logo, a custom headline and up to three of your products. They are structured around keyword where you can direct the traffic from sponsored brands to your Amazon store. Which means that whenever a shopper clicks on the Sponsored Brands ad, they’ll be taken to your Amazon Store instead of a product list page.

Grow your brand awareness by letting people discover your brand using sponsored brand ads! 


Amazon Sponsored Products Ads  are pay-per-click (PPC) ads are most famous ads that drive traffic to Amazon product detail pages and promote sales and visibility of your desired product listing. You select your products to advertise and choose your keywords or products, or let Amazon target your ads with automatic targeting .Rising in popularity, they are now available to all brand-registered sellers

 “Sponsored products accounts for majority of ad revenue i.e. 88%, that amazon makes from search based advertising.” – MERKLE


For merchants, the question now is not: “Are you using Amazon Advertising?” That ship has sailed!

The question now is “How good are you at using amazon advertising?”

So, if you’re new or ‘not that good’ in optimizing your Amazon account, you might be defeated by your competitors who

  • Have smarter campaign ideas.
  • Find better keyword opportunities
  • Manage bids effectively
  • Who outsource their Amazon Advertising to experts

Stand out by learning the most popular ideas for getting the most out of your budget because THAT’S THE DREAM!

As there is a magical formula for everything, this point wise guide will help you out perform others and get the most sales!



You can say that keywords play the most important part in the optimization of any Amazon account hence if you want to succeed on Amazon, you need to play by the book i.e. conducting appropriate keyword research. Extensive keyword research will allow you to predict better how buyers are searching and compliment search query data gathered through initial Automatic Sponsored Product ad campaigns.

If you got a couple of powerful and most searched keywords, it won’t seem a bigger task to make sales.

Allow yourself to take risks and explore!

You won’t ever find the perfect keywords at your first trial (or you might if you’re too good at keyword research) so, don’t stop experimenting unless you find the keywords which help you generate traffic to your store as well as sales .

Negatives are important

Don’t forget to add negative match types to your amazon campaigns or there are chances that you lose budget.

Search terms here play an important roles. Check for search term reports in every 2-3 days for better optimization opportunities. Search terms are also called “Hidden Keywords”. These hidden keywords are basically your opportunity to give Amazon more information about your product—information that consumers won’t see. 

 How to discover appropriate keywords?

An ostensibly free Amazon tool in its own way is amazon itself!

Search the amazon bar to get a quick knowledge of what people are most frequently searching. After meticulously combing through search queries, you’ll get yourself a set of keywords to initially start with!

Considering millions of people are actively looking for products (including yours) on GOOGLE, incorporating Google into your keyword research strategy doesn’t sound like a flop plan. And indeed it isn’t!

Yes, there are keyword research tools that give you tons of valuable, in-depth data—and we’ll get to those—but a lot of them aren’t free.

  • Keyword Planner

Free to anyone who uses Google Ads account and search as much keywords as you please.

  • Sellics-

It also offer a free Amazon-specific tool called Sonar which is also a competitive research tool.

  • SEMrush-

It is an SEO tool that does your keyword research and also tracks keyword strategy used by your competitors!


You always have control over your advertising costs by choosing your own budget and bids. Explore all of your options below.

  • Choose your daily budget

As you can change your daily budget anytime by going to campaign settings, choose your daily budget wisely to make the most out of it. It’s better to always test what budget works best for you.

  • Set your bids

Set a default keyword bid—keeping bid a little higher to the suggested bid. Play for a competitive bid always if you want your ad to be displayed when it matches a shopper’s search term.

Refine your bidding strategy

Take a campaign running using dynamic bids-down only, and change it to dynamic bids-up and down. This strategy works well for a better refinement of your bidding. This isn’t a perfect method under every condition but it would definitely give you an idea on what works best for your campaigns.

  • Compete for Top-of-search placement

If you want to be in the Amazon game, look out for making your bids competitive. Observe your win rates and adjust your bids accordingly to boost the chances of your ad winning this placement.


Now when you have put all your energy in maximizing your profits for your Amazon brand campaign and Amazon sponsored ads, it’s time to measure the impact your strategies created and know if they’re driving the right results for you.

Three ways to gauge your performance are –


One always looks out to scale awareness of their brand .At first Play for visibility and reach than conversions .Aim for better impressions every time you optimize your ads and eventually you’ll see a rise in sales.


A new-to-brand metrics offered by Sponsored Brands provides you the benefit of measuring and comparing your sales for past 12 months which helps you understand the increase in the customer rate from first month and develop right strategies to maintain them and to make new ones!


Aim for lower ACOS as lower your ACOS greater is your profit. Measure your ACOS and look out for different ways to improve it as it will improve your profit and sales rate.


To help you reach a variety of goals, we set you up with a range of reports to help you understand your campaign performance and measure your success.

  • Search term report:

These reports help you select the right and most searched terms by your potential customers. Observe converting search terms and use them for keyword targeting.

  • Targeting report:

It’s important to keep an eye on whether the targeting is working well or not. Find sales metrics for product and keywords by using this report and use these insights to adjust your bids and expand your keyword or product targets.

  • Advertised product report:

 For each of your advertised products, review sales and performance metrics to see how they’re performing over time. Look for sales dips or low returns on ad spend (ROAS) for opportunities to improve your strategy.

  • Placement report:

 This report provides insight into the performance of your ads in the top-of-search placement compared to other placements on Amazon. Based on the results, you can then use placement bid adjustments to influence your placements.

  • Performance over time report:

 Use this summary of clicks and spend to see your average cost-per-click and your total spend change over time.

  • Purchased product report:

 If you’re looking for new advertising opportunities, get insight into what customers are buying with this report on all of your products purchased that were not promoted by your ads.

Follow this guide to the point and leverage your budget and bidding strategy.

Understand your Amazon marketing services and mould your amazon advertising strategy accordingly.

Distribute your ad budget with confidence — and maximize your profit.

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