How to Set Up PPC for New Product Launch

Setting Up Amazon PPC Ads for a New Product Launch

• The first step in setting up Amazon PPC ads is to conduct a PPC audit, ensuring that the listing is aligned with the PPC strategy.
• To launch a PPC campaign for a newly launched product, it is important to generate impressions, as Amazon's algorithm may not immediately provide them.
• In Seller Central, under advertising, click on campaign manager to create a campaign.
• There are three types of campaigns: sponsored product campaigns, sponsored brand campaigns, and sponsored display campaigns. For new product launches, sponsored product campaigns are recommended.
• Sponsored product campaigns focus on search terms and aim to appear at the top of search results.
• Select the product to advertise, either by adding all variations or selecting specific ones.
• The automatic campaign pulls from the listing's relevancy, based on the SEO and browse nodes.
• There are four different targeting groups: close match, loose match, substitutes, and compliments.
• Close match targets similar products, loose match targets broad terms, substitutes show on detail pages of comparable products, and compliments are loose match versions.
• Each targeting group has a recommended bid, which can be adjusted based on the desired bidding strategy.
• The bidding strategy can be set to dynamic bids down only, dynamic bids up and down, or fixed bids.
• Dynamic bids down only lowers the cost per click if Amazon believes the conversion likelihood is low, while dynamic bids up and down can raise or lower bids in real-time, increasing impressions and clicks. Fixed bids are set bids.