Amazon PPC has evolved. What worked in 2022 doesn’t hold up in 2025. With rising CPCs, stricter competition, and smarter algorithms, sellers need to shift from basic campaign setups to advanced, data-driven tactics.
In this blog, we’ll break down the most effective PPC strategies to maximize sales while keeping your ACoS under control.
1. Understand the New PPC Landscape
Key Shifts in 2025:
- AI-driven bidding: Amazon adjusts bids by audience, placement, time of day.
- Sponsored Video and Brand Campaigns dominate top placements.
- Amazon Attribution + Brand Analytics unlock advanced targeting.
Why It Matters:
If you’re still only running Sponsored Product auto/manual campaigns, you’re leaving money (and data) on the table.
2. Build a Full-Funnel PPC Structure
Funnel Campaign Structure:
- Top Funnel: Broad keywords (“best herbal tea”)
- Mid Funnel: Specific category/brand terms (“herbal green tea for sleep”)
- Bottom Funnel: Exact match + ASIN targeting (“zyanna butterfly tea”)
Campaign Types to Include:
| Funnel Stage | Campaign Type | Objective |
|---|---|---|
| Top | Sponsored Brands (Video) | Brand Awareness |
| Mid | Sponsored Products (Manual) | Consideration + Conversion |
| Bottom | Sponsored Display + Remarketing | Retarget & Convert Again |
Pro Tip: Use eCommercean’s bulk campaign sheet generator to build this funnel fast.
3. Use Keyword Clustering for Campaign Precision
Why Cluster?
Grouping keywords by theme/intent increases ad relevance and improves CTR & CVR.
How to Do It:
- Use eCommercean’s Search Term Analyzer to group terms by product theme
- Separate branded, generic, competitor, and long-tail keywords
- Assign each cluster to a dedicated campaign
4. Optimize for ACoS and TACoS
KPIs to Monitor:
| Metric | Good Range |
| ACoS | < 30% |
| TACoS | < 15% |
| CVR | > 10% |
Steps:
- Set ACoS targets by product margin
- Pause high ACoS terms without conversions
- Lower bids on low CVR keywords
- Use negative keywords regularly
5. Embrace Sponsored Video & Lifestyle Creatives
Why It Converts:
Video ads now appear top-of-page and outperform static ads.
How to Win:
- Create 15-30 sec Amazon-compliant videos
- Focus on benefits > features
- Use lifestyle + demo visuals with subtitles
Bonus Tip: Use testimonial-style videos for supplements or beauty products.
6. Retarget & Cross-Sell with Sponsored Display
Display Strategies:
- Audience Targeting: Retarget past visitors or purchasers
- Product Targeting: Show on competitor listings
- Cross-Sell: Show related items from your brand catalog
Display ads help boost brand recall and lift total sales without spiking TACoS.
7. Automate Reporting & Campaign Optimization
Tools to Use:
- Amazon’s Ad Console Reports
- Bulk File Uploads for faster updates
- Third-party tools (e.g., Perpetua, eCommercean internal tools)
Best Practice:
Review search term performance weekly. Identify converting terms and scale them. Pause underperformers.
8. Split-Test Creatives and Ad Types
A/B Test Variables:
- Headline copy (emotional vs benefit-driven)
- Main image (lifestyle vs product-focused)
- Video length and call to action
Amazon’s Experiments tool and Brand Metrics help measure performance lifts.
9. Budget Allocation Strategy
Split Budget Intelligently:
| Funnel Level | Budget % |
| Branded Campaigns | 20% |
| Category Terms | 40% |
| Competitor Ads | 15% |
| Retargeting | 25% |
This ensures you’re fueling growth while defending your turf.
10. Use Attribution + Brand Analytics for Insights
What You Can Learn:
- Paths to conversion
- Which traffic sources drive the highest ROAS
- Cross-product purchase behavior
Use this to refine product targeting, landing pages, and ad placements.
Final Thoughts
Amazon PPC in 2025 is no longer a set-it-and-forget-it channel. It demands creative, full-funnel strategies, data-driven decisions, and brand-level thinking.
✅ Stay ahead by:
- Leveraging eCommercean tools
- Building campaign funnels
- Testing creatives
- Measuring, refining, and scaling