Amazon Ads Guide & Set up in 2020

The secret to a brand’s success story lies in its marketing campaigns. In today’s digital world no brand shies away from advertising their product. The market rule is simple, “You have a product, Showcase it in the best possible manner to be able to sell it”.

However, Advertising is tough. It is the strategy that makes it successful. As an Amazon vendor, your strategies must be new and creative to beat the stiff competition. Are you as a marketer implementing all the required strategies for your Brand to Boom? Do you think out of the box? 

Are your ads only limited to Facebook, Instagram, Google and Pinterest? Then, you are missing on a major platform critical for your Amazon success. 

In this Blog Post, we will discuss a golden key to unlock your Amazon sales growth. Yes, we are talking about the Amazon Advertising platform. 

Read below to know how you can skyrocket your Amazon sales using Amazon Ads. 

optimize your amazon ads

What are Amazon Ads?

Amazon launched “Amazon Advertising” in 2018 as a solution for Amazon vendors to increase their visibility. Amazon Ads are a huge hit since its launch as sellers find it helpful in reaching out to their potential customers. Amazon reported a revenue rise of 250% in the third quarter of 2018. 

In an interesting study, it was found that Google is no longer used as the primary search engine as Amazon is steadily breaking this monopoly. The following stats were reported:

  • 90% of consumers use Amazon to check prices
  • 72% of consumer use Amazon to discover new products
  • 56% of the consumers visit Amazon first for product searches, before any site.


These stats hence reveal the shift in the nature of search habits and considering Amazon as a prominent search engine. With a high volume of searches each day, amazon search advertising is an added benefit to amazon sellers.

The Amazon search bar works similar to that of the Google search bar. When a shopper types in for a particular product the search result page is presented with “sponsored results” at the top, followed by organic results at the bottom. 

The Amazon Ads are similar to Google Ads. Amazon Ads are modelled on pay-per-click(PPC) bidding strategy similar to google – only pay when a shopper clicks on the ad.

5 benefits of Amazon Ads

Quoting Walter Landor, “Products are made in the FACTORY, but Brands are created in the MIND”., this statement explains the impact of advertising on a brands prosperity.  

Advertising provides a visibility boost to your brand and products. Ads appear in highly visible placements, within shopping results or on product detail pages.

  • Greater Visibility

Advertising provides a visibility boost to your brand and products. Ads appear in highly visible placements, within shopping results or on product detail pages.

  • Increased Sales

Many shoppers come to Amazon ready to buy. Advertising can help you reach customers who are looking for products like yours.

  • Economical Campaigns

Pay only for the clicks your ads receive. Campaign reports track ad spend and performance, so you can learn what’s working and fine-tune your campaigns.

  • Detailed Targeting

Amazon studies the behavior of the customer and knows what and how they are making a purchase. You can target potential customers accurately by using the right product keywords and Amazon will show your Ad to the right audience.

  • Greater ROI

The amazon ads have high conversion rates and low ad spent rate. You just have to choose the type of ads you want to run and target the right set of audience. The results are quick as you can see a surge in sales.   

Types of Amazon Ads

Amazon offers different types of Ads based on various placements and creative types. Each ad type is designed to focus on a particular objective of creating brand awareness. The ads are broadly categorized into two:

  1. Amazon PPC Ads: On Amazon (Self Serve Ads)
  2. Amazon DSP Ads: On & Off Amazon (Premium Ads)

amazon advertisingAmazon PPC

Amazon pay-per-click is an advertising model in which advertisers pay a fee to Amazon when a shopper clicks on their ad. You have to be a seller on Amazon to be eligible for these ads. The PPC ads are placed only on Amazon’s website. The targeting options available are Keyword, ASIN, Categories & Brands. There are 3 formats available:  

  1. Sponsored Products.
  2. Sponsored Brands
  3. Product Display Ads 


Sponsored Products

Amazon Sponsored Product Ads are pay-per-click, keyword-targeted display ads for individual products that appear on the search results and product detail pages. These ads enable advertisers to promote individual products. There are three types of keywords you can bid on – broad, phrase and exact. These ads appear on the search result page. 

Advertisers also have the control of setting a daily budget, as well as the campaign duration. While the campaign can be paused at any time it must run for at least 1 day.

amazon sponsored product ads

Sponsored Brands

These are also called Amazon Headline search ads. This type of Amazon advertising allows you to promote keyword-targeted ads of multiple products above, below, and alongside search results. Brand ads allow brands to promote a custom headline, brand logo, and up to 3 products in their ad, with the ability to send shoppers to their Stores page or a custom landing page on Amazon. The types of keywords you can bid on – branded product keywords, complementary product keywords, and sponsored products automatic targeting keywords. These ads appear in the search result pages as headline banner ads always above the result listing. 

The minimum campaign budget for these ads is $100, with a limit of $1 spent per day. Campaigns can be scheduled to run up to four months in advance.

amazon sponsored brands

Product Display Ads

These ads appear on the product detail pages, customer review pages, on top of the offer listing page, and below search results. Prefer placing these ads on abandoned cart emails, follow-up emails and recommendations emails. Their main objective is to cross-sell or upsell your customers. Under this ad type, you can choose from two types of campaign targeting:

  1. Product Targeting: Contextual form of targeting, so you can target specific products and related categories
  2. Interest Targeting: Behavioral form of targeting, so you can target shopper interest and reach a larger audience.

amazon sponsored display ads


What does Keyword targeting display mean?

The PPC ads are based on Bidding on the various keywords. The different keywords which are used for bidding are:

  1. For Sponsored Products Ads:
    • Broad keywords can include words before and after the target keyword. Eg. Leather handbag.
    • Phrase keywords focus on how the sequence of the words you use changes the context of a query. Eg. Leather Handbag for women.
    • Exact keywords are the most constraining type of targeted keyword. Eg. Handbag.
  2. For Sponsored Brand Ads:
    • Branded product keywords are a combination of your brand name and a product you sell. Eg. Apple iPhone 11 pro
    • Complimentary product keywords are a bundle of two individual products that influence the demand for each other and can be sold together. Eg. iPhone and iPhone cases or Airpods. 
    • Sponsored products automatic targeting keywords are search queries that you’ve already experienced success with while running automatic targeted sponsored product campaigns. Eg. iPhone


5 Strategies to Optimise your Amazon PPC ADS 

Create Customized Campaigns on Top selling products

                      The best way to simply get greater results on your Amazon Ad is to run a campaign on your top selling product/ASINs. Create a well structured campaign by having a separate campaign for each of your main products categories and further different ad groups for a specific product.

Create an Ad copy which is simple, clear and compelling

                  Ad copy is the star of the show. It’s your Ad copy that gets clicks and conversions. Your campaign’s success depends on your Ad copy design. Ensure that your copy is simple, clear and delivers the right message. It is a best practice to make it sound urgent and compelling. This persuades the reader to take required action. Adding CTAs results in increased CR rate.

Plan your Bids strategically 

                  This is the key for your Ads success. Ensure your bid is in accordance with your campaign set up. Keywords play a major role. Bid on the keywords wisely for different ad groups and ad formats. While bidding on keywords don’t miss out adding competitors brands. It is a good practice to bid on popular brands that sell similar products. Get the list of your competitors keywords hassle-free with ProSeller.

Use negative Keywords 

                Adding negative keywords to your campaign saves unnecessary ad spent. Negative keywords help in preventing your Ads to populate in irrelevant search results. Be more conservative with your match types, steering clear of broad match, and putting a higher emphasis on phrase and exact match.

Regular keyword Harvesting 

               For instance, You can add up to 15-30 keywords per ad group. It is necessary to regularly check on the keywords and keep updating it to improve the ad performance. Most importantly, With tools like ProSeller you simplify your keywords research task. Save time and energy and avoid pointless keywords brainstorming.

Amazon DSP

This type of Amazon Advertising is for both Amazon and non-amazon vendors. These ads are placed on and off the Amazon website. They can also appear on other websites, similar to how Google’s Display Network works. Like Facebook and Google, Amazon employs Pixel Based targeting so that users’ behaviour can be tracked and data can be captured by virtue of their visiting a website, specific pages, or by performing certain actions. 

These Amazon Ads are sold by impressions, the cost varying depending on placement and format. This pricing model is called CPM (cost-per-thousand impressions). At the moment, only managed-service options are available, which carry a minimum spend of $35,000. There are 3 formats available:  

  1. Display Ads
  2. Video Ads 
  3. Custom Ads


Display Ads

Amazon Display Ads are a type of onsite ads. They may be desktop and mobile web display ads, banner ads, mobile interstitial ads, and can link anywhere. They can show on Amazon, Amazon devices, Amazon-owned and operated sites and other websites using ads. These ads can also link to a custom Brand Store on Amazon.

Video Ads

Amazon Video Ads are ads that you can place on Amazon-owned sites like and IMDb, Amazon devices like Fire TV, and various properties across the web. Outstream videos appear as a dynamic element as a part of another display ad. Video Ads are known to have a high conversion rate – especially when they reach the right audience. You can set your ad’s landing page as an Amazon product page, your own website, or any other web page on the internet.

Custom Ads

A holistic amazon advertising service, which includes all the ad types mentioned above. Custom ads require a minimum spend as you can customize the ad objective according to your requirements. 

Amazon Ad setup Guide

Step 1: Log in to Seller Central. 

If you’re new to selling on Amazon, sign up now

Click the ‘Advertising’ tab then follow the prompt to get started. Choose your campaign type and follow the steps to create your campaign. If you want to set up a Store, click the ‘Stores’ tab and follow the steps to build your first page.

Step 2: Create your campaign

Creating a campaign can take as little as 5 minutes. 

To create a Sponsored Products campaign, pick the products you want to advertise, choose between automatic and manual targeting and decide how much you want to pay per click. 

For a Sponsored Brands ad, choose at least 3 products you want to advertise, add your logo and a custom headline, and decide which keywords to target and how much you want to spend. For Sponsored Display, select your audience, set your bid and daily budget, choose your products to advertise, and create your campaign.

Step 3: Reach more shoppers with sponsored ads

Sponsored Products launch immediately, while Sponsored Brands, Sponsored Display, undergo a moderation review. Based on relevance and bid, ads are shown to customers in high-visibility placements within shopping results and on product detail pages. 

Step 4: Control your costs

Most sponsored ads are cost-per-click solutions, meaning Amazon charges for the number of clicks you receive on your ads. You choose how much you want to spend for a click, and set a budget for the maximum amount you are willing to spend on your ads in a day.

Step 5: Measure success

You will be able to track your impressions, clicks, click-through-rate, new-to-brand customers, traffic to your Store, advertising spend, and more. These insights will help you monitor performance and optimize your campaigns.

How can ProSeller Help You?

ProSeller can help you optimize your ad campaigns in a simple and efficient manner. Keywords play an important role in amazon PPC campaigns. Sponsored product and Brand ads are based on keyword biddings. Hence for a successful campaign, you need a list of strong optimized keywords. Above all, Keywords are the most important part of the ads and where most people go wrong. If you mess-up with your keywords you lose out on Ads benefit and amount spent. Here is where ProSeller can help you:

  •    Keyword targeting for PPC ADS

With ProSeller you can get a detailed list of keywords for your product by just typing the product name. ProSeller will return with a list of all keywords from A to Z related to the product in a few seconds. This includes broad, extract, phrase keywords. 

Pro Tip: Adding Numbers to your Product listing/title can help in better listing optimization of your product if those numbers are crucial for your product description.

keywords for amazon ads


  •  Optimize listing before running PPC

This is considered to be one of the best practices before running PPC campaigns on any product. This strategy will help you in getting organic page visits to the product page. As a result of increased page views, your conversion rates, reviews and your chance to win a buy box will increase. Moreover, ProSeller can help you get the right keywords that you can use to Optimize your product listing.


In conclusion, To sustain the highly competitive Amazon market you need ads to stand out and grab the attention of potential consumers. A consumer is likely to buy a product from a familiar brand as opposed to purchasing from an unfamiliar brand. Marketing is dynamic in nature. A strategy trending today can be outdated tomorrow. Hence for a successful Amazon business venture, smart marketing with the right strategy is vital for growth and expansion. 

Above all, Using tools like ProSeller can help you optimize simple ad campaigns and result in 3x more success. Don’t settle for less, be passionate, ask for more! So Refine your revenue with ProSeller Today!

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