3 Amazon PPC Strategy Secrets That No One Will Tell You

Coming across an Amazon PPC strategy is not rare. You must have even encountered the same strategies wrapped differently everyday. In this blog post, we will talk about 3 secret strategies that can help boost your Amazon business’s advertising performance and organic sales by making your campaigns more predictable, better performing, and strategic. These tips can help you discover the best Amazon PPC strategy tailored to your market.

Without further ado, let's dive in. 

3 Amazon PPC Strategies for 2025

If you’ve tried all Amazon PPC strategies but haven't seen a higher ROAS, you need these three secret ones no one talks about. 

Save that bulk sheet

Before running a large experiment, save your bulk sheet. This will save your snapshot bids and daily budgets for each campaign. Even if your experiment fails, you will have enough data in the bulk sheet. As a result, you don’t have to wait weeks to get back to your previous ROAS—you can get to it in a second. This forms a key component of an effective Amazon PPC campaign strategy.

This brings predictability to your advertising model and gives you the freedom to try a new Amazon PPC strategy for brands ads and headline search ads. You know you have the option to fall back if the experiment does not work. 

Let’s talk about the bulk sheet in detail.

Q: What is a large experiment?

A: An experiment that runs across multiple campaigns and keyword lists.

Q: What exactly is a bulk sheet?

A: If you’re an Amazon seller who hasn’t used bulk sheets, know that bulk sheets are spreadsheets found in Amazon’s ‘campaign manager’ tab that contain valuable data, from campaign name to advertising budget, ad group, campaign status, placement type, bidding strategies, and more. 

Understanding this data helps you improve campaigns, ensure high conversion rates, and refine your Amazon PPC ad strategy.

Q: Why should I save the bulk sheet? Does it help devise the best Amazon PPC strategy?

A: Saving the bulk sheet will keep track of your current bids and budgets for all your campaigns.

This is important because, as you know, once you make changes to your account, you will lose your history of existing bids and budgets—data that has already delivered great results for you. Additionally, this archival process is essential for planning future initiatives and informing the best Amazon PPC strategy for your campaign.

Q: But why should I save it before running a large experiment OR before making many changes on my Amazon PPC account?

A: So that you can preserve the bids & budgets from a period of certainty. i.e. a period when your account was performing well. This will inform your present Amazon PPC strategy.

Q: What will I do with this saved bulk sheet?

A: First, run your experiment. If it succeeds—congratulations! If it fails, don’t panic. Simply upload your saved bulk sheet. It will reinstate your previous bids and budgets in an instant, restoring your ACoS and ensuring that your Amazon PPC ad strategy remains on track.

Q: Is this a tried and tested strategy? 

A: We have used this approach for Amazon PPC advertising exactly 12 times across 5 different accounts. It consistently delivered the same ROAS, allowing us to experiment further using refined data points that enhance our Amazon PPC bid strategy. 

Q: When does this strategy work? 

A: This strategy works best in the short term, within the same month or the same quarter. You cannot re-upload a February bulk sheet in October, so timing is crucial for any Amazon PPC campaign strategy.

Q: How do bulk sheets help optimize ads?

A: Bulk sheets help you manage different campaigns in one place. It helps in Amazon PPC optimization by allowing you to make large-scale updates to campaigns, ad placements, bids, and keywords. It also streamlines PPC campaigns in just a few clicks, saving time and effort.

Here are a few more tips for using bulk sheets to optimize and manage Amazon PPC campaigns and improve Amazon PPC strategy:

• Implement negative targeting by adding negative keywords in bulk to improve ad relevance and reduce wasted ad spend.

• Identify profitable search queries and terms and move them to manual campaigns.

• Conduct keyword research and use bulk sheets to manage keywords across campaigns, ad groups, and products.

• Adjust keyword match types like broad, phrase, or exact match and bids for keywords to improve ad targeting.

• Analyze bulk sheet data to gain insights into campaign performance, track high impressions for specific products, improve conversion rate, and drive sales.

  
  

The 5-50 Rule

The top 5 selling ASINs should get min. 50% ad spend. This is a very underutilized Amazon PPC strategy that helps increase brand awareness. Top-selling ASINs not only have the best ACoS (Advertising Cost of Sales) but also help rank products at the top of search results. They help attract potential customers. Thus, the higher the spend on top-selling ASINs, the better the ACoS and the higher your total sales. 

The image below depicts two cases. Case 1 involves the advertiser spending the same amount of ad spend on top, medium, and bottom-selling ASINs. Case 2 involves the advertiser devoting 46% of ad spend on top-selling ASINs and only 20% on bottom-selling ASINs. 

| Related read: ASIN Targeting Guide: Boost Sales with Targeted Ads

Notice the difference in ACoS. In case 1, where the spend is equal on all ASIN types, the ACoS is high—16.2%. In case 2, where the spend on top-selling ASINs is higher, the ACoS is lower—14%. So, the ACoS in case 2 is noticeably better, with no significant change in any other Amazon PPC strategy. 

One of the best-kept secrets of good agencies is how they distribute their ad spend on various ASIN bands. 

If you use Amazon ads software, ensure you can measure your spend % by ASINs and ASIN groups. You can get this data on atom11’s Ad spend profile module. 

When to increase bids

A rookie mistake in rule-based optimization that sellers and agencies make is:
"Increase bids on keywords whose ACoS is greater than the target ACoS.” That is NOT how it is done!

Why?

1. You will end up increasing bids for a LOT of keywords (thousands). CPCs will heighten, and you will ultimately increase your ACoS.

2. If CPC = 1$, and Bid = 5$. What happens if you increase bids further?  

NOTHING, and in the long term, it'll raise CPC without changing the number of ad orders.
Bid increases only help when the CPC/Bid ratio exceeds 0.5.

Here's what you do:

If ACoS < Target ACoS × 0.4
AND Clicks > Clicks to Conversion
AND CPC/Bid > 0.5

Then increase bids!

Using the right Amazon PPC bid strategy is crucial in this scenario. Remember, any unnecessary bid increases can land you in a high CPC zone, thereby increasing your cost of advertising. Always reassess your Amazon PPC strategy before making significant changes, as precise bid adjustments are key.

CPC/Bid as a feature is not available on many Amazon Ads software. It is, however, available on atom11 when you create rules for bid optimization. 

Here are a few tips on when to increase bids:

• Increase the bid or budget for keywords with low ACoS. You can even increase the bid and budget when the keyword performs well.

• Increase the bid for keywords with low impressions. For more control and visibility, move the search term to its own campaign.

• Adjust bid modifiers based on ACoS and your campaign goals. The right bidding strategy would be to increase the bid modifier for placements that perform well.

You do not hear about these strategies daily on LinkedIn and the web. If you want to supercharge your Amazon Ads strategy, implement tools like atom11. While strategy alone can’t help you boost conversions, having the right tool increases your odds of achieving a robust Amazon PPC ad strategy.

atom11 helps automate and scale Amazon ads with real-time actionable insights. Using atom11’s Amazon’s PPC software, you can:

• Analyze sales metrics and campaign performance, identify trends, track product suppressions, etc. and ensure effective decision-making.

• Get insights into ads with retail signals like inventory, PPC cannibalization, and competition. 

• Set up ad automations like automatic targeting based on real-time market signals and control ads using historical and real-time data.

• Create customized reporting dashboards, download ad campaign and search term reports, and set up reports using integration with other tools like Google Sheets, Zoho Analytics, etc.

Want to learn more about how atom11 can help your advertising optimization? Book a demo. 

FAQs

What are the different types of PPC on Amazon?

Amazon has three types of PPC ads. They are: Sponsored Product Ads, Sponsored Brand Ads, and Sponsored Display Ads. You can use atom11’s advanced tools to automate Amazon’s PPC ads and improve your campaign performance.

How does Amazon use PPC?

Amazon’s PPC advertising is a part of its entire advertising system. Using Amazon’s PPC ads, brands and sellers can target specific keywords and create ads highlighting their products that are displayed in Amazon search results or competitor product listings.

What is the strategy of PPC/What is the PPC strategy?

Effective Amazon PPC strategies include targeting the right keywords, especially long-tailed keywords, and creating compelling ad copies to attract relevant traffic. Plus, filtering negative keywords helps eliminate irrelevant searches. 

What are the three Amazon PPC campaigns?

Amazon offers three types of PPC campaigns: Sponsored Products, which promote individual product listings in search results; Sponsored Brands, which showcase multiple products along with your brand logo; and Sponsored Display, which targets audiences both on and off Amazon.

What is Amazon PPC optimization?

Amazon PPC optimization involves refining ad campaigns by adjusting bids, selecting relevant keywords, implementing negative keyword filtering, monitoring performance metrics, and using automated bidding strategies to improve ACoS (Advertising Cost of Sales) and maximize ROI. A well-optimized PPC campaign ensures higher visibility, better conversion rates, and efficient ad spend allocation.