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What are the 3 Amazon PPC campaigns?

Feb 2

You don't need to be a seasoned Amazon seller to learn about growing your sales. An Amazon PPC management program can increase your product's visibility and sales significantly. Setting up advertising on Amazon can be confusing, however. What is the Amazon advertising process? How can you run effective advertisements for your business? In what areas do those ads need to appear? That's what this article explains. If you are a new seller on Amazon and don't have much know-how of PPC campaigns, you can check Urtasker for any help you want. 

Amazon ads consist of the following types:

The main types of ads that you can create on Amazon are sponsored products, sponsored brands, and product display ads. 

Amazon Sponsored Product Ads

Pay-per-click campaigns involving sponsored products are similar to traditional PPC campaigns you might use in Google or Bing. This type of ad advertises specific, individual products using keywords and product targeting and appears alongside other products in search results or on product detail pages.

The three different types of keyword match are used in Sponsored Product ads to match the keywords that you bid on to the search queries of users. Here are the three types.

  1. Broad Match. Broad Matches allow for the most exposure and traffic. Keywords or synonyms of your keywords must appear in the search term of a customer. There is no set position for these keywords in the search query, so other words are permitted before, after, or between the keywords.
  2. Phrase Match. If you select phrase match type, you can display your ad when people search for your exact keyword, or when they search for your exact keyword amidst a sequence of words. Phrase matches are therefore more restricted than broad matches. As well as those searching for the exact keyword, Amazon will show your ad when some other term is searched before or after it.

You can still target your shoppers effectively while reaching more people by using phrase match. You can also benefit from these keywords by broadening your keyword coverage and increasing your ad reach.

  1. Exact Match. For Amazon Advertising to appear, your keyword must match the exact search term of the customer. Customers won't see ads if they search for other words before or after your exact match keyword, unlike the broad match or phrase match types discussed.

In spite of the limitations of this match type, it is usually more relevant for the buyer and aims to deliver ads to a very specific group of consumers. The best method for using exact match types on keywords related to your product is to use them directly on your top-selling products. The higher your bid for these keywords, the better. Most Amazon PPC agencies recommend this way. 

Negative Keywords: These are Keywords you don't want to advertise on or appear anywhere in search queries that produce your ads. Sellers and advertisers can modify the keywords, bids, and budgets of their campaigns, as well as the campaign's duration. It is not possible to change the product's title, image, or star rating for the ad because this information is taken directly from the information for the product. 

Advertisements on Amazon that are sponsored look nearly identical to unsponsored search results, apart from the "Sponsored" ribbon below the image. You can determine where your ad appears in Amazon's search results by looking at the Ad rank. As you are probably aware, Google determines ads' ranks based on the relevance of the ad to the searcher's query combined with the bid of the advertiser. On the other hand, Amazon bases its ranking of ads on what searchers are most likely to make a purchase. 

Amazon Sponsored Brand Ads

The next category is Sponsored Brand advertisements. This type of ad also uses keyword targeting as it is a pay-per-click ad. While Sponsored Product ads advertise one particular item at a time, Sponsored Brand ads present a few distinct products simultaneously.

All organic results and sponsored product ads appear below Sponsored Brand ads on search results pages. 

Sponsored Brand ads consist of two parts:

  1. The brand's logo and name can be found on the left. Depending on which half the shopper clicks, he or she will be sent either the brand's store page, a curated product collection page, or an Amazon custom URL.
  2. The seller has chosen to advertise certain products that are displayed on the right. After clicking on one of these products, you will be directed to that product's detail page.

Keyword targeting is also used for Sponsored Brand ads, just as it is for Sponsored Product ads. Advertisers can select from three categories of keywords available: exact, phrase, and broad. Bidding keywords will also be recommended based on your product information.

Amazon Product Display Ads

Lastly, there is Amazon Product Display advertising. Additionally, these ads take users to the product detail page through pay-per-click ads. Vendors only have access to these ads, unlike the previous two ad types. You won't be able to run these ads if you are not an Amazon vendor.

In addition to appearing on product details pages, these ads appear on the right rail of search results pages and at the bottom of search results pages. The offer listing page, customer review pages, and Amazon's marketing emails may also contain display ads. You can view them through desktop, mobile, and the mobile app of Amazon.

Product targeting type

A different targeting method also applies to this ad format compared to the others. The other used keyword targeting. You can choose to target products or interests. With product targeting, you can find products based on the titles or ASINs, or you can target product categories. A few months ago, the ad builder began automatically populating related categories based on the details you enter about your product.

Product Display Ads are different from the previous two ad types, as they allow sellers to design their own ads. As an added bonus, sellers can write a custom headline and include their brand logo. Display ads can also appear on a product's detail page. Display ads take up the most space on Amazon

Due to the lack of keyword targeting, bids are set per campaign. A single campaign will not allow adding bids based on a single category, so bids for one category will be higher than those for another category.


There is too much competition on Amazon for the quality of your merchandise to drive sales. Just selling a great product won't do. For your product to stand out in this crowded marketplace, you have to make it highly visible. You're more likely to make a sale if your items are easy to find.

Product exposure is achieved through Amazon PPC advertising. You can determine whether your product will rank high in searches by bidding on keywords. You can hire third-party Amazon PPC service sellers to handle PPC campaigns for you. Urtasker is such an agency that offers PPC advertising on Amazon and several other E-commerce platforms. They also provide expert opinions to their users on Amazon PPC management if there is a need to.