Choosing the right Amazon PPC campaign type depends on your goals, budget, and experience level. Here’s a breakdown of the three main campaign types and when to use each:
1. Sponsored Products (Best for Beginners & Sales Growth)
What It Does:
•Promotes individual product listings in Amazon search results and product pages.
•Uses keyword targeting (manual or automatic).
Best For:
1. Boosting visibility and sales for specific products.
2.New sellers or those launching a new product.
3.Driving traffic to high-converting listings.
When to Choose It:
•You have a specific product you want to promote.
•You’re new to Amazon PPC and want an easy campaign to start.
•You want quick sales and measurable results.
➡ Example Use Case: A seller launching a new yoga mat and wants to appear in search results when customers type “non-slip yoga mat.”
2. Sponsored Brands (Best for Brand Awareness & Multiple Products)
What It Does:
•Displays your brand logo, headline, and multiple products at the top of search results.
•Only available to Brand-Registered sellers.
Best For:
1. Increasing brand awareness and driving traffic to your Amazon Store.
2. Promoting multiple related products in a single ad.
3. Competing with top brands in your niche.
When to Choose It:
•You have an established brand with multiple products.
•You want to stand out with visually appealing ads.
•You want to retarget customers who have interacted with your brand.
➡ Example Use Case: A skincare brand promoting a bundle of face wash, moisturizer, and serum under the search term “hydrating skincare set.”
3. Sponsored Display (Best for Retargeting & Competitor Targeting)
What It Does:
•Shows ads on Amazon and third-party websites.
•Targets customers who viewed your product but didn’t buy.
•Also targets audiences based on interests and behaviors.
Best For:
1. Retargeting shoppers who previously viewed your listing.
2. Targeting competitors’ products to steal their traffic.
3. Expanding reach beyond Amazon to increase brand exposure.
When to Choose It:
•You want to recapture lost sales from shoppers who didn’t convert.
•You have a high-ticket product that customers take time to consider before buying.
•You want to target customers who have viewed similar competitor products.
➡ Example Use Case: A high-end coffee machine brand showing ads on third-party websites to users who previously searched for “premium espresso machines” on Amazon.
Which One Should You Choose?
•New sellers → Start with Sponsored Products for direct sales.
•Brand-focused sellers → Use Sponsored Brands to showcase multiple products.
•For retargeting & competitor targeting → Use Sponsored Display ads.
Many successful sellers use a mix of these campaign types for maximum visibility and conversions. Would you like help structuring a campaign strategy based on your product category?