How to Create and Manage PPC Campaigns for New Product Launches on Amazon
Launching a new product on Amazon requires a well-planned PPC (Pay-Per-Click) strategy to gain visibility, drive initial sales, and establish organic rankings. Without existing sales history or reviews, new products face an uphill battle in search results. Amazon PPC campaigns help overcome this challenge by generating early traffic, sales, and reviews.
Step 1: Setting Up a Strong PPC Foundation for a New Product
Before launching a PPC campaign, ensure that your product listing is fully optimized with:
•High-quality images that showcase the product from different angles.
•A compelling product title with relevant keywords.
•Detailed bullet points and descriptions that highlight key benefits.
•Backend search terms to improve discoverability.
•Competitive pricing to attract early buyers.
Since new products lack sales history, PPC will be the primary driver of traffic in the beginning.
Step 2: Choosing the Right PPC Campaign Types for a New Product
To maximize visibility, use a combination of different Amazon ad types:
1. Sponsored Products (Best for Driving Sales & Visibility)
•Use automatic targeting to allow Amazon to test different search terms and discover profitable keywords.
•Run a manual campaign alongside auto campaigns to focus on high-intent keywords.
•Set up Exact Match and Phrase Match campaigns for precise targeting.
2. Sponsored Brands (Best for Brand Awareness & Discoverability)
•Create a headline ad with a custom brand message that directs shoppers to your storefront or product collection.
•Use category-specific targeting to show ads to shoppers browsing related products.
3. Sponsored Display (Best for Retargeting & Increasing Conversions)
•Retarget shoppers who have viewed your product but haven’t purchased.
•Target audiences who viewed competitor products with ASIN-based targeting.
Step 3: Keyword Strategy for a New Product Launch
Since new products don’t have historical keyword data, finding the right keywords is essential.
1.Use automatic campaigns to discover which search terms are converting.
2.Conduct keyword research with tools like Helium 10, Jungle Scout, MerchantWords, or Amazon’s auto-suggest.
3.Include long-tail keywords to attract high-intent shoppers with lower competition.
4.Analyze competitor listings to find relevant keywords.
5.Gradually refine your keyword list based on search term reports.
Step 4: Setting Competitive Bids & Budget Allocation
•Start with a higher daily budget to maximize visibility (at least $20–$50/day depending on competition).
•Bid aggressively on high-intent keywords to win top-of-search placements.
•Gradually adjust bids based on performance after collecting data.
•Increase bids for top-performing keywords and reduce spend on underperforming ones.
Step 5: Monitoring & Optimizing PPC Performance
New product campaigns require daily monitoring and frequent adjustments to ensure ad spend is being used effectively.
Metrics to Track:
•Impressions – Ensures ads are reaching a wide audience.
•Click-Through Rate (CTR) – Should be above 0.5% for relevant targeting.
•Conversion Rate (CVR) – Lower CVR could mean pricing, images, or reviews need improvement.
•Advertising Cost of Sales (ACOS) – Start with a higher ACOS (30-50%) to drive traffic, then optimize over time.
•Return on Ad Spend (ROAS) – A good benchmark is a ROAS of 2x or higher.
Optimization Strategies:
•Pause non-performing keywords that are getting clicks but no conversions.
•Use negative keywords to filter out irrelevant traffic.
•Increase bids for converting keywords to boost visibility.
•A/B test ad creatives and placements to find the best-performing ads.
Step 6: Scaling the PPC Campaign After Initial Launch
Once sales start coming in and organic ranking improves:
•Gradually reduce dependence on PPC as organic visibility increases.
•Shift budget towards high-performing keywords and ASIN targeting.
•Introduce retargeting ads to capture repeat visitors.
•Optimize product listings with social proof (reviews & ratings) to increase conversions.
Final Thoughts
A well-executed Amazon PPC strategy is essential for successfully launching a new product. By combining automatic and manual campaigns, aggressive bidding, keyword refinement, and continuous optimization, sellers can drive early sales, improve rankings, and achieve long-term success on Amazon.