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PPC Strategies

This article is step 10 of our step-by-step guide to Amazon PPC Advertising

There are several different PPC Strategies that you can use, with each depending on the goal of your advertising campaign.


KEYWORD Strategies
Name Goal Strategy Also works for
Product Launch Generate first sales and increase organic ranking on specific keywords High budgets, high bids –> high ACoS, short time period (3-4 weeks), generally loss making Finding relevant keywords fast
Moderate Get additional sales to complete organic sales. Not loss making. Use ACoS and Target ACoS values to remain profitable
Targeted Boost your ranking on certain keywords Temporarily increase bids (higher ACoS threshold) on certain keywords Can be combined with Moderate
Defensive Defend your high ranking keyword from aggressive competitors looking to steal your top spot Periodically increase then decrease bids on specific keywords to avoid giving market share to competitors even though you are ranking near the top organically


PRODUCT Strategies
Attacking Drive sales from competitors Advertise your product on a competitor’s listing
Defensive Defend against competitors targeting your listing Advertise your own products on your own listings

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