Running a successful Amazon PPC (Pay-Per-Click) campaign requires more than just setting a budget and letting it run. Amazon’s advertising platform can significantly boost your visibility and sales, but only if it’s managed properly. Many sellers make avoidable mistakes that cost them money and diminish their returns. Below are seven common Amazon PPC mistakes you’ll want to steer clear of if you’re aiming for profitable and scalable campaigns.
1. Not Using Negative Keywords
One of the most common and costly mistakes in Amazon PPC campaigns is ignoring negative keywords. These are terms that you don’t want your ads to show up for. Without them, your ads may appear for irrelevant search terms, resulting in wasted clicks and poor conversion rates.
For example, if you’re selling premium leather wallets and someone searches for “free leather wallet,” your ad might show up—unless “free” is part of your negative keyword list. Make it a habit to regularly update this list based on performance data to avoid irrelevant traffic.
2. Poor Campaign Structure
Think of your PPC campaign like a filing cabinet. If everything is jumbled together, finding what works and what doesn’t becomes a nightmare. A poorly structured campaign mixes different match types, unrelated products, or target audiences into one ad group, making optimization nearly impossible.
Instead, break campaigns down by product type, keyword match type, and performance objectives. This allows for more accurate reporting, better budget allocation, and easier scaling.
3. Ignoring Long-Tail Keywords
Many sellers focus exclusively on high-volume, broad keywords. While it’s tempting to chase terms like “running shoes” or “kitchen knives,” these generic searches are often expensive and highly competitive. They may result in clicks but not always conversions.
Long-tail keywords, like “men’s trail running shoes size 10”, might have lower search volume, but they often convert at a much higher rate. Diversifying your keyword strategy to include these hidden gems can drive more qualified traffic at a lower cost.
4. Setting and Forgetting Campaigns
Amazon PPC is not a “set it and forget it” solution. Regular monitoring and optimization are necessary to ensure continued performance. Failing to review your campaigns can result in budget misallocations, dwindling ROI, and lost opportunities for growth.
As a best practice, review your campaigns at least once a week. Look at metrics like ACoS (Advertising Cost of Sale), CTR (Click-Through Rate), and conversion rate to make informed decisions on bids, targeting, and negative keywords.
5. Not Monitoring ACoS Closely
ACoS is a crucial metric in Amazon advertising. It tells you how much you’re spending on ads to make a sale. A high ACoS can quickly eat into your margins, especially if you’re not pricing your products accordingly or if your ads are inefficient.
Determine your target ACoS based on your profit margins and monitor it consistently. If your actual ACoS is higher than your target, it’s time to revisit your keywords, improve listing quality, or adjust bids.
6. Skipping Automatic Campaigns
Some sellers dismiss automatic campaigns thinking manual is always better. While manual targeting gives you control, automatic campaigns are incredibly useful for keyword discovery. Amazon’s algorithm finds related customer search terms that you might not have considered.
Run automatic campaigns alongside manual ones. Use the data from automatics to discover high-performing keywords and then move them into your manual campaigns for more control and performance optimization.
7. Not Optimizing Product Listings
Your PPC campaigns are only as good as the product listings they promote. You can have the best keyword strategy but if your listings are weak—poor images, unclear bullet points, or unconvincing copy—your conversion rate will suffer, and ACoS will climb.
Ensure that your product title, images, key features, and description are all optimized for conversions. Align your ad copy with the search intent behind the keywords you’re targeting for better relevance and results.
Conclusion
Amazon PPC is a powerful tool for boosting product visibility and sales, but only when executed correctly. By avoiding these seven common mistakes—from ignoring negative keywords to neglecting listing optimization—you can create smarter campaigns that deliver more qualified traffic, better ROI, and ultimately, greater success on Amazon.
Keep testing, analyzing, and optimizing. The Amazon marketplace is competitive, but with a well-managed PPC strategy, your products can stand out and sell more efficiently.
