Amazon PPC Advertising: Complete Guide 2026

Updated: March 25, 2026

Master Amazon Advertising

PPC advertising is essential for Amazon success. Here's everything you need to know.

Campaign Types

1. Sponsored Products

Best for:

Features:

2. Sponsored Brands

Best for:

Features:

3. Sponsored Display

Best for:

Features:

Targeting Options

Keyword Targeting

- Searches containing your keywords

- Highest reach, lower relevance

- Exact phrase in search

- Balanced reach and relevance

- Precise keyword only

- Highest relevance, lowest reach

Product Targeting

- Target entire categories

- Refine with filters

- Target specific ASINs

- Competitor products

Bidding Strategies

1. Dynamic - Down Only

Amazon lowers bids when less likely to convert.

Best for: New campaigns, tight budgets

2. Dynamic - Up and Down

Amazon adjusts bids up or down based on conversion likelihood.

Best for: Established campaigns, growth focus

3. Fixed Bids

Amazon uses your exact bid amount.

Best for: Maximum control, specific strategy

Campaign Structure

Recommended Structure

Brand Name

├── Auto Campaign

├── Sponsored Products

│ ├── Exact Match

│ ├── Phrase Match

│ └── Broad Match

├── Sponsored Brands

│ └── Brand Keywords

└── Sponsored Display

└── Retargeting

Budget Allocation

Optimization Techniques

Weekly Tasks

- Irrelevant search terms

- Low-converting queries

- Increase for high-performing

- Decrease for low-performing

- Find new keywords

- Identify waste

Monthly Tasks

Key Metrics

Common Mistakes

Advanced Strategies

1. Dayparting

Run ads during peak conversion times.

2. Placement Adjustments

Increase bids for top-of-search placement.

3. Portfolio Budgets

Share budget across campaigns.

4. Seasonal Adjustments

Increase budget during peak seasons.

*Need help with Amazon advertising? Contact Account Health Desk.*