If you’re an Amazon seller looking to boost your product visibility, pay-per-click (PPC) advertising can be a powerful tool. However, it’s important to know the pros can con of doing PPC before diving in, especially when it comes to automatic campaigns. In this post, we’ll break down everything you need to know about Amazon automatic PPC campaigns so you can decide if they’re the right fit for your business.
What Are Amazon Automatic PPC Campaigns?
Amazon offers two main types of PPC campaigns: automatic and manual. With automatic campaigns, Amazon’s algorithm selects which keywords and products to target on your behalf. Instead of spending hours researching, you can let Amazon handle the heavy lifting. This approach can be especially appealing for newer sellers who aren’t yet familiar with effective keyword strategies.
Pros of Amazon Automatic PPC Campaigns
1. Time-Saving and Beginner-Friendly
One of the biggest advantages of automatic PPC campaigns is how much time you save. If you’re new to Amazon PPC, letting Amazon pick keywords for you eliminates guesswork and allows you to focus on other parts of your business. Because the system does most of the research automatically, you can gain valuable insights into high-performing keywords without having to test everything manually.
2. Quick and Easy Launch
Automatic campaigns let you get started fast. You simply set your budget, choose the products to advertise, and Amazon takes care of targeting. This can be ideal when you want to build initial awareness or gather data quickly before moving on to more advanced targeting methods.
3. Continuous Optimization by Amazon
Amazon continuously monitors and optimizes your automatic campaigns, adjusting which search terms trigger your ads. As more data comes in, Amazon refines the targeting, which can help you discover profitable search terms you might have missed on your own.
Cons of Amazon Automatic PPC Campaigns
1. Less Control Over Targeting
While automation is convenient, it also means you have limited control over which keywords your ads appear for. If Amazon’s algorithm targets irrelevant search terms or displays your ads for low-converting queries, you could end up paying for clicks that don’t lead to sales.
2. Potentially Higher Costs
Automatic campaigns can sometimes be more expensive because you can’t fine-tune your bids for specific keywords. If Amazon ends up targeting competitive or irrelevant terms, your budget might dwindle quickly. This can cut into your profit margins if you’re not closely monitoring performance.
3. Limited Insight into Niche Opportunities
Manual campaigns allow you to zero in on niche keywords that your competitors might be overlooking. Automatic campaigns, on the other hand, might not always catch these hidden gems. If you rely solely on automatic targeting, you could miss out on a valuable subset of potential customers.
Balancing the Pros Can Con of Doing PPC
The decision to use automatic PPC campaigns vs. manual campaigns depends on your specific goals, experience, and time constraints. If you’re just getting started or want a quick way to test the waters, automatic campaigns can be a great launch point. However, if you have the expertise and resources, layering in manual campaigns can help optimize your ad spend and capture those high-performing niche keywords.
Final Thoughts
Amazon automatic PPC campaigns provide a beginner-friendly way to break into paid advertising, saving you time and energy on keyword research. However, the convenience of these campaigns comes with trade-offs like less control and potentially higher costs. By understanding the pros can con of doing PPC in an automatic setting, you’ll be able to decide whether Amazon’s automated approach is right for your products. Over time, you might find the best results come from a mix of both automatic and manual PPC strategies—leveraging Amazon’s algorithm for broad reach while refining your ad spend on targeted keywords.
Use this knowledge to power your Amazon business forward, and remember to monitor your campaigns regularly. By staying on top of your advertising performance, you can ensure you’re getting the most out of every dollar spent and continue to grow your product visibility on Amazon.