3 Sponsored Product Campaigns You Should Have For A Successful Launch

When launching a new product on Amazon, besides having an optimal product listing, having PPC campaigns set up properly is a prerequisite to success of your launch. I’m going to show you my Amazon PPC launch strategy that repeatedly helped my products become No.1 New Release on Amazon US, including my most recent launch.

Below are the three Amazon PPC sponsored product campaigns that you should have for your launch.

1. Auto campaign

Leverage the algorithm’s ability to find relevant search terms and products that will help you attract potential buyers. 

Basically, Amazon search engine will show your product ad to potential buyers in the search result based on search terms they use, or it will display your product ad on product listings that are either direct competitors or complementary to yours.

You don’t know what you don’t know. Your assumptions about what resonates with your product could be incorrect or incomplete. Therefore, during the early launch stage, let the Amazon algorithm, with its vast data vault and AI capabilities, to go out and discover what works for your product.

To learn more about how to optimise an Auto campaign after you set it up using negative targeting, watch my video below:

2. Exact Keyword Campaign

Target all highly-relevant keywords identified in your Keyword Research. These will mostly be long-tail keywords.

If you target short-tail keywords in your niche, be prepared for a high volume of clicks and rapid expenditure. Additionally, conversion rates for short-tail keywords are usually lower than those for long-tail keywords.

For a deeper understanding of long-tail vs. short-tail keywords, highly-relevant, and keyword match types on Amazon, watch my videos about Amazon Keywords – Everything You Should Know.

3. Product Targeting Campaign

Before you launch a product, you should have done competition research where you identify your top competitors. This research will also be an input to your Keyword Research, where you’ll use reverse ASIN lookup to extract your competitors’ keywords.

Place these in a Product Targeting campaign using “Exact” targeting, not “Expanded.” If you choose “Expanded”, it will function like an Auto campaign, showing your product alongside complementary and substitute products, which is already covered by your Auto campaign.

By selecting “Exact,” you can accurately determine if those ASINs are effective for your product and maintain better control over your ad spend.

I won’t go into detail about setting up these campaigns in this article, as it would be too lengthy. I’ve included links to relevant videos at the end of this article for you to learn more.

Additionally, a fourth type of PPC campaign that will boost your launch is Product Collection sponsored brand campaign. This campaign type is working well at the moment in most categories. However, this campaign requires certain criteria that are: your product must be brand registered, and there must be at least three ASINs of the same brand in the ad. So it may not be applicable to many newbie sellers. However, if you meet the above criteria, you should definitely try a Product Collection ad campaign in your launch.

4. Listing Optimisation Is Where You Make It or Break It

Now, beyond proper PPC setup, the most crucial aspect is having an optimized listing, including photos, videos (if any), copy, and backend optimization. This can make or break your Amazon FBA success; if your listing doesn’t convert visitors into customers, your ACOS (Advertising Cost of Sale) will be high, and your organic ranking could suffer due to a low conversion rate.

Here’s a quick example: Suppose you drive 500 clicks from PPC at $0.7 per click, totaling $350. With a Conversion Rate of 5%, you get 25 sales from $350 in ad spend.

Now, if your Conversion Rate is 10%, you’ll get 50 sales. Your sales have doubled with the same ad spend.

And remember, your sales from organic traffic will also increase, without any additional cost.

So having an optimized listing is essential for success on Amazon.

Before starting your campaigns, make sure you have a great product listing. It’s akin to preparing your house before inviting guests in.

That’s why I wrote the book: Zero to Bestseller – How To Build A 7-Figure Amazon Listing From Day One, which will provide you with all the knowledge and tools you need to create a bestseller product listing on Amazon. Check it out.