Amazon PPC Management for Brands Looking for Experts and Agencies

Elise Jackson

Post details

  • AUTHOR: Elise Jackson
  • CATEGORY: Amazon Advertising
  • DATE: 04/12/2023

Think Amazon is as easy as stocking a load of products and selling for profit then think again. You’ve just reached the tip of the iceberg, and there’s an ocean of features below the surface that need your attention to be a successful brand in the marketplace.

Luckily, there are people (like us) out there who can guide you along your journey, or even ‌take the helm. It’s time to find out what agencies like This Is Unicorn, are all about…


Amazon Advertising Account Audit

In the vast wilderness of the Amazon ecosystem, PPC management refers to the practice of monitoring and managing the Pay-Per-Click advertising strategy of a brand on the platform. This comprises a variety of activities, including but not limited to topic research, bid management, ad placement optimisation, and performance analysis. The primary objective is to achieve the highest possible return on investment (ROI) from advertisements by ensuring that they reach the right people at the right time and with the best message.


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A well-thought-out Amazon PPC strategy is important for many reasons, such as:

  • Visibility and an edge in the market: Amazon’s marketplace is very competitive. A strong PPC plan helps brands stand out by making it easier for people to find their products among the millions of listings.
  • Cost-effective marketing: Efficient PPC management keeps advertising funds from going to waste. Brands can get more qualified leads without spending too much if they focus on the right keywords.
  • Decisions based on data: A solid strategy includes regular data analysis, which helps brands make smart choices about their marketing and quickly adjust to changes in the market or consumer trends.
  • More sales and money: In the end, it’s sales that make PPC ads work. Brands can get more sales and conversions by reaching out to potential customers at different points in the buying cycle.

Hiring PPC experts and agencies has a lot of benefits, both in terms of knowledge and experience. These specialists understand everything there is to know about the subject and are always learning new techniques to keep up with fresh trends and changes in the algorithm. This ensures that their strategies are always up-to-date and effective. Managing a PPC strategy eats up time and resources, which means brands can shift their attention to other important parts of their business by outsourcing this task to experts. Nice.

Another benefit is that agencies have access to advanced tools and analytical software. This technology offers deeper insights and more information about how campaigns are doing and how people are reacting, so they can make a more informed decision. PPC agencies are also very good at building strategies that are specific to your brand’s needs. These strategies are closely aligned with specific goals and target audiences, ensuring a more personalised and impactful approach.

At This is Unicorn, we have developed an Amazon PPC automation tool called Fern. Operating on the ‘if this, then that’ paradigm, Fern serves as your workflow automation solution, enabling you to optimise your Amazon ad campaigns according to performance metrics like TACOS for one or multiple products.


Amazon PPC Automation Tool - Fern


Furthermore, consider scalability. The ad requirements of a brand continue to evolve as the brand grows. PPC agencies can adjust their services to accommodate these changing needs, making sure that ads are optimised for the best results. Brands that want to stay ahead in a market that is constantly changing need to change with the times, which often isn’t always the case for in-house teams.


What to Look for in an Amazon PPC Management Expert or Agency

Experience in the field, and a glowing track record. Look for professionals who have not only set up campaigns but have also shown they can achieve real results, such as a better conversion rate or a higher return on investment (ROI). It’s also helpful if the agency has worked with similar companies in the past, whether that’s in terms of product type, market niche, or operational scale. This specific experience gives them the ability to make campaign strategies that are smarter and more effective, tailored to your brand’s particular needs and problems. The synergy of knowledge and expertise plays a significant role in how well these PPC campaigns perform.

A proficient PPC agency should also exhibit comprehensive knowledge that extends beyond just advertisements. It’s invaluable that they fully understand how Amazon’s A+ content (formally known as “enhanced brand content”) and SEO work together. Taking a broader perspective is important to make sure that all of your Amazon presence works in tandem, supporting and boosting each other. In addition, the agency should be skilled at creating and optimising A+ content material. To do this, you need to write content that not only resonates with your target audience but also follows Amazon’s SEO guidelines. Such content optimisation knowledge is key to making your products more visible and appealing on Amazon. A multifaceted approach is important for having a strong and well-rounded online presence.

The specialist or agency must be familiar with Amazon’s algorithm, which includes all the details that affect how products rank, to how visible they are on the platform. This deep understanding of how the algorithm works is pivotal, and it’s what separates great agencies from mediocre ones. Furthermore, the agency should be able to employ this understanding to develop strategic plans that harmonise with Amazon’s algorithmic preferences. The goal of these strategies is to improve your product’s ranking in search results, making it easier for the right customers to find and purchase. Strategic planning and algorithmic insight are important parts of making your product more visible on Amazon, reaching the right people, and ultimately generating sales.

However, don’t just dive in with the first agency that ticks off the first few boxes on your list. It’s essential to go with an agency that offers a transparent pricing structure with no hidden fees. A clear understanding of the costs involved is essential for effective budgeting and determining the potential ROI. The agency’s provision of detailed reporting is also critical. A competent agency will provide comprehensive reports that are simple and easy to understand. This transparency in reporting serves two functions:

  • It sheds light on the performance of your campaigns
  • Fosters trust and encourages open communication between you and the agency

Transparency is essential to developing a productive and trustworthy working relationship. And that’s what we want!


Amazon Advertising Account Audit


How to Choose the Right Amazon PPC Management Expert or Agency for Your Brand

Prior to looking for a PPC agency or expert, you need to know how much of your budget you’re able to allocate. Understanding your financial limits is fundamental because it helps you find agencies or professionals whose services fit within your cost bracket. It’s also important to take the time to really think about what you need from Amazon PPC management. Consider whether you need a full service that handles all of your PPC management or if you only need help with certain aspects, like keyword research or ad optimisation. A self-assessment not only narrows down your search, but also makes sure that you work with a service provider who can meet your specific needs.

Enquire about their experience, especially in your industry or product category. It’s great if the agency has experience running campaigns in your brand’s niche, as this often leads to more effective and targeted campaign strategies. Along with their relevant experience, it’s also important to determine whether they grasp all elements of Amazon’s PPC. Not only should they understand the basics, but they should also know about the latest developments and the newest features of the Amazon advertising platform. Adapting to the constantly changing digital market, an agency that keeps up with how Amazon PPC is changing is more likely to provide dynamic and effective advertising strategies.

It’s advisable to request references or testimonials from clients they’ve previously worked with. These first-hand accounts are very helpful because they show how well the agency works, how reliable they are, and how good their customer service is. This feedback tells you how well the agency is doing and how well they can meet client expectations. It’s also helpful if these references include examples of success. Feedback not only shows that the agency can deliver real results but also shows how well they can deal with problems and challenges. These success stories show how skilled the agency is and how dedicated they are to helping their clients succeed. It also gives you a better idea of what to expect from their services.

It’s also useful to examine the detailed case studies, as these should show the agency’s work in full, including the specific strategies they used, the problems they ran into, and what outcomes they achieved. The level of detail here makes it easier to gauge how the agency works and what it can do.

Along with reading the case studies’, closely look at the results they highlight. Look at these figures to see if they show significant improvements in key performance metrics like ROI, click-through rates, and conversion rates. A lot of the time these metrics show how well their strategies are working, and improvements in these areas show how well the agency can manage and improve PPC campaigns. Use this analysis to judge whether the agency’s approach and results are in line with what you want for your own campaigns.


Our Thoughts

In conclusion, good Amazon PPC management is important for the success of any business on Amazon. The best PPC expert or agency to hire will have experience with Amazon’s platform, including PPC, SEO, and content, and will also know how Amazon’s A9 algorithm works. It is important that you choose a partner whose costs and reporting are clear. Likewise, it’s important to work with an agency that fits your budget, meets your specific requirements, and has good client references and detailed case studies to back them up. Furthermore, applying a thorough selection process ensures that you partner with professionals who can significantly boost your brand’s visibility, sales, and growth on Amazon.


For an in-depth look at Amazon Ads check out our Complete Amazon Advertising Guide 👈

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Amazon Advertising Account Audit

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