Amazon PPC (Pay-Per-Click) is a powerful tool for e-commerce businesses- by implementing advanced strategies, Amazon sellers can drive high-quality traffic to their store page and ultimately increase conversions and profits.
The purpose of this outline is for us to explore the various aspects involved in unleashing the full potential of Amazon advertising campaigns through effective keyword research, bidding practices, campaign structure optimization, reports analysis, A/B testing methods, and more!
So what are you waiting for? We will provide critical insights into how marketers can leverage these strategy elements collectively to maximize performance from an online business’s existing ad investments on Amazon — positioning those pursuing success with digital marketing one step closer towards achieving better growth rates than ever before…
Amazon PPC (Pay-Per-Click) allows advertisers to create targeted campaigns that are designed with the goal of driving more sales, views, or clicks from users who may be interested in a specific product/service listing.
To begin running ads through Amazon PPC, it’s essential you understand some basic concepts such as keywords, ad types including:
With this understanding comes success – higher visibility which leads to increased engagement meaning potential customers can find exactly what they’re looking for, efficiently enhancing overall customer experience all around.
Keyword research is an essential element of Amazon PPC advertising success. Knowing the right keywords to target can ensure that your Amazon PPC ads drive more relevant traffic, improving performance and ROI. By conducting thorough keyword research upfront, you will be able to discover valuable insights such as popular search terms used by customers, high-converting long-tail keywords, and competitor’s strategies, which in turn may help inform decisions around ad campaigns, ad copywriting, or budget allocation for different campaigns/keywords.
Taking time on this step prior to launching a campaign ensures that there are clear objectives from day one about which audience segments you should seek out first while also laying down strong foundations going forward so changes based on learnings along the way can make a significant impact long-term.
Keyword discovery begins with evaluating existing data sources for search terms, competitor analysis, customer reviews, etc., to gain a better understanding of current market trends and consumer buying behavior in order to optimize PPC ads performance.
Additionally, leveraging powerful online keyword suggestion tools – such as Google’s AdWord planner or Moz Keyword Explorer – can help discover high-converting keyword match types that would otherwise be missed due to manual processes alone. The use of predictive analytics platforms like Editfox allows advertisers the insights needed into user intent behind each query combined with organized display options necessary for improved campaign management best practices.
Keyword research is a crucial step in any successful Amazon PPC advertising campaign. One of the most important objectives when conducting keyword research is to identify high-converting negative keywords that are specifically relevant to your product and its target market. By researching related terms, synonyms, misspellings, manual campaigns, sponsored brand campaigns, and sponsored product ads, as well as competitor analysis, you can develop an extensive list of targeted keywords for your campaigns.
Additionally, making use of available tools such as analytics will help provide invaluable insights into appropriate bids based on performance metrics like click-through rate (CTR) or cost per engagement (CPE), which helps further refine targeting efforts resulting in effective Amazon PPC ads with greater ROI from paid search ads.
Creating high-performing campaigns with Amazon PPC requires building a comprehensive campaign structure. Best practices for establishing an effective framework include:
Following these strategies can help advertisers maximize reach within budget while delivering best ROI possible.
Creating relevant ad groups is an important step in structuring successful Amazon PPC campaigns. Ad groups should be focused on particular products, services, or promotional offers within a campaign and feature-related keywords for placement optimization.
To maximize relevancy from search engine users, it’s best to include one narrower theme per group—splitting granularly where necessary so that each unique keyword has its own dedicated setting with respect to bids and budget settings.
Furthermore, ad copy should mirror the product being advertised while capturing the attention of potential customers quickly– making sure your ads don’t get lost in competitive searches.
When it comes to crafting compelling ad copy for a PPC campaign on Amazon, the key is to focus on providing value and appealing directly to customers.
When possible, try using unique language that captures attention; include features like discounts or free shipping where applicable. Include your brand name as well as product names at least once in each ad too. Finally, be sure you’re staying within character limits (including any extensions) so that users can see all of the details without having them cut off before they finish reading.
Bid optimization is one of the most important aspects of optimizing Amazon Pay-Per-Click campaigns. Bids can have a significant impact on campaign performance, as they determine how much an advertiser will pay each time their ad is clicked and ultimately their return on investment.
Bid management strategies involve making strategic bids at both the keyword level and account level so that ads are shown to users with intent for specific products or services while also being cost-effective enough to maximize profits over time. Proper bid adjustment allows advertisers to get more visibility when it matters most by targeting different groupings such as location, demographics etc., thereby increasing click rates and conversions from potential customers who are interested in what you offer.
It’s important to understand the various bid strategies and how they affect your campaign performance in order to optimize bids effectively. Amazon PPC offers several options, such as:
Understanding these different strategies enables marketers to set appropriate bids while taking into account varying market conditions across keywords.
Setting appropriate bids based on keyword performance is absolutely essential to optimizing your budget and getting the best return from your Amazon PPC campaigns. Keyword research, competitor analysis, campaign structure practices, and other aspects of advanced strategies all come together to help you make informed decisions when setting existing or new bid prices.
By analyzing metrics relating to click-through rate (CTR), conversion rate (CR) Advertising Cost of Sale(ACoS), and Return On Ad spend (ROAS). Ultimately, it doesn’t matter how great your ads are if they’re not paired alongside an effective bidding strategy that reflects overall goals.
Utilizing product targeting campaigns is indeed a powerful way to maximize the effectiveness of Amazon’s PPC strategies. With product targeting, ads can be tailored to reach specific customers who are more likely to purchase the products being advertised.
This increases visibility and allows for better control over where your ad dollars are going by targeting those most interested in what you’re selling. To set up this type of campaign, advertisers should create targeted keyword lists related specifically to their products or services as well as competitor offerings that users may also find interesting. These lists will influence which search results in an ad appears on when triggered by user searches within Amazon’s platform.
Exploring refined audience targeting allows Amazon PPC advertisers to target highly-specialized, specific audiences and generate higher conversions. Advertisers should take advantage of customer interest segments provided by Amazon Advertising such as age range, gender breakdowns, or interests − allowing campaigns to accurately reach a desired demographic while maximizing tighter budgets.
Custom parameters can also be set up using keywords for more detailed segmentation options like job title or marital status which could prove beneficial in high competition markets from other competitors who might not have employed tightly targeted ads yet.
Dayparting in Amazon PPC strategies involves setting different bids for specific times of the day to reach target customers during peak hours and they’re most likely to click on an ad. This method not only helps advertisers save costs but also allows them to customize campaigns according to their objectives.
Dayparting requires proper bid management, tracking performance metrics over a certain period of time, making adjustments based on results gathered from testing multiple variations, including budget allocation changes or shifting focus entirely towards selected segments. Setting competitive bids is essential when it comes dayparting as this empowers brands with accurate targeting capabilities that drive more efficient customer acquisition rates at lower cost per conversions than other options available online (e-commerce).
Staying up-to-date with Amazon advertising updates is a never-forget part of any successful PPC campaign. To ensure compliance and avoid costly setbacks, advertisers should closely monitor changes to Amazon’s policies for each supported region.
It’s important to thoroughly read the latest information provided by AWS Asia Pacific or your regional partner sites regarding new terms, features, products campaigns limits, and other areas that could impact how you promote on their platform. Additionally, understanding applicable legal restrictions can help protect yourself against potential violations while ensuring a positive consumer experience going forward.
Utilizing Amazon’s resources and support can help ensure full utilization of available features to achieve desired results. By consulting advertising blogs, webinars, guides, and customer service representatives regularly for the latest changes in bidding tactics or ad targeting options – sellers can be well-equipped when making decisions related to optimizing their campaign performance.
Amazon PPC is an incredibly powerful tool for eCommerce businesses to drive sales. Advanced strategies can help unlock the full potential of Amazon Advertising and optimize campaigns efficiently.
A thorough understanding of keyword research, campaign structure best practices, bid management techniques, advanced targeting options as well other key concepts are critical in leveraging maximum performance from your ads.
Furthermore it’s important to stay up-to-date with changes on the platform both in terms of policy updates and algorithm shifts that impact ad visibility or cost efficiency – all while properly monitoring existing campaigns and finding areas where improvements can be made for better return on investment.
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When this apartment complex client partnered with PPC.co, their goal was clear: generate more qualified leads through Google Ads. In just 60 days—from January to March 2025—we transformed their paid acquisition performance. Total conversions more than tripled, jumping from 10 to 32, while the overall conversion rate soared by over 300%. At the same time, we drove down the cost per conversion by 44%, delivering significantly more leads at a much lower cost.
By strategically combining Performance Max and high-intent Search campaigns, we not only increased lead volume but improved overall efficiency and ROI. This rapid and measurable improvement underscores the value of data-driven optimization and expert campaign management.
This case study is a testament to what can happen when a well-structured campaign meets expert strategy and continuous optimization. Whether you're launching a new property or looking to boost occupancy in a competitive market, PPC.co delivers real results—fast.
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Whether you’re a life coach or a business coach, you need a steady flow of leads to stay profitable. It’s not enough to post on social media. No matter how popular you become, being well-liked and even loved doesn’t guarantee clients.
For coaching businesses, pay-per-click (PPC) campaigns can be a powerful way to attract high-intent leads – people actively looking for transformation, accountability, and clarity. But you can’t just throw some ads up on Google and expect results. You need a strategy that uses the right targeting, messaging, and structure to avoid expensive lessons in trial and error.
In this guide, we’ll break down the essentials of building cost-effective PPC campaigns designed specifically for coaches who want conversions, clients, and growth.
The first step to creating any high-performing PPC campaign is identifying what your potential clients are searching for online. PPC ads show up in search results (Google, Bing) and social media feeds (Facebook, LinkedIn, TikTok) based on the phrases users type into the search bar when looking for content.
To get your ads seen by your ideal clients, you’ll need to tap into their innermost thoughts – like a burned out executive searching TikTok at 2:00 a.m. for “how to find my purpose” or “how to get a promotion.” You’ll want to target searches that indicate the user is unhappy and is looking for a solution that coaching can help them achieve.
Not all keywords are equal. You’ll get more leads that convert by targeting keywords that indicate a user is ready to take action. Use tools like Google Keyword Planner, Semrush, and Ubersuggest to find keywords with strong intent. High-intent searches might include phrases like:
· Business coach for entrepreneurs
· Life coaching to reduce stress
· Life coaching to find my purpose
· How to grow my small business fast
· Career transition coaching
These and similar phrases related to your coaching business will be the foundation for your paid ad campaign on any platform.
The customer journey consists of three stages that lead someone into the buying stage:
· Stage 1: Awareness. The prospect is aware they need help, but they don’t know exactly what they need or how to get it.
· Stage 2: Consideration. The prospect has named their problem and are actively looking for a solution.
· Stage 3: Decision. The prospect knows they want to work with a coach, and they’re in the process of deciding who to work with.
If you’re running a full marketing campaign with email marketing, you’ll want to run ads that address leads in all three stages. The people you capture in stages one and two will need to be nurtured over time through email. Leads you capture in stage 3 can be more easily turned into a paying client faster. If you aren’t capturing emails yet, only target leads in stages two and three for the best results.
No matter what type of coach you are, your ideal clients will have a variety of goals and pain points. Not everyone will share the same concerns or desires. For example, some business owners want to grow their business and open new locations, while others want to build a stronger team or increase their revenue. Some life coaching clients want better relationships while others want to find their life purpose. When you run ads, your target market needs to think, “this ad is for me.” Generic copy won’t cut it.
You’ll need to run a different ad campaign aimed at each client avatar. To get the most conversions, you’ll need to reach one avatar at a time. Speaking to one avatar in your ads and landing page copy allows you to go deep into their needs, fears, hopes, worries, and concerns. The more specifically you can connect with people, the more likely they are to convert.
To figure out what your ideal clients want, think about their struggles and the potential keywords they might be searching on various platforms. For example, a lot of people are unhappy at work. In this case, potential keywords they might be searching for include:
· How to find a job that doesn’t suck
· How to handle conflict at work
· How to win respect at work
Once you know the pain points you want to target, craft your messages so they speak to emotional triggers. People respond to a sense of urgency (“Burned out? Don’t wait”), personal growth promises (“Find your life purpose in 90 days”), and emotional relief (“Stop second-guessing yourself”). Speak to where your ideal client is right now and show them you can take them where they want to be.
Using this information, you’ll craft ads with headlines, copy, and corresponding landing page copy that speaks directly to your ideal clients. For example, your ads might look like this:
Problem/Keyword search: How to find a job that doesn’t suck
Ad headline: Hate Mondays? Let’s Fix That.
Ad copy:
You spend 90,000 hours of your life at work. Shouldn’t more of them feel fulfilling? Learn how to reconnect with purpose and enjoy what you do. Book your free clarity call now.
Problem/Keyword search: How to handle conflict at work
Ad headline: Tired of Office Drama? Here’s Your Way Out
Ad copy:
Learn strategies to set boundaries and manage work conflict like a pro. Click for a free strategy session.
Problem/Keyword search: How to win respect at work
Ad headline: Feel Invisible at Work? Let’s Change That
Ad copy:
You’ve got the skills. You put in the hours. But the recognition never follows. Sound familiar? Respect isn’t about being louder – it’s about confidence, clarity, and strategy. Book your free consultation and finally be recognized for your full value.
Just like each of your ads target a specific avatar, your landing pages need to do the same. Don’t send traffic to your homepage. Your landing page should reflect exactly what your ad promised.
If your ad says, “Executive Coaching for Burnout Recovery,” then the landing page should address burnout, speak directly to executive professionals, and offer a call-to-action (CTA) for a discovery call.
Effective landing pages consist of the following elements:
· A dedicated page made just for your ad
· A seamless transition from ad to landing page
· A clear headline that addresses the pain point directly
· Testimonials or results from real clients if possible
· A strong CTA, like “Book your free 30-minute breakthrough session”
· A clickable phone number or link to book a call immediately
Remember, you’re not selling coaching services. You’re selling a better version of your prospect’s life. Make sure your copy reflects that.
Coaches often underspend on ads, thinking they can game the system with just $5/day. That’s not an effective strategy. What you may not realize is that setting a low budget actually reduces the number of people who see your ad. Your ad visibility increases the more you spend.
Start with a modest, but meaningful budget of at least $1,500-$2,000 per month. The good news is your cost per click (CPC) will be significantly lower than other industries, like legal and insurance. However, if you’re not sure how to set a PPC budget or handle bidding strategies, hire a professional PPC agency to manage your ads. It’s the easiest way to avoid costly mistakes.
Your ads should target the right people at the right time.
First, think about your ideal client who is looking for your services.
Who hires coaches? Usually, it’s:
· Entrepreneurs who feel stuck or overwhelmed
· People who want to start a business, but don’t know where to begin
· Mid-level professionals seeking career growth
· High achievers facing burnout
· People at a personal crossroads (divorce, job loss, mid-life crisis, etc.)
Once you pinpoint who might be looking for your services, you’ll need to choose the right advertising platforms. Your main options are:
· TikTok Ads
· Instagram Ads
· Pinterest Ads
Advertising on each of these platforms comes with pros and cons – some are specific to coaching services. For example, while Pinterest is likely cheaper than Google, Pinterest leads might not be committed. However, TikTok and YouTube users frequently search for solutions to specific problems.
You might be surprised to learn that TikTok is a gold mine for coaching businesses. It’s not just an app for teens. Over 71% of TikTok’s users are between 18-34 years old, and 32% are 25-34 years old.
Unlike other platforms, TikTok doesn’t function like a typical social media platform where the purpose is to build a community. It’s more like an outreach platform and people are constantly discovering new content creators. The algorithm’s goal is to get as many people watching content for as long as possible. To achieve this, users are given content based on their interests, not just from people they follow. You don’t need followers or viral content to get seen. Each video stands alone in the algorithm and has an equal chance at getting attention.
People use TikTok to find insights and advice on just about everything you can imagine, including personal and business-related situations. While you can run ads on TikTok without a following, it helps to have an established account with solid content. You’ll build more momentum this way, and you can boost your native content to earn more trust across the platform.
Additionally, TikTok ads can target users based on hashtag interactions. People use hashtags on TikTok to find content more than any other platform. If you’re not advertising on TikTok, you’re missing out on clients.
Coaching clients aren’t impulse buyers, and they need to see your face and personality to know if they want to work with you. Wherever you run ads, you can expect people to click on your account to check you out. You’ll get more conversions by publishing short, engaging videos that show your authenticity and provide inspiration and support.
Whichever platform(s) you choose to advertise on, make use of custom audiences to target your potential leads as specifically as possible.
Everyone wants clarity, but not everyone wants to pay for it. That’s why you need to block certain searches using negative keywords. You don’t want your ads to show up for people who are just curious, looking for freebies, or looking for unrelated services. They’ll just click on your ads, waste your ad budget, and potentially waste your time if they sign up for a free call.
Suggested negative keywords for coaches include:
· Free coaching session
· Coach training program (these people want to be coaches, not hire one)
· Sample coaching questions
· Coaching worksheets pdf
Defining these and similar negative keywords will keep your clicks high-quality and your cost per lead low.
It can be exciting to see how many people are viewing and clicking on your ads, and there is a time and place to assess impressions and clicks. However, unless you’re focused on optimizing your ads, forget click-through rates (CTR) and look at how many calls you’re getting booked, how many contact forms are being submitted, and how many email addresses you’re collecting through your lead magnet downloads.
It’s crucial to know which campaigns are bringing you results so you can cut the ones that aren’t working.
People don’t usually buy high-ticket coaching packages the first time around. They need time to research, investigate, and consider their options. You might get some clicks and email signups from your ads that don’t turn into paying clients right away. That’s where remarketing comes in.
Set up ads on Google and Facebook to follow users who have already clicked on your ads and visited your website. Since these ads will be displayed only to people who have already interacted with your brand, you can use different value points to engage them, like testimonials, free guides, and limited-time offers.
Facebook retargeting options are pretty specific compared to other platforms. Since Facebook and Instagram are both owned by Meta, you can target people who have interacted with your Instagram page, too. You can even upload a list of your existing email subscribers from your segment that hasn’t yet converted and target them with relevant ads.
At PPC.co, we help life and business coaches run PPC campaigns that turn clicks into clients. Whether you’re scaling a coaching business or launching your first coaching program, we’ll help you connect with the people actively searching for your services.
Contact us today for a free digital marketing consultation and let’s start turning your ads into paying clients.
