Selling on Amazon has never been more competitive. With millions of sellers vying for consumer attention, simply having great products is no longer enough. Strategic advertising is crucial—and that means going beyond the basics. If you’re already running Amazon ads but aren’t seeing the ROI you’d like, it’s time to take things up a notch.
In this article, we’ll share 7 advanced tips to boost your Amazon ad performance, helping you attract more clicks, convert more customers, and get the most out of your advertising budget.
1. Leverage Search Term Reports for Negative Keyword Targeting
Amazon’s Search Term Report is a goldmine of insight into how shoppers are finding your products. It shows you which keywords trigger your ads, which lead to clicks, and—more importantly—what converts.
Here’s where the advanced strategy comes in: negative keyword targeting. By identifying search terms that result in clicks but no conversions, you can add them as negative keywords. This strategy helps eliminate ad impressions triggered by unrelated or low-converting search queries, ensuring your budget is spent on valuable traffic.
With placement modifiers, you can raise your bids specifically for high-visibility spots like the top of search results or product detail pages, giving your ads more exposure where it counts.
Tip: Regularly review your Search Term Report (at least once a week) and prune poor-performing keywords to improve ad efficiency.
2. Use Dynamic Bidding and Adjust Bids by Placement
Amazon allows advertisers to fine-tune their bidding strategy through Dynamic Bidding and Placement Adjustments. These features can significantly impact your ad visibility and conversion rates.
- Dynamic Bidding – Up and Down: Amazon automatically increases your bid for placements that are more likely to convert and lowers it when there’s a lower chance of a sale.
- Placement Adjustments:With placement modifiers, you can raise your bids specifically for high-visibility spots like the top of search results or product detail pages, giving your ads more exposure where it counts.
Advanced advertisers analyze which placements drive the most sales and then adjust bids accordingly to maximize ROI.
3. Segment Campaigns Based on Keyword Match Types
Instead of grouping broad, phrase, and exact match keywords into the same campaign, create separate campaigns for each match type. This level of granularity gives you greater control over your budget and performance tracking.
- Broad Match Campaigns help you discover new keyword opportunities.
- Phrase Match Campaigns refine traffic while still allowing for some variation.
- Exact Match Campaigns target high-converting keywords precisely.
This segmentation not only improves performance but also makes it easier to scale what’s working and eliminate what’s not.
4. Optimize Product Listings for Better Ad Performance
Your Amazon ads are only as effective as your product detail pages. A click that doesn’t convert is a wasted opportunity—and often, the problem lies on the product page itself.
Here’s how to optimize:
- Use High-Quality Images: Include lifestyle shots, zoomable images, and infographics that highlight key features.
- Write Keyword-Rich Titles and Bullets: Integrate relevant keywords to boost organic and paid visibility.
- Include A+ Content: Enhanced content helps build trust and educate shoppers, increasing conversion rates.
A well-optimized product page improves your Quality Score, which can lower your ad costs and improve placements.
5. Implement Dayparting Strategies
Dayparting—or ad scheduling—is an advanced tactic where you control when your ads run. This is especially useful if your data shows that certain times of day or days of the week yield better performance.
While Amazon doesn’t natively support dayparting, you can implement it through:
- Third-party tools like m19 or Channable
- Manual bidding adjustments based on historical data
By running ads during high-conversion windows and pausing them during low-performance hours, you can stretch your budget further and increase ROAS (Return on Ad Spend).
6. Test and Scale with Sponsored Display and DSP Ads
Most sellers focus heavily on Sponsored Products and Sponsored Brands, but Sponsored Display and Amazon DSP (Demand-Side Platform) offer powerful targeting capabilities beyond the search results page.
- Sponsored Display campaigns enable you to reconnect with potential buyers who previously browsed your listings or explored related products.
- Amazon DSP offers in-depth audience targeting and allows brands to serve ads across Amazon’s network and beyond, reaching shoppers at multiple touchpoints.
These ad types help you stay top-of-mind and re-engage shoppers who might not have converted on the first visit. Start small, test creatives and audience segments, and scale the winners.
7. Automate and Analyze with Advanced PPC Tools
Running high-performance Amazon ads at scale requires the right tools. PPC automation software like m19, Helium 10, or Channable can take your campaigns from good to great by providing:
- AI-driven bidding strategies
- Keyword harvesting
- Campaign automation
- Real-time analytics and reporting
These tools free up your time, reduce human error, and provide data-driven insights that manual management can’t match.
According to m19’s blog on Amazon ad strategies, leveraging automation enables sellers to stay ahead of the competition and optimize performance across thousands of SKUs with precision.
Bonus: Monitor Your TACoS and Not Just ACoS
While many sellers focus on ACoS (Advertising Cost of Sales), a more advanced metric is TACoS (Total Advertising Cost of Sales). It measures ad spend in relation to your total revenue, not just ad-attributed sales.
A low ACoS might look good, but if your total sales aren’t growing, your ads may not be driving business-wide success. Keep an eye on TACoS to understand the bigger picture of how your ads influence overall growth.
Final Thoughts
Improving your Amazon ad performance isn’t just about increasing bids or adding more keywords. It requires strategic thinking, data analysis, and continuous optimization. By implementing these seven advanced tips, you’ll be well on your way to running smarter, more profitable campaigns.