Launching a new product on Amazon is exciting — and risky.
You’ve got your listing, your inventory, and your expectations. But without a dialed-in PPC strategy, most launches fail to gain traction — or worse, they burn through ad budgets without any real momentum.
In this guide, we’ll break down the best PPC strategy to:
✅ Generate real data fast
✅ Drive ranking for the right keywords
✅ Scale without overspending
✅ Turn traffic into traction
🚀 The Goal of a Launch PPC Strategy
At launch, your goals aren’t profit. Your goals are:
- Sales velocity
- Keyword rank
- Data clarity (what’s working, what’s not)
You’re buying visibility. So your campaigns need to be clean, controlled, and strategic from Day 1.
🧱 The 3-Part PPC Launch Framework
1. Auto Campaign (Exploration Mode)
- Set a tight budget ($10–$30/day)
- Use low bids to discover converting search terms
- Let Amazon’s algorithm gather data on your listing
📌 Use 1 ad group, 1 ASIN, and monitor search terms daily.
2. Manual – Exact Match Campaign (Top 5–10 Keywords)
- Choose 5–10 high-relevance keywords using Helium 10, DataDive, or Brand Analytics
- Bid aggressively on exact match to drive rank and sales velocity
- Optimize based on ACOS and conversions over 7–10 days
📌 These are your “launch keywords.” Build organic rank here.
3. Product Targeting Campaign (Defensive + Offensive)
- Target complementary ASINs and competitor listings
- Helps get visibility in the “Compare With Similar Items” section
- Great for new products with few reviews (steal their traffic!)
📌 Use strategic ASIN selection — don’t waste money on mega-competitors.
💸 Budget Allocation Strategy
Start with:
- 50% to Exact Match
- 30% to Auto
- 20% to Product Targeting
This helps prioritize ranking keywords while still exploring new traffic paths.
🔄 What NOT to Do During a Launch
❌ Don’t launch with broad match
❌ Don’t run 10 campaigns before you have data
❌ Don’t let auto campaigns run wild — negate irrelevant terms
❌ Don’t expect profit in the first 2–4 weeks
Your goal is momentum, not margin.
📈 Week-by-Week Plan
Week 1–2:
- Launch all 3 campaigns
- Focus on CTR and conversion rate
- Adjust bids every 3 days
- Start negating irrelevant terms from Auto
Week 3–4:
- Pause non-converting search terms
- Double down on high-converting exact keywords
- Add keyword winners from Auto → Exact campaigns
- Expand ASIN targeting to new competitor listings
🧠 Bonus Tip: Pair With External Traffic
Use:
- Amazon Attribution + influencer posts or email traffic
- Brand referral bonus if applicable
- Organic posts on Instagram, TikTok, or Meta Ads with Amazon destination URLs
This sends quality traffic → improves engagement → boosts organic rank.
📊 Track These Metrics
- Click-through rate (CTR) — aim for 0.35%+
- Conversion rate (CVR) — aim for 15–25%
- ACoS — expected to be higher in launch (50–100% is common early on)
- Impressions & rank position on top keywords
✅ The Payoff: Rank, Reviews, and Real Momentum
By Week 4, you should:
- Know your converting keywords
- Start ranking organically
- Have early reviews
- Be able to pause low-performing campaigns and scale what’s working
This is where the real growth begins.
Final Thoughts
The best PPC strategy for product launches isn’t complex — it’s disciplined.
✅ Start lean
✅ Target with intent
✅ Let the data lead
✅ Iterate weekly
Launching right sets the tone for long-term success.
