PPC is the only way to get initial data on a new product. Do not launch without it.
1. Ad Types
- Sponsored Products: The bread and butter. Looks like organic results.
- Sponsored Brands: Banner ads at the top. Great for brand awareness.
- Sponsored Display: Retargeting ads on and off Amazon.
2. The "Campaign Waterfall" Strategy
Start broad with an Auto Campaign to harvest keywords. Then move winners to a Broad Match campaign, then move those winners to an Exact Match campaign.
Always add Negatives to the previous campaign to prevent bidding against yourself.