Amazon PPC management, run on the reports.

What Amazon PPC management covers

Amazon PPC (pay-per-click) is the advertising auction inside Amazon: you bid on keywords, products or categories, and pay when a shopper clicks your ad. Managing it well is less about clever bidding and more about structure, hygiene and knowing the margin behind every product. Our Amazon PPC management service takes over the whole of that work inside your own Amazon Ads console — audit, structure, bids, negatives, reporting — as a standalone engagement or as part of full Amazon account management.

We do not run advertising in isolation. A campaign sending traffic to a listing with a weak main image, a lost Featured Offer or two weeks of stock left wastes money however clever the bids are, so reviews are tied to listing optimisation and inventory cover from the start.

How we structure Sponsored Products

Amazon’s own documentation defines the building blocks, and we use them as defined rather than inventing our own labels. An automatic campaign lets Amazon match your ad to shopper searches and product pages through four targeting groups — close match, loose match, substitutes and complements — and each group can carry its own bid. A manual campaign targets keywords you choose on broad, phrase or exact match, or specific products and categories.

• Automatic campaigns are run as a discovery layer. Each targeting group gets a bid that reflects how qualified its traffic usually is, and the search-term report is read on a fixed cadence rather than when someone remembers.
• Manual broad and phrase campaigns hold the mid-funnel terms that are still proving themselves, with bids kept modest until the data says otherwise.
• Manual exact campaigns carry the terms that convert, with the bid set per term. The same term is negated where it would otherwise compete with itself.
• Product targeting is used where a competitor’s detail page or a category is a better place to appear than a keyword, which is often the case for substitutes and accessories.

ACoS and TACoS: the two numbers we report

ACoS (advertising cost of sales) is ad spend divided by the sales attributed to those ads. TACoS (total advertising cost of sales) is ad spend divided by all sales of the product, organic included. ACoS tells you how efficiently a campaign converts its own clicks; TACoS tells you whether advertising is lifting the whole product or merely paying for sales you would have had anyway.

The two pull in different directions. At launch a high ACoS is normal because the aim is rank and reviews; for an established product, a falling TACoS alongside steady total sales shows organic position carrying more of the load. We do not quote benchmark numbers for either, because the right figure depends on your margin, your category’s referral fee and the product’s stage. Targets are agreed in the written plan and revisited monthly.

Why the Featured Offer decides whether ads can run

Sponsored Products ads need your offer to be the Featured Offer (the Buy Box) to be eligible to show. Amazon’s own guidance says the Featured Offer usually goes to the offer priced at or below the lowest alternatives on total price including shipping, that faster delivery helps, that an out-of-stock offer cannot be featured, and that an offer priced far below the market is paused while Amazon checks for a pricing error. Only Professional selling plans are eligible.

For PPC the consequence is blunt: if another seller holds the Featured Offer on a shared listing, or your stock runs out, the campaign stops serving and the report shows a drop that looks like an advertising problem but is not. Before a budget is raised we check eligibility and stock cover for every advertised ASIN.

PPC management for sellers in the UK, USA and Pakistan

Empowers Zone runs Amazon advertising for sellers on amazon.com and amazon.co.uk from three offices: the head office in Islamabad and teams in Liverpool and Brooklyn. UK sellers get a contact working UK hours, US sellers the same in the Eastern time zone, and sellers based in Lahore, Karachi or Islamabad who trade in the US or UK get a team that knows both the marketplace and the local company and banking set-up. The service is the same wherever you are, and the contact page reaches all three offices.

How pricing works

We do not publish a rate card, because the right fee depends on how many campaigns, marketplaces and ASINs are involved and on how much of the account we are also managing. The process is the same for everyone: a free consultation in which we look at your Ads console with you, a written plan that says exactly what we would change and in what order, and an agreed scope before any management begins.

Agencies price Amazon PPC in two broad ways. Percentage of ad spend scales the fee with the budget; it is simple but gives the agency a reason to like bigger budgets. A flat monthly retainer is fixed regardless of spend; it is predictable and keeps the incentive on efficiency rather than volume. We will set out which model fits your account in the plan, with the figure written down before you decide.

Choosing an Amazon PPC agency

Whoever you hire, a few checks separate PPC specialists from generalists. Ask whether campaigns will live in your own Ads console rather than the agency’s. Ask whether TACoS is tracked alongside ACoS. Ask how a lost Featured Offer or a stock-out is handled, because the answer shows whether they look beyond the advertising dashboard. And ask for a written plan before a contract.

What we need from you

• User-permission access to your Amazon Ads console and Seller Central reports — never your login details.
• Cost of goods and landed cost per product, so ACoS and TACoS targets are built on real margin rather than a round number.
• Your stock position and restock dates, so budgets are not pushed into products about to run out.
• Brand Registry status, because Sponsored Brands and Sponsored Display are only available to enrolled brands — see our Brand Registry service if you are not yet enrolled.