Amazon PPC: What’s the Best Approach to Scale Ads in 2025?

TL;DR

• Scaling Amazon PPC in 2025 requires AI-driven automation, data analysis, and strategic ad placement.

• Optimizing for voice search and video ads improves engagement and conversion rates.

• Negative keywords help reduce wasted ad spend and improve targeting efficiency.

• Focusing on high-margin products ensures better ROI when scaling campaigns.

• New Amazon ad features like Marketing Stream and DSP provide advanced targeting options.

• Working with PPC experts or agencies streamlines campaign management and maximizes profits.

Scaling your Amazon Pay-Per-Click (PPC) campaigns in 2025 requires a smart, data-driven strategy. With increasing competition and Amazon’s evolving advertising platform, sellers need to adopt advanced tactics to maximize their return on investment. Whether you’re an experienced seller or just starting to scale, the right approach can help you achieve long-term success. In this blog, we’ll explore ten powerful strategies to take your Amazon PPC campaigns to the next level.

1. Leverage AI and automation

Artificial intelligence (AI) and automation have transformed the way Amazon PPC campaigns function. AI-powered tools help optimize bids, identify high-performing keywords, and analyze large amounts of data in real-time. Automation allows sellers to set rules that adjust their campaigns dynamically, reducing the need for constant manual intervention.

For example, AI can detect when certain keywords perform well and automatically increase bids to maximize visibility. Similarly, if a keyword has a high cost per click (CPC) but low conversions, automation can lower the bid to prevent wasted ad spend. AI also helps in predicting trends, allowing sellers to optimize their campaigns proactively instead of reactively.

What to do:

• Use AI-based tools to automate bid management and keyword optimization.

• Monitor AI recommendations and make manual adjustments when necessary to align with your budget and goals.

• Test different automation strategies to find the best combination of AI-driven and manual adjustments.

2. Optimize for voice search

As voice-activated devices like Amazon Alexa and Google Assistant become more popular, shoppers are using voice search more frequently to find products. Unlike traditional text searches, voice searches are more conversational and longer in format. This shift means that sellers need to optimize their PPC campaigns with natural, long-tail keywords that match how people speak.

For example, instead of targeting "wireless earbuds," a voice search query might be "best wireless earbuds with noise cancellation under $100." Including these longer, more specific phrases in your PPC strategy can help your ads appear in relevant searches.

What to do:

• Incorporate long-tail, conversational keywords into your ad campaigns.

• Optimize product descriptions to match common voice search queries.

• Use question-based phrases that align with how people ask for product recommendations through voice search.

3. Invest in video advertising

Video content has proven to be one of the most effective ways to engage online shoppers. Amazon now offers video ad formats that allow sellers to showcase their products in action, explain key features, and build trust with potential customers. A well-crafted video ad can lead to higher click-through rates (CTR) and conversions.

Instead of just using static images, a short video demonstrating how a product works or highlighting its benefits can significantly influence a shopper's buying decision. Engaging storytelling and high-quality visuals are essential in making video ads effective.

What to do:

• Create professional, high-quality videos that showcase product features and benefits.

• Use storytelling techniques to make your ad more engaging and relatable.

• Test different video formats and analyze performance data to refine your approach.

4. Implement negative keywords

One of the most common mistakes in PPC campaigns is wasting money on irrelevant clicks. Negative keywords help prevent ads from appearing in unrelated searches, ensuring that your budget is spent on high-intent customers.

For example, if you sell premium watches, you might want to exclude terms like "cheap watches" or "free watches" to avoid clicks from shoppers who are unlikely to convert. Regularly updating your negative keyword list helps refine targeting and improves your campaign’s efficiency.

What to do:

• Regularly review search term reports to identify irrelevant searches.

• Add negative keywords to prevent your ads from appearing in unrelated search queries.

• Continuously refine your negative keyword list to optimize campaign performance.

5. Focus on product profitability

Not all products are worth scaling through PPC. Some products have low-profit margins and high advertising costs, which can result in reduced returns. The key to scaling PPC ads is identifying and focusing on high-margin products that bring the best return on investment (ROI).

By analyzing sales data and profit margins, you can prioritize ad spend on products that generate higher revenue. Scaling campaigns for top-performing products will help you maximize your ad budget while ensuring long-term profitability.

What to do:

• Analyze each product’s profit margins before increasing ad spend.

• Focus on advertising products that already perform well organically.

• Reduce ad spend on low-margin or slow-moving products.

6. Utilize Amazon’s new features

Amazon continuously updates its advertising platform, introducing new tools and features that help sellers improve their PPC campaigns. Sellers who quickly adopt these features gain a competitive advantage by optimizing their ads more effectively.

For example, Amazon Marketing Stream provides real-time insights into customer behavior, allowing advertisers to adjust bids based on peak shopping hours. Amazon DSP (Demand-Side Platform) enables more advanced targeting, reaching audiences outside of Amazon’s ecosystem.

What to do:

• Explore Amazon’s latest ad formats and bidding strategies.

• Test new features like Amazon Marketing Stream and Amazon DSP for better targeting.

• Stay updated with Amazon’s announcements to implement new tools as soon as they become available.

7. Work with an Amazon Ads management agency

Scaling PPC campaigns requires expertise, data analysis, and continuous optimization. Managing these tasks in-house can be overwhelming, especially for growing businesses. Partnering with an Amazon ads management agency provides access to expert strategies, ensuring your campaigns run efficiently.

These agencies have advanced tools and industry insights that allow them to optimize ad performance better than most in-house teams. They can help with bid management, keyword research, competitor analysis, and overall campaign strategy.

What to do:

• Research the best Amazon PPC management agencies with a strong track record in Amazon PPC.

• Choose an agency that aligns with your business goals and budget.

• Regularly review performance reports to ensure the agency is meeting your expectations.

8. Monitor and adjust ACoS regularly

Advertising Cost of Sales (ACoS) is one of the most critical metrics in Amazon PPC. A high ACoS means that advertising costs are eating into your profits, while a low ACoS indicates a more efficient campaign.

Scaling PPC requires constant monitoring of ACoS to ensure a balance between ad spend and revenue. Adjusting bids and refining keyword targeting can help maintain a profitable ACoS while expanding your campaign reach.

What to do:

• Set a target ACoS based on your product’s profit margins.

• Adjust bids regularly to maintain a balance between cost and revenue.

• Use performance data to refine keyword targeting and ad placements.

9. Use cross-channel advertising

Relying solely on Amazon PPC may limit your brand’s reach. Running ads on external platforms like Google, Facebook, and Instagram can drive additional traffic to your Amazon listings. Cross-channel advertising helps capture a broader audience and reinforces brand awareness.

For example, using Facebook Ads to retarget shoppers who visited your Amazon product page can increase conversions. Google Ads can capture customers searching for products similar to yours.

What to do:

• Run external ads that drive traffic to your Amazon product listings.

• Use retargeting ads to bring back potential customers who viewed your products.

• Track the performance of external traffic sources to optimize your campaigns.

Final thoughts

Scaling Amazon PPC ads in 2025 requires a combination of automation, data analysis, and strategic ad placement. With competition growing, it’s important to stay ahead by leveraging AI, optimizing for new search trends, and working with professionals when needed. Whether you’re handling PPC in-house or collaborating with an Amazon PPC management company, the key is to continuously analyze and refine your strategy.

If you’re ready to take your Amazon advertising to the next level, start implementing these strategies today. Need expert guidance? Partner with professionals who specialize in scaling Amazon PPC campaigns for maximum profitability.