Top 7 Amazon PPC Experts to Help Your Ecommerce Brand Maximize ROAS

An Amazon PPC expert is someone you can rely on to help you optimize your PPC campaigns. Our team of editors has reviewed and vetted the best experts to consider.

Here, you’ll find the top 7 Amazon PPC experts:

1. HawkSEM
2. Logical Position
3. Jellyfish
4. AMZ Pathfinder
5. Ad Badger
6. Booyah Advertising
7. Sellozo

Amazon owns nearly 38% of the U.S. online retail market, which is probably why ecommerce marketers spent over $44 billion on Amazon advertising in 2023.

And with more spending comes more competition, so it’s no surprise Amazon PPC experts are in high demand.

With the complexity of Amazon’s advertising platform, having an expert manage your campaigns can make the difference between ads that maximize returns on ad spend (ROAS) and money flushed down the drain.

Top 7 Amazon PPC experts

Check out these top Amazon PPC experts, primed and ready to help you refine your strategy, increase your sales, and improve your efficiency.

1.HawkSEM

Our 15+ years of experience (and decades of combined account manager know-how) have taught us that results are everything in SEM and PPC campaign management.

With an ROI-driven mindset and a commitment to helping our clients soar through digital marketing, we’ve helped big brands achieve significant returns.

We expertly manage ads across PPC networks, including Amazon. (We’ll even share our secrets with you. Want to learn more about Amazon PPC? Here are our top-tier tips and tricks guide.)

And if you’re looking for deep, all-in-one insights into your marketing efforts, ConversionIQ is our exclusive platform for driving insights to more effectively optimize your Amazon campaigns.

If you’re interested in seeing what we can do for you directly, we’re always open for a free consultation. Just drop us a line.

“What we can do for you,” by the way, is pretty much everything. We’re a full-service PPC management agency and can manage ads on any platform. Our team of experts includes Amazon PPC pros ready to help your ecommerce brand crush sales goals and expand in a way that’s sustainable and manageable.

Experience: 15+ years

Industry focus: B2B, B2C, Ecommerce, SaaS, Finance, Healthcare, Education, Professional Services

2. Logical Position

Founded in 2010 in Oregon, Logical Position is another high-end advertising agency with a broad scope of services. They handle PPC, search engine optimization (SEO), web design, graphic design, analytics, and social media.

They also boast impressive numbers, having managed 450 billion ads, processed 111 million conversions, and managed $532,000,000 in ad spend. Logical Position focuses on fine-grained control over the ads they manage.

Amazon loves to try to force programmatic solutions and automatic strategies on you as an advertiser. Still, as we all know, all the machine learning in the world can’t outperform the human touch.

All you need is an estimate of how much your monthly ad spend will be (and how long of a contract you might want with them), and they’ll estimate how much their services will cost for you.

Experience: 13 years

Industry focus: Electronics, bath and body, home decor, cosmetics

3. Jellyfish

Jellyfish is a modern agency for a modern world. To wit, they put a hefty focus on the culture and the philosophy of their work along with the tangible results and actual processes they use.

At Jellyfish, they handle Amazon advertising with over 50 certified Amazon experts on their team to help you boost your visibility on the ecommerce mega-site.

Jellyfish is no stranger to working with big brands that have significant needs. Their client list boasts companies like eBay, Ford, Disney, Samsung, LG, and Uber.

If you’re interested in building an in-house marketing arm, they also offer training in Google Ads and the overall Google Marketing Platform, along with more generically applicable classes.

Experience: 8 years

Industry focus: Fashion, cosmetics, lifestyle, technology

4. AMZ Pathfinder

Unlike the other agencies on this list, AMZ Pathfinder isn’t a do-it-all advertising agency. They’re targeting those who are Amazon-only brands selling through one platform.

Their clients don’t need an agency that handles any other marketing platform. Rather, they’re looking for a knowledgeable team of Amazon specialists to scale their brand.

That’s what AMZ Pathfinder does.

AMZ Pathfinder only works with brands that bring in at least $100,000 per month in revenue. Companies that fit that profile can contact them for a free consultation and to learn more about pricing.

Experience: 9 years

Industry focus: Amazon-only brands

5. Ad Badger

Ad Badger was originally a general PPC service provider — until the founders realized that many people were struggling with the Amazon advertising platform. So, they created their Amazon management service.

From daily bid optimization, ASIN checks, and weekly keyword research, Ad Badger is transparent with their management and optimizations

You must pay at least $10,000 in ad spending each month to work with them. Or, if you’re interested in a more in-house marketing strategy, they offer an app for Amazon PPC optimization you can use as well.

Experience: 14 years

Industry focus: Amazon businesses spending over $10,000/ month

6. Booyah Advertising

Booyah Advertising (that’s fun to say, not gonna lie) offers an array of Amazon marketing services, such as Amazon SEO and content optimization, sponsored ads, advertising on Amazon’s DSP (delivery service partner program), account audits, Amazon-specific strategy, and more.

Booyah describes its Amazon philosophy as “driving growth through an advertising-focused strategy that spins every part of the Amazon flywheel.” Rather than having your efforts operate in silos, this agency’s team incorporates your Amazon campaigns into a holistic digital marketing strategy that uplifts your ecommerce program as a whole.

They also know how to integrate your Amazon campaigns and strategies with services like paid media and organic media, along with creative endeavors like web design, videos, and pitch decks.

Experience: 14 years

Industry focus: Food, lifestyle, outdoors, fashion

7. Sellozo

Sellozo distinguishes itself within the crowded space of Amazon PPC management services with its use of proprietary AI technology. This agency is renowned for creating PPC strategies that broaden its clients’ reach and ensure their campaigns are structured for peak performance.

Sellozo offers a suite of services including AI-driven bid automation, in-depth keyword strategies, and comprehensive analytics. Their approach is focused on data-driven strategy development, ensuring every aspect of Amazon advertising is optimized based on data.

Experience: 7 years

Industry focus: Sports, lifestyle, fashion

What is an Amazon PPC expert?

An Amazon PPC expert is a PPC consultant (or agency) who has a deep understanding of Amazon’s advertising platform. This could be an individual marketer or an agency that combines several marketers’ specialized knowledge.

To be considered an Amazon PPC expert, you need to possess a comprehensive knowledge of how to navigate Amazon’s unique PPC model, which includes:

• Brand ads that appear at the top of the Amazon search results page, where various brands offering the product are listed
• Sponsored product ads that appear in the search results as high-listed promoted product listings
• Sponsored display ads that appear as Amazon Sponsored Ads but they can also occur as display ads off-Amazon in their publisher network or on Twitch, which Amazon owns

Their expertise will broadly encompass:

• Leveraging Amazon’s A9 algorithm
• Analyzing market trends
• Product listing optimization
• Keyword research
• Ad campaign strategy
• Bidding techniques
• Performance analysis
• And more

In some cases, certain experts may have specialized knowledge in a specific area or industry. For example, Amazon PPC specialists who are fashion experts are adept at dynamic PPC advertising strategies that change with the fast pace of fashion trends.

How do Amazon’s PPC ads work? A brief overview

Amazon ads work on a cost-per-click model, just as Google Ads does. When a user types in an advertiser’s search term, their ads are eligible to serve.

Amazon PPC advertising has many parallels to Google Ads advertising.

Amazon sellers have four ad metrics they track in Seller Central. These are:

• Impressions: This is the number of times your ads are shown to people searching on Amazon.
• Clicks: This, of course, is the number of times your ads are clicked on by people using Amazon.
• Attributed Sales: Anyone who clicks on your ad is tagged for tracking. If they buy your product within one week of that click, that sale is attributed to your ad. If they purchase a product more than a week later, that sale isn’t attributed to your ads.
• Advertising Cost of Sales (ACoS): This figure is a derived metric that calculates the cost of your ads in terms of sales made as a percentage. For example, if you pay $50 for ads and sell $500 worth of products, 50/500=0.1, or 10%. The cost of the ads ate up 10% of the revenue from your sales.

One more key performance metric (KPI) that’s essential to measure is ROAS, or return on ad spend.

ROAS is calculated as your total value of ad-attributed sales divided by the entire ad spend to determine how much revenue you get per dollar of ad spend.

Unfortunately, Amazon doesn’t show this, so you’ll have to calculate it yourself.

Basically, the better your ads target the right people, the more sales you’ll get for your ad spend, and the better your ROAS.

While Amazon isn’t as complex as Google or Facebook in terms of targeting options, there are still many little details that can make or break ads…or waste a ton of money if they’re misconfigured.

That’s where an agency comes into play. Agencies like ours are experts in running PPC ads on all platforms and can help you avoid those pitfalls you would otherwise be vulnerable to experiencing.

How to optimize Amazon PPC campaigns

Optimizing your campaigns will help you reach your business goals. Much of this campaign optimization is similar to other types of paid search platforms, so if you’re familiar with those, you’ll be at an advantage.

Here are a few areas to address as you look to improve your campaign performance.

Add negative keywords

Negative keywords keep your ads from showing for irrelevant products.

The best way to add negative keywords is to check your Amazon Search Terms Report to find any terms you might like to exclude.

This report includes helpful information, including campaign anime, ad group name, portfolio name, keyword match type, and click rate.

Improve landing pages

For Amazon PPC ads, a landing page can be a video landing page, a text and image-based page about your product, or product pages.

To improve the performance of your landing pages, use keywords in your titles and your copy. Ensure all images are clear and you have a single, compelling call to action (CTA).

HawkSEM’s team lead, Melissa Torre gives us some advice on how to do this.

“We want to ensure that all titles, bullet points, and backend keywords are as complete as possible,” she explains. “Without doing too much keyword stuffing in the title, ensuring that uses are highlighted in addition to product details.”

Torre also tells us that we should ensure there are at least five images on the listing – these images can be lifestyle, product closeup, packaging as applicable, and any infographics you have.

“If you are a registered brand owner, ensure your a+ descriptions are built and the Amazon Landing Page has been created and optimized with creative images and features and benefits,” she says.

This way once it is time to run PPC in Amazon, the ads and keywords will match the terms on the product pages which helps streamline Algorithm learning.

Conduct keyword research

Keyword research will help you choose the right keywords for your campaigns. It’s best to develop a strategy based on your product and your competitor research before starting your keyword research.

There are several ways to do your research.

• Use the Amazon search bar to get suggestions from Amazon (autocomplete)
• Choose a tool like SEMrush
• Find a specialized keyword research tool for Amazon
• Mine Google Trends

Torre says, “There are plenty of third-party tools you can use such as Helium 10 and Keywords everywhere. But you can also just start searching in the Amazon UI for ideas.”

She says that when a customer is also running Google or Bing PPC we can apply keyword learnings from previous performance.

“Make sure to check for synonyms and look at competitors’ titles and bullet points for ideas,” she says.

Choose the right match types

Match types determine how closely queries match your keywords. Choosing the wrong type might mean wasted spend and the wrong audiences landing on your product.

There are three match types:

• Broad: Broad match keywords broadly match the intent of the keyword. They display your ads when users use any of the words in their query and in any order. They bring in more traffic and are better for a top-of-funnel approach. According to Amazon, their bids may also cost you more.
• Phrase: Ads display when a shopper uses these words in the same order as your keywords. The query phrase can have words at the beginning or end of your keywords. For instance, blue running shoes can match “running shoes.” These tend to help in the consideration and conversion stages.
• Exact: Exactly match keywords require queries to exactly match the keyword or be a close match. For instance, a plural variation would match. These might drive lower traffic, so you may want to pull these from shopping queries that convert for you (Search Terms Report).

Select appropriate audiences

Audiences are important to Amazon’s Sponsored Display Ads. These ads use Amazon shopping signals to find users who are most likely to buy or interact.

The best way to choose audiences is to develop an ideal customer persona and match that persona to the audiences available to you.

For instance, someone who just moved might be looking for dinnerware. This same audience could also be newly married.

Audiences are grouped by these categories:

• Lifestyle: Here, you’ll find people whose shopping and watching behavior shows an interest in a certain type of lifestyle. This could be shows they’ve consumed or indicated an interest in on Amazon Prime, IMDB, or browsing history on Amazon.
• In-market: In-market audiences are shoppers who are looking to buy specific products as gauged by their behavior.
• Life events: These are the life events people experience, like moving, getting married, graduating, etc.
• Interests: These are activity-based. Interests come from recent activity on Amazon.

A/b test and experiment

A/B testing is an essential way to learn and scale. Amazon presents a dilemma, though. There’s no easy way to conduct A/B testing as you would in platforms like Google.

Torre tells us, “We do not have an easy experiment setup program like in Google Ads, but I like to run a placement test for top of page in a campaign to try for better low funnel performance.”

Because there’s no good way to A/B test, Torre suggests taking the data accrued from auto campaigns and setting the new campaign on loose match to test for new placements and search terms for a higher funnel test.

Using loose match while running other campaigns on a much more strict match will let you test your target audience. You can also test your ad copy in these campaigns. Since Amazon doesn’t have a specific tool, you’ll need to be creative when testing.

The takeaway

Amazon, like other PPC platforms, requires regular maintenance and a hands-on approach to be as successful as possible. Not only that, but there are millions of products sold on the Amazon marketplace, and it’s a rapidly changing platform with its own algorithm and competitors that rise and fall every second.

If your Amazon business needs help with PPC strategy or ads management, any of these Amazon PPC agency options will do nicely.

This article has been updated and was originally published in January 2023.