🚀 How I Use Sponsored Product Ads When Launching a New Product

Here’s the deal…

Launching a new product on Amazon without Sponsored Product Ads is like throwing a party and forgetting to send invitations. No one’s showing up.

I learned this the hard way with my first Amazon product—a novelty phone case. I figured I’d just list it and let the sales roll in. Instead, I got crickets. 🤦‍♂️

Fast forward a few years (and a lot of expensive lessons later), and I now have a structured, battle-tested way to use PPC ads to launch new products. Let me break it down.

🎯 Step 1: Auto Campaigns – The Training Wheels

The first thing I do when launching a product is set up an Automatic Targeting Campaign with Sponsored Product Ads.

• I set a daily budget of $25–$50 (depending on competition).

• I use a low bid strategy to let Amazon test where my product performs best.

• I let this run for 7–10 days to gather data.

I call this my “keyword fishing” phase. I’m looking for winning search terms that drive clicks and, more importantly, sales.

📌 Example: When I launched my bamboo cutting boards, I assumed “bamboo cutting board” would be my top keyword. But my auto campaign revealed that “wooden charcuterie board” was converting better. That was a game-changer!

🔍 Step 2: Manual Campaigns – Laser Targeting

Once I have my keyword data, I double down on what’s working.

• I take my top 5–10 converting keywords from the auto campaign.

• I create a Manual Exact Match Campaign and increase the bids to outbid competitors.

• I run a Manual Phrase Match Campaign to capture variations of those keywords.

🔑 Pro Tip: I bid aggressively at this stage. My goal is to show up on Page 1 as much as possible. Visibility = Sales = Organic Ranking Growth.

📌 Example: When I launched a travel pillow, I found that “memory foam neck pillow for flights” was crushing it. I went all in, raised my bid, and secured a top placement in search results. Sales skyrocketed. 🚀

🛑 Step 3: The Negative Keyword Trap

Amazon PPC can be a money pit if you don’t eliminate wasteful spending.

• I check my auto campaign for irrelevant clicks and add them as negative keywords.

• If I’m selling a stainless steel water bottle, I don’t want to show up for “plastic water bottle” and waste my budget.

🔑 Pro Tip: I use the Search Term Report every 3–4 days to clean up junk keywords.

📌 Example: When I launched resistance bands, I was getting clicks for “resistance band workout PDF” (people looking for free guides, not products). I quickly added it as a negative keyword and saved $$$.

📊 Step 4: Bid Adjustments – The Profit Play

After 2–3 weeks, I shift from an aggressive launch mode to a profit-focused approach.

• I lower bids on low-performing keywords to reduce wasted ad spend.

• I increase bids on my top-converting keywords to maximize ROI.

• I pause keywords that are eating my budget but not leading to sales.

🔑 Pro Tip: I check ACoS (Advertising Cost of Sales). If a keyword has ACoS above my target, I tweak the bid. If it’s a high-converting, low-ACoS keyword, I push it harder.

📌 Example: For my baby swaddle launch, “newborn sleep sack” had a 14% ACoS, while “baby blanket” had a 70% ACoS. Guess which one I kept bidding on? 😉

🔥 Step 5: Scaling & Defending My Position

Once my organic ranking starts improving, I scale up the winning campaigns.

• I increase bids for top-performing keywords.

• I launch a Product Targeting Campaign to place ads on competitor product pages.

• I test Sponsored Brands ads (if I have Brand Registry) to dominate more ad placements.

🔑 Pro Tip: If a product hits Page 1, I keep running ads to defend my position. Stopping ads too soon = lost momentum.

📌 Example: When my vitamin C serum reached Page 1 for “brightening face serum”, I kept running ads at a break-even ACoS to stay there. It worked. 💪

🎯 The Big Takeaway

Amazon PPC isn’t a set-it-and-forget-it game. It’s a data-driven strategy that, when done right, can turn a new product into a best-seller.

💡 Repeatable Formula:
✅ Auto campaign for data 📊
✅ Manual campaign for control 🎯
✅ Negative keywords for efficiency ❌
✅ Bid adjustments for profitability 💰
✅ Scaling to dominate 🚀

Sponsored Product Ads aren’t an expense—they’re an investment in growth.

If you master this process, you’ll never have to guess your way through another product launch again.

👊 Let’s Win Together

Do you use PPC when launching? What’s worked for you? Drop a comment and let’s share strategies!

💡 Found this helpful? Share this with a fellow seller who needs a PPC game plan! 🚀

To bigger sales, lower ACoS, and Page 1 domination,
Ryan Keene
Amazon Seller & Growth Strategist

📩 Want more Amazon growth strategies? Follow me for expert tips & updates!