PPC Best Practices

• Start running PPC campaigns as soon as you can, beginning with an automatic campaign as soon as you’ve optimized your listing.

• Once you’ve set up an automatic campaign, also set up a manual campaign, and create an ad group for the three targeting types: broad, phrase, and exact

  • Broad: Keywords targeted can be in any order, and additional words may be included (e.g., if your product is a set of marshmallow sticks, your ad will also be shown for “marshmallows and hot dogs sticks” and “roasting stick for marshmallow”).

  • Phrase: Include your keyword phrase exactly as it’s entered, but feel free to include other words before or after (e.g., “campfire marshmallow sticks” and “marshmallow sticks for roasting” are okay).

  • Exact: Keywords need to be entered exactly as you want people to search for them. So for marshmallow sticks, only “marshmallow sticks” will be targeted, with no words before, after, or in between.

• Sponsored Product ads are the most effective for most sellers, but once you’ve set these up, feel free to try out Sponsored Brands and Sponsored Display ads as well.

• Remember: don’t jump into your campaigns every day and make changes! You want to give them some time, and maybe make changes once a week.