Amazon UK is one of the most competitive marketplaces in Europe, with millions of products vying for customer attention. For sellers based in Birmingham, Coventry, Leicester, and across the Midlands, a well-optimised Amazon PPC strategy can be the difference between thriving and merely surviving.
At Prebo Digital, based in Rugby, Warwickshire, we've managed millions in Amazon ad spend for UK sellers. This guide shares our proven strategies for maximising ROAS in 2025.
Understanding Amazon Ad Types
Sponsored Products
The foundation of Amazon advertising:
- Appear in search results and product pages
- Keyword and product targeting
- Pay-per-click model
- Best for: Direct product sales
Sponsored Brands
Showcase your brand at the top of search:
- Custom headlines and logos
- Feature multiple products
- Video ads available
- Best for: Brand awareness and catalogue promotion
Sponsored Display
Reach shoppers on and off Amazon:
- Audience and product targeting
- Retarget previous visitors
- Appears across Amazon and partner sites
- Best for: Retargeting and conquesting
Keyword Research Strategy
Finding High-Intent Keywords
- Use Amazon's auto-suggest for keyword ideas
- Analyse competitor listings and ads
- Review Search Term Reports for converting terms
- Use tools like Helium 10 or Jungle Scout
Match Type Strategy
- Broad: Discovery and research phase
- Phrase: Balanced reach and relevance
- Exact: High-intent, converting keywords
Negative Keywords
Protect your budget by excluding:
- Irrelevant search terms
- Competitor brand names (unless intentional)
- Low-converting queries from Search Term Report
- Terms with high ACoS
Campaign Structure Best Practices
Recommended Structure
- Research campaigns: Auto + broad match for discovery
- Performance campaigns: Exact match winners
- Brand campaigns: Protect branded terms
- Competitor campaigns: Target competitor ASINs
- Category campaigns: Product targeting
Single-Keyword Ad Groups
For top performers, consider:
- One keyword per ad group
- Maximum bid control
- Clear performance data
- Precise budget allocation
Bidding Strategies for 2025
Amazon Bidding Options
- Dynamic down only: Conservative, protects ROAS
- Dynamic up and down: Aggressive, maximises sales
- Fixed bids: Full control, requires monitoring
Placement Adjustments
- Top of search: Usually highest converting
- Product pages: Good for conquesting
- Adjust by up to 900% for priority placements
Pro Tip: Start with "Dynamic down only" to establish baseline ACoS, then test "Dynamic up and down" on proven keywords.
Ongoing Optimisation
Weekly Tasks
- Review Search Term Report
- Add converting terms as exact keywords
- Add negative keywords for wasted spend
- Adjust bids based on ACoS
Monthly Tasks
- Campaign performance review
- Budget reallocation
- New keyword expansion
- Competitor analysis
Key Metrics to Monitor
- ACoS: Advertising Cost of Sale
- TACoS: Total Advertising Cost of Sale
- ROAS: Return on Ad Spend
- CTR: Click-through rate
- CVR: Conversion rate
- Impressions: Visibility indicator
Key Takeaways
- Use all ad types: Sponsored Products, Brands, and Display
- Structure campaigns by intent: Research, Performance, Brand
- Mine Search Term Reports weekly for winners and losers
- Implement robust negative keyword lists
- Start conservative, scale what works
- Monitor TACoS, not just ACoS
Need Amazon PPC Help?
At Prebo Digital, we're Amazon advertising specialists based in Rugby, Warwickshire. We help UK sellers across Birmingham, Coventry, Leicester, and the Midlands maximise their Amazon ROAS.
