Killer Amazon PPC Strategy For Aggressive Amazon Product Launch

When you launch a new product on Amazon, you want one thing above all: to rank quickly for your most important keywords.

And to do that, your PPC strategy needs to be sharp, targeted, and aggressive.

In a recent video on my channel, I talked with Isaac Gross of IG PPC, where he shared a killer approach to PPC campaigns specifically designed for product launches.

Get FREE PPC Audit From Isaac Here!

In this article, I’ll break down what Isaac shared so you can apply it to your next launch. 😉

Focus on Your Top 5-10 Keywords

The first step is identifying your top 5-10 keywords.

These aren’t just any keywords; they’re the ones with:

1. High search volume - The terms customers are actually using most often.

2. High relevance - They closely match what your product offers.

These keywords are the ones that will bring the majority of your sales, so they deserve special attention.

Discover the best Amazon keyword research tools here.

Create a Separate Ranking Campaign

Once you’ve selected your top 5–10 keywords, put them into a separate manual campaign.

Isaac calls this a ranking campaign.

Here’s how to set it up:

1. Use manual targeting only.

2. Use the exact match type for these keywords.

This level of focus ensures that you’re targeting precisely what matters most; no wasted spend on loosely related searches.

Increase Top of Search Placement

One of the most important parts of this strategy is bidding for the top of search placement, and going hard at it.

Isaac recommends increasing your top of search bid by about 100%.

Why?

Because the top of search (the first row of ads on desktop searches) converts 2–3 times better than other placements.

For example, if someone searches for “garlic press,” those first 4–5 ad slots at the very top of the search results are prime real estate.

Getting your product in those spots drives significantly better conversion rates.

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-: Gentle Reminder :-

Get FREE PPC Audit From Isaac Here!

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Why Go Aggressive?

Your goal during a launch isn’t just low ACoS; it’s sales velocity.

Isaac put it this way: “The objective is not ACoS right now. The objective is to get a lot of clicks and orders in order to rank organically.”

By spending more aggressively on these top keywords, you’re not only driving paid traffic but also improving your organic rankings for those same keywords.

What About the Rest of Your Keywords?

Your other keywords, the ones outside your top 5–10, still need campaigns, but they’ll be organized differently.

Isaac recommended:

• Manual campaigns with broad, phrase, and exact match types for the rest of your keywords.

• Adjusting bids based on performance over time.

Separating these from your top keywords helps you control spend and stay aggressive where it matters most.

Add Competitor Targeting

Another smart move Isaac shared is product targeting campaigns.

Look at your main competitors and set up ASIN targeting campaigns to place your ads directly on their product pages.

This way, you can capture customers who are already shopping for products like yours and give them a strong reason to consider switching to your offer.

Putting It All Together

Here’s a quick breakdown of the campaign structure Isaac recommended for launches:

1. Ranking Campaign - Manual, exact match only, top 5–10 keywords, with a 100% top of search bid increase.

2. Other Keyword Campaigns - Manual campaigns with broad, phrase, and exact match for all other keywords.

3. Competitor Targeting Campaigns - Target your main competitors’ ASINs for additional visibility.

This layered approach ensures your product gets seen where it matters most while keeping your budget under control.

Final Thoughts

Launching a product on Amazon isn’t just about throwing up a listing and running ads.

It’s about being strategic with your PPC, especially during those crucial early weeks.

If you want expert help building campaigns like these, grab this amazing deal by Isaac now!

Get FREE PPC Audit From Isaac Here!

And for the full conversation with Isaac, check out the video below.

Prefer reading instead? Here’s a clear, easy-to-follow version packed with every insight Isaac shared: How to Launch a Product on Amazon: Tips from Isaac Gross From IG PPC.

Until next time.

Best,

Vova :) 

P.S. - Here's another article with Isaac about Amazon product launch secrets. Enjoy!