How To Launch A Product On Amazon - With Isaac Gross From IG PPC

Have you ever wondered how some sellers seem to launch a product on Amazon with ease, while others struggle to get noticed? 

Well, it’s not just about having a great product. 

There’s a whole strategy behind getting your product in front of the right customers. 

But how do you pull that off?

In this article, I’m going to break down the steps for launching a product on Amazon the right way, with expert insights from Isaac Gross of IG PPC. 

I also welcome you to get a free Amazon PPC audit by IG PPC. 

Isaac shares some great tips on how to use Amazon PPC and other smart strategies to help your product stand out and get those all-important sales.

Plus, I’ve got something extra for you — a free PPC audit from Isaac himself! 

No hidden costs, just good advice to help you take your product launch to the next level. 

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Let’s dive into the details and see how you can make your next Amazon launch a success!

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Vova: Hey, in this blog, we are going to talk about how to launch a product on Amazon. 

We're going to focus on how you can use PPC, or pay-per-click advertising, along with some other strategies that will help you successfully launch your product.

A little about me — I’m an Amazon seller, and right now, I’m in the process of launching new products. 

So, I definitely have some experience and insights that can help you with your product launches, especially if you’re looking to get started or want to improve your current launches.

Joining me today is Isaac Gross from IG PPC. 

His company is an agency that specializes in helping businesses with their PPC campaigns. 

If you’re someone who doesn’t have the time or resources to manage your PPC yourself, IG PPC can take over for you. 

They’ll help you run the campaigns, optimize them, and make sure you’re reaching the right audience. 

This will not only help you grow your business but also help you launch products, rank your keywords, and increase visibility for your listings.

Now, there’s a special offer for you from Isaac’s team. 

If you’re interested, check out the button below to IG PPC, and you’ll get access to an exclusive offer that we’ve arranged just for you.

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Who is Isaac Gross

Vova: Isaac, could you introduce yourself and tell us a little about what IG PPC does? 

Then we can jump into today’s content and start sharing some helpful strategies for launching products on Amazon this year.

Important Read: A Comprehensive Guide to Amazon PPC: What to Know and Why?

Isaac: Sure, thank you so much for the warm introduction, Vova. 

I’m really excited to be here with you today. 

You and I have been friends for a long time, so it’s a pleasure to finally get on your channel and share some insights.

For those of you who don’t know me, my name is Isaac Gross, and I’m the CEO and founder of IG PPC. 

A Bit About IG PPC

Isaac: We specialize in managing PPC campaigns for Amazon businesses. 

What sets us apart is that we take a very hands-on approach. 

We have a dedicated in-house team, and most of our account managers work directly out of our office in New York City. 

We also have an office in Israel, so we can provide support across different time zones.

At IG PPC, we want to feel like an in-house team for each of our clients. 

We assign a dedicated account manager to each business we work with, so you always have someone you can reach out to, whether it’s through email or even text. 

We’ve built this structure because we want to offer the same level of expertise that an in-house team would provide, but with the resources and experience of an agency.

We manage PPC for a lot of large Amazon businesses, and collectively, we oversee over $2 billion in annual sales. 

It’s a big responsibility, but we’re excited to take it on and help our clients succeed.

I’m really looking forward to today’s discussion. 

We’re going to share some valuable information and have a great conversation about how to launch a product successfully on Amazon.

You Will Love Reading This Too: Pretty Awesome Amazon Product Launch Strategy

Vova: Welcome, Isaac! It’s great to have you here, man. 

I’m also looking forward to diving into this topic with you. 

This year, I’m also in the middle of launching some new products. 

In fact, I have three new products that we’re rolling out in Canada for our barbecue brand. 

So, as we go through today’s discussion, I’ll probably be referring to some of my experiences with these new launches and how things have gone in the past.

But, Isaac, I’m curious — how do you want to start this conversation? 

What do you have in mind for today’s discussion on product launches? 

Let’s dive into it!

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Isaac: Sure, I’d love to hear your thoughts on this as well. 

I’ll walk you through our process, and then I’d really like to know what you’re currently doing. 

Key Factors to Consider Before Launching a Product on Amazon

#1 – Choose the Right Product

Isaac: So, when it comes to launching a product on Amazon, the first thing you need to think about is having the right product before you even begin the launch. 

Amazon has changed a lot over the years. 

Nowadays, there are a lot of sellers on the platform, and many of them sell similar products at very low prices.

Because of this, it’s really important to ask yourself: Why would someone choose your product over a competitor’s product? 

This should be your main focus before you do anything else. 

To make your product stand out, it should have something unique about it. 

It could be a better quality product, more appealing colors, or even a more attractive listing.

Learn How To Master Amazon Listings: Optimize Your Amazon Listings for Success - Pro Seller Insights

For example, if you see that most of the products in your market have poor-quality images or lack detailed descriptions, that could be an opportunity for you to create a more eye-catching and professional listing.

The key is that when customers look at your product with fewer reviews compared to other products that have many reviews, they should still feel confident in buying it. 

So, it’s really important to offer something different, something that stands out. 

Don't just offer another product that looks like everything else.

So, step number one is making sure you have the right product. 

#2 – Ensure Competitive Product Price

Isaac: Step number two is also very important, and I see a lot of sellers making a big mistake here. 

I often talk to sellers who say, "We’re bringing in this product, and if we sell it at this price, we’ll be able to make a 20-30% margin." 

But when I take a look at Amazon, I see that most sellers are selling a similar product for, let’s say, $20. 

And the seller I’m talking to wants to sell their product for $25. 

They might say, "Even if we sell it at $25, our product is a little bit better, so we might only capture a smaller part of the market because it's a bit more expensive."

This way of thinking can be a mistake.

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If you bring in a product and you only make a profit if you sell it for a higher price than everyone else, it can be risky. 

You shouldn’t only expect to make money if your product is priced above the market price. 

It’s a big mistake to rely on the best-case scenario where your product is more expensive and still sells well.

When you bring in a product, you need to be sure that it will still be profitable even if you sell it at the current market price. 

The price should be competitive with other products in the same category. 

Of course, this includes all the fees Amazon takes, as well as any costs related to running ads or using PPC (pay-per-click).

So, remember: make sure that the product you bring in will allow you to make a profit if you sell it at the same price as everyone else, not just when you set a higher price. 

Did You Know: How to Make Profit on Amazon With Retail Arbitrage?

Even if your product is of better quality, you still need to be able to cover your costs and make a profit at the current market price.

You can’t be sure that the market will be willing to pay more for the features your product offers, even if they are better. 

This is something really important to keep in mind when you bring a product to Amazon.

💰 Bonus Tip #1 💰

Isaac: Now, I want to mention one more mistake that I see a lot of sellers making, and I’d love to hear your opinion on this, Vova. 

This could be a bit of a controversial topic, because some people have different views on it. 

But I think it’s something worth discussing.

Amazon is a platform where customers are actively searching for products. 

As a seller, your goal is to show them an ad or a product that matches what they are already searching for. 

Amazon is not really the place to introduce completely new types of products or gadgets. 

I see this mistake often. 

Sometimes, I’ll get a message from someone who says, “Hey, we have this brand-new product idea. Nobody else has it on Amazon.”

At first, that might sound exciting, but to me, that’s actually a red flag. ❌

If nobody else has it, that can be a problem. 

How do you advertise a product like that? 

If nobody is searching for it, how do you know what keywords to target? 

How will customers even find it? 

This is why selling a new product concept can be really difficult on Amazon.

In contrast, new product ideas can be a great fit for platforms like Facebook or TikTok, where people are introduced to new things through videos and user-generated content (UGC).

These platforms can help you create awareness and interest. 

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Of course, you can always sell your product on Amazon later, but don’t expect Amazon to be the platform that will help you reach customers if your product is something new that people don’t know about. 

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It’s important to remember that Amazon works best for products that people are already looking for.

#3 – Create an Attractive Product Listing

Isaac: The next step is creating your product listings.

This is something that I see with my most successful clients — they pay close attention to making their listings as attractive as possible. 

One of the key elements in this is the main image. 

I cannot stress this enough: the main image should be perfect. 

Think about it like this: when someone walks into a physical store, they can see your product up close, touch it, and feel how it works. 

But when they shop online, they can’t do any of that. 

The only thing they can rely on to judge your product is the image, so it really needs to stand out.

I always recommend using tools like PickFu (Use my coupon VOVAEVEN20 to get 20% off your first poll) or other split-testing tools to help you choose the best main image. A great alternative to PickFu is ProductPinion.

These tools let you test different images to see which one performs the best. 

It’s important to ensure that your main image looks professional and appealing to potential customers.

💰 Bonus Tip #2 💰

Isaac: At a recent conference, I had the chance to speak with Aaron Cordovez, the founder of Zulay Kitchen, which is one of the largest kitchen accessory brands on Amazon. 

Zulay Kitchen’s garlic press is the top-selling product in its category. 

Imagine how much they must be selling with a product like that.

When he brings a new product to the market, he follows an interesting process to evaluate its appeal. 

He begins by taking a screenshot of the first page of search results for a related keyword, such as "garlic press." 

Then, he inserts a mock-up of his potential listing into the screenshot. 

This allows him and his team to visually compare how the new product looks alongside existing competitors. 

They carefully examine the page and ask themselves, "Why would someone choose our product instead of one of the others?"

This process often involves making adjustments to the image repeatedly until the product stands out in a compelling way. 

Learn More About Excelling At Amazon Listings: 3 Amazing Tips to Create Stunning Listing Images

It’s all about ensuring that, among all the options, their product catches the eye and gives customers a reason to click on it. 

This step is crucial because it helps refine the listing to make it more appealing, and it’s a great way to approach your product visuals.

Always think from the customer’s perspective. 

Ask yourself, "Why would someone choose my product over others?" 

Consider what you can do to make your product more appealing. 

Having an attractive listing, especially a standout main image, is a big part of this strategy.

Another key element he mentioned is the importance of packaging. 

This idea came from one of the founders of Thio, who emphasized how beautiful packaging can make a product look more professional and trustworthy. 

Packaging creates the impression of a high-quality, legitimate product that you might expect to find on store shelves. 

A well-designed box or package can make a big difference in how customers perceive your product.

If your product has packaging, consider showcasing it either in your main image (if it works well visually with the product) or in one of your secondary images. 

Including packaging in your listing adds credibility and makes the product appear polished and professional. 

A clean, thoughtful presentation can help build trust with potential buyers.

Relevant Read: An Expert Guide to Amazon FBA Master Carton Packing 

#4 – Structure Product Title and Bullets Effectively

Isaac: Next, when creating a product listing on Amazon, one important step is to ensure the title and bullet points are well-structured. 

These elements serve two key purposes. 

First, they need to appeal to shoppers. 

This means the title and bullet points should be easy to read and clearly communicate the product’s key features and benefits. 

They should feel natural and make sense to the customer at first glance.

Second, and just as important, these elements must be optimized for Amazon’s algorithm. 

The algorithm relies on your title and bullet points to understand your product and decide how to show it to shoppers. 

While Amazon uses other factors to determine a product’s relevance, the title and bullet points play a significant role. 

Later, when discussing keyword research for PPC (pay-per-click advertising), you’ll see how similar strategies apply to creating strong titles and bullet points. 

It’s essential to include your main keywords in these sections so that the algorithm can correctly categorize and rank your product.

#5 – Choose Subcategories Carefully

Isaac: Another critical aspect of your listing is the subcategory in which your product is placed. 

Amazon uses subcategories to determine the relevance of your product. 

This helps the platform understand what your product is and decide where to show it in search results. 

A common strategy among sellers in the past involved choosing unusual or less competitive subcategories to earn the “Bestseller” badge. 

For instance, instead of placing a garlic press in its natural subcategory, sellers would pick an unrelated one with lower sales. 

This allowed them to achieve the badge more easily.

However, this tactic often backfired. 

When a product is listed in the wrong subcategory, Amazon may misinterpret its purpose. 

For example, if a garlic press is placed in an irrelevant category, the algorithm might assume it’s a different type of product entirely. 

This confusion can make it harder for your product to rank well for its main keywords.

To avoid these problems, always select the most accurate and appropriate subcategory for your product. 

This ensures Amazon recognizes your product correctly and increases your chances of ranking for the keywords you want.

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Vova: I just want to share a quick story before we move on because it’s related to subcategories, and it’s kind of funny. 

Back around 2017, you mentioned how sellers sometimes changed their subcategories, and I remembered something that happened with one of our products. 

We had kitchen scissors, and at the time, if your product was in a certain subcategory where it could rank as number one, you’d earn the bestseller badge. 

That was the main idea behind it.

At some point, our kitchen scissors somehow ended up in the “Commercial Refrigerators” subcategory.

Isaac: Oh!

Vova: So, for a short time, the kitchen scissors were in the wrong subcategory, and they somehow earned the bestseller badge while they were listed there. 

Eventually, though, things were corrected, and the product returned to the proper category for kitchen scissors. 

It seems like the algorithm itself started making adjustments to prevent listings from being placed in categories where they don’t belong. 

Honestly, it’s better not to try doing that kind of thing now.

These days, trying to place your product in an unrelated subcategory is more likely to create problems. 

It could confuse everything, and even if it worked back then, it’s not a reliable approach anymore. 

Sticking to the correct and relevant subcategories is the best way to go, as you mentioned earlier. 

But yeah, looking back, it’s a funny story.

Isaac: Yeah, back in 2017, it worked, though.

Vova: Yes, that’s true.

#6 – Get Positive Product Reviews

Isaac: The next important thing to focus on is getting reviews for your product. 

Reviews are one of the key factors that influence success on Amazon. 

They play a big role in whether customers decide to purchase your product. 

But how can you get those crucial first reviews before you have actual customers?

Amazon offers a program called Vine, which is specifically designed to help with this. 

In this program, you pay a fee, and Amazon provides your product to professional reviewers who will leave detailed feedback. 

However, there is one important thing to keep in mind about Vine reviewers — they tend to be very critical. 

Their goal is to provide honest and detailed reviews, which sometimes means they highlight even the smallest flaws in your product. 

While this honesty is helpful in the long run, it can be challenging if your product isn’t up to par.

Because of this, it’s extremely important to make sure your product is of the highest quality before sending it to Vine reviewers. 

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If there are any issues, these reviewers will likely mention them. 

For new products, a few negative reviews early on can seriously harm your chances of success. 

For example, if you launch a product and your first few reviews are one, two, or three stars, it can make it much harder to gain traction. 

In some cases, it might even be the end of the product’s journey on Amazon.

So, while it’s important to use programs like Vine to get reviews, the most important step is ensuring that your product is excellent from the start. 

A great product increases the chances of receiving positive reviews, which will help build trust and attract more customers over time.

💰 Bonus Tip #3 💰

Vova: I’d like to add something about using the Vine program and share what we’re currently doing with one of our products. 

As you mentioned, Vine reviewers tend to be very critical, so having a high-quality product is absolutely essential. 

Make sure everything about the product is polished and ready before submitting it for reviews.

Now, here’s an example of our approach. 

We are launching a new product in Canada, and we’ve sent most of the inventory there. 

Once the listing is active in Canada, we will also open a listing for the same product in the U.S., but only a small portion of the inventory will go there. 

In fact, we’ve left some of the product in China to send directly to the U.S. warehouse. 

This allows us to try selling the product in the U.S. as well, even though the market for barbecue accessories there is much more competitive than in Canada.

By starting in Canada, we’re entering a less saturated market, which can help with getting traction. 

The interesting part is that reviews from one marketplace, like the U.S., will transfer to another marketplace, such as Canada. 

It’s an automated process by Amazon. 

Sometimes it takes a bit of time for the reviews to appear in both regions, and occasionally not all reviews will transfer, but this process is entirely within Amazon’s policies.

What we’re doing now is enrolling the product in Vine for both the U.S. and Canada simultaneously.

This way, we can collect reviews from both regions at the same time, which can speed up the process. 

If you are selling in multiple marketplaces, you could follow a similar strategy. 

For example, if you’re selling in Europe, you could send a small batch of units to another country within the region to get additional reviews faster.

This approach has been working well for us so far and helps build up reviews more efficiently across different marketplaces. 

It’s just another way to complement the use of Vine when launching products.

Featured Blog: 10 Popular Questions Amazon FBA Beginners Ask

💰 Bonus Tip #4 💰

Isaac: That's a great tip, and I would like to add another one that works with Amazon's system. 

If you sell products in different colors, one strategy is to list them separately at first. 

This can help you get more reviews for each color individually.

Once you have enough reviews for each color, you can combine them into one listing. 

This way, you’ll have more reviews on your main product listing, which can help it perform better.

Now, let’s move on to a more advanced strategy for ranking your products, especially when it comes to PPC (pay-per-click).

How to Get Your Product Ranked Faster

Isaac: First, we need to talk about keyword research. 

#1 – Optimize Listings with Targeted Keywords

To get your product to show up on Amazon, you need to bring in traffic to your listing. 

The goal is to appear on the first page of search results. 

For example, if you're selling a garlic press, the aim is to have your product show up when someone searches for "garlic press" on Amazon. 

The reason this is important is that most shoppers don’t bother looking past the first page of results. 

So, if you want to be seen, you need to get to the first page.

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Now, let’s think logically about how Amazon decides which products should be on the first page. 

The algorithm Amazon uses is complex, but the general idea is simple: Amazon wants to show the best products to the customer. 

In other words, Amazon is focused on providing the best shopping experience for people. 

When someone searches for a product like a garlic press, Amazon looks for the product that is most likely to make a sale. 

This is the product that converts the best — that is, the one that turns searches into actual purchases. 

Amazon observes the shopping experience from the customer’s perspective. 

When someone searches for a certain product, Amazon analyzes which product gets the most purchases. 

The product that sells the best for that search term gets placed higher in the search results. 

If your product has a high conversion rate, it is more likely to be purchased when someone views it.

As a result, Amazon will rank your product higher, eventually bringing it to the first page of search results.

The process is more complicated than this, but the basic idea is simple: Amazon wants to show the best products that are likely to result in a sale when customers search for specific keywords. 

These are the products that customers will be most satisfied with, so Amazon pushes them higher in the search results.

But here comes the challenge for new products: how can you get your product to rank on the first page if it’s not visible yet? 

If someone searches for "garlic press" and your product is new, it might not show up at all. 

How can you prove to Amazon that your product will sell well if it isn't on the first page to begin with?

#2 – Push Your Product to the First Page

Isaac: This is where PPC, or pay-per-click advertising, comes in. 

With PPC, you can pay Amazon to show your product as an ad when someone searches for relevant keywords. 

For example, if someone searches for "garlic press," your product will show up as an ad. 

When the customer clicks on the ad and buys your product, Amazon will see that your product is converting well. 

Recommended for You: New & Exciting Amazon Product Research Methods

Over time, Amazon will recognize your product's good sales performance and begin to bring it higher in the search rankings, possibly even to the first page.

💰 Bonus Tip #5 💰

Isaac: Let me explain something that might be new to some of you. 

Amazon has a period that many people in the Amazon sales community refer to as the "honeymoon period." 

This is something that happens when you launch a new product. 

During this time, Amazon gives new products a bit of an advantage. 

It makes it easier for those products to rank higher on the first page, compared to older products.

Amazon understands that a new product doesn't yet have the same number of reviews as older, well-established products. 

Because of this, Amazon doesn't expect the new product to perform as well in terms of sales right away. 

However, if the new product starts making some sales and getting conversions (which means people are clicking and buying the product), Amazon will often place it on the first page even if the conversion rate is not as good as the competition’s. 

This is Amazon’s way of helping new products gain visibility and grow.

The important thing to know is that this "honeymoon period" doesn't last forever. 

While it can be different for each product, many people believe that the first two or three months are crucial. 

During this time, you need to make sure that your product gets attention, generates traffic, and most importantly, gets sales. 

This is when you need to be active and work hard to get your product noticed.

PPC is a way to pay Amazon to show your product as an ad when people search for certain keywords. 

The first step in using PPC effectively is doing good keyword research. 

You need to know which keywords are the most important for your product. 

I prefer using Amazon’s own data to do this, especially tools like Brand Analytics, Product Opportunity Explorer, and Search Query Performance. 

Take a Look at This: Which Products Are Getting the Most Clicks for a Keyword?

These are great because they come directly from Amazon and give you data that is as accurate as possible.

Of course, there are other tools available, like Helium 10 and Data Dive, which can also help with keyword research. 

However, if you can get information from Amazon’s own sources, that’s often the best place to start.

#3 – Find the Best Keywords for Your PPC Campaigns

Now, let's talk about how to get the right keywords for your PPC campaigns. 

To start, we will look at your top competitors. 

For example, let's continue with the garlic press. 

First, we need to find out which competitors are selling the most garlic presses. 

Once we know that, we can gather their ASINs (the unique identifiers for each product on Amazon) and put them into Amazon’s Brand Analytics tool. 

This tool will give us a list of keywords that drive the most sales to these top-selling products.

By looking at these keywords, we can identify what is working for the competitors and apply that to our own product. 

These are the keywords that attract customers and get them to buy. 

We then take these keywords and use them to create our advertising campaigns.

💰 Bonus Tip #6 💰

Isaac: However, there is a technical detail to keep in mind when selecting keywords. 

Not all keywords are equally effective for driving sales. 

The first thing to consider is the search volume. 

Search volume means how often a keyword is searched by people on Amazon. 

For example, if a keyword only gets 500 searches a month, it may not be very useful because it is not a high-traffic keyword. 

While you can still advertise with these keywords, it’s better to focus on those that have higher search volumes. 

The main goal is to target keywords that attract many potential buyers.

But search volume isn’t the only factor. 

Relevance is just as important. 

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You want to make sure the keywords are closely related to the product you’re selling. 

Here’s an example to explain this point. 

Let’s say you're selling coffee cups. 

The keyword "cup" might have a very high search volume, but it's too broad. 

People searching for "cup" may be looking for all kinds of cups, like plastic cups, mugs, or even paper cups. 

If you choose this keyword, you might attract a lot of traffic, but not all of it will be relevant to your product. 

Many people who search for "cup" may not be interested in buying a coffee cup. 

As a result, the buying intent will be low, and you might not make many sales from that keyword.

If you don't choose the right keywords, your PPC costs will increase, and you may not rank well, which could hurt your business. 

It’s essential to select keywords that are not only high in search volume but also very relevant to your product. 

One way to check if a keyword is relevant is by looking at Amazon’s Brand Analytics tool. 

In Brand Analytics, you can see the top three products that receive the most clicks for a particular keyword. 

If at least two of the top three products are similar to yours, then the keyword is relevant. 

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For instance, if you are selling coffee cups and you find that the top two products for the keyword “cup” are coffee cups, then it makes sense to use that keyword in your campaign. 

This shows that the keyword is more likely to bring in customers who are looking for the same kind of product you are selling.

On the other hand, some keywords have very low buying intent, even though they have high search volume. 

For example, the phrase “Christmas gift” might have a lot of searches, but the people searching for it might not have a clear idea of what they want to buy. 

This means they are not yet ready to make a purchase, so the conversion rate for this keyword is usually low. 

It’s hard to rank well for such keywords because people may be just browsing and not necessarily interested in buying your product.

💰 Bonus Tip #7 💰

Isaac: When you look at a keyword in Brand Analytics, you can also see the Click Share and Conversion Share for the top products. 

The Click Share shows how often a product is clicked when a certain keyword is searched, while the Conversion Share shows how often those clicks lead to a purchase. 

A good keyword usually has a conversion share of at least 30% for the top three products. 

This means that people who click on those products are likely to make a purchase. 

If the conversion share is low, such as 10% or 15%, it usually means that the keyword has low buying intent and won’t help you get good sales.

When you look at variations for your product, it’s important to keep in mind that it might be harder to get accurate data on conversion rates. 

For example, let’s say you are selling shoes in different colors. If someone clicks on one color, but then buys a different color, the conversion data might not reflect this correctly. 

As a result, the conversion rate shown in Brand Analytics could appear very low, because the data gets a bit mixed up.

To avoid these issues, it’s best to focus on gathering a list of keywords that drive sales for your competitors, as we discussed earlier. 

These should be keywords that are relevant to your product. 

When you check Brand Analytics, you want to make sure the combined conversion rate for the top three products for those keywords is about 30%. 

This means that people who are clicking on those products are likely to buy them, showing that these keywords have a good buying intent.

Here’s Something Special: How To Find Best Keywords For Amazon Products? 

Once you have a list of relevant keywords, usually around five to ten of them, you’ll want to take the highest-performing ones. 

By “highest-performing,” I mean the keywords that have the most search volume and are also very relevant to your product. 

#4 – Set Up a Ranking Campaign

After that, you’ll create a new campaign specifically for these keywords. 

This campaign is what we call a “ranking campaign.”

In this ranking campaign, you’ll only use exact match keywords, meaning the search term must exactly match the keyword you’ve selected. 

The goal is to target these keywords as precisely as possible to get the best results. 

In addition to this, you’ll want to increase the bid for the "top of search" placement by about 100%.

Now, what is the “top of search” placement? 

When someone searches for a product, the top few spots on the search results page are where the ads show up. 

These spots are known as "top of search." 

These ads tend to get a higher conversion rate compared to other positions on the page, sometimes two to three times better than other ad placements.

This is important because, when your ad shows up at the top of the search results, it is more likely to be clicked on, leading to more sales. 

And remember, the more sales you get through your ads, the better your chances of improving your organic ranking. 

The goal with PPC is to convert well so that you can start ranking higher without having to pay for ads forever

#5 – Set Up Manual Campaigns

Isaac: For the other keywords, we will set them up in separate campaigns. 

We will create a manual campaign and divide it into three different types: a broad match campaign, a phrase match campaign, and an exact match campaign. 

💰 Bonus Tip #8 💰

Isaac: I like to keep the top-performing keywords separate from the rest of them. 

There are two main reasons for this approach. 

First, it gives me better control over those keywords. 

I can ensure that the budget is spent effectively and can monitor them closely. 

Second, for the top keywords, we might want to be more aggressive with the bidding strategy. 

This is because our goal isn't just to lower the ACoS (Advertising Cost of Sales); instead, we are aiming to get a lot of clicks and sales to help with organic ranking.

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Once the top keywords are placed in a separate exact match campaign, we will add the rest of the keywords into their own manual campaigns using broad, phrase, and exact match settings. 

#6 – Set up a Targeting Campaign

Isaac: In addition to the ranking and manual campaigns, we will also create a targeting campaign. 

This campaign will focus on your main competitors. 

You want to make sure you’re targeting the right people, especially those who might be buying similar products.

💰 Bonus Tip #9 💰

Isaac: One very important part of the launch strategy is conversion. 

Let’s face it, many products already have thousands of reviews, so why would someone choose your product over others? 

While having a nice listing is important, it’s not enough on its own. 

Many sellers on Amazon have pretty decent listings, and yours might be a little better, but you still need to convince the customer to buy your product instead of a competitor’s, especially if your product has little or no reviews.

One of the strongest ways to get more customers to choose your product is by adjusting the price. 

When you launch a new product, consider starting with a lower price than your competitors. 

Offering a lower price gives the customer an extra reason to choose your product. 

It increases your chances of getting a better conversion rate. 

This is a strategy many successful sellers use when launching their products. 

They push hard on PPC to bring in traffic and then offer a lower price to win the sale.

Once your product starts getting more traffic and more conversions, it can help you rank higher organically on Amazon. 

As you start to gather reviews and make sales, your product’s ranking will improve. 

This will make it easier to increase the price to a more profitable level. 

But the initial goal is to offer a price that encourages people to buy. 

You can test how much to lower the price by checking the average price of your competitors. 

Maybe try lowering your price by 20% and see how well it performs. 

If it’s still not converting, you might try lowering it by 30% or more. 

You’ll need to experiment with different prices to see what gives you the best conversion rate.

-: Soft Reminder! :-

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Now, let’s talk about tracking your top keywords. 

How to Track Your Top-performing Keywords

Isaac: You should focus on the top five to ten keywords that are critical for driving traffic to your product. 

These are the keywords that you’ll want to track closely and see how they perform over time in terms of organic ranking. 

For this, I recommend using a tool like Helium 10, which is great for tracking organic rankings. 

💰 Bonus Tip #10 💰

Isaac: Tracking keywords is important because it helps you understand how well your product is doing in terms of visibility.

Some people track hundreds of keywords, and that’s possible if you want to go that route. 

However, for most products, it’s usually better to track between 10 to 30 keywords, with a special focus on the top five to ten. 

These keywords are essential because they are the ones that drive the most traffic and sales. 

In fact, these five to ten keywords will probably account for 60 to 70% of your sales. 

That’s why it’s important to give them the attention they deserve.

As you track these keywords, you should focus on whether they are getting enough impressions and clicks. 

💰 Bonus Tip #11 💰

Isaac: If you notice that your keywords aren’t performing well in your ranking campaign, consider taking them out and creating a separate campaign for each of these keywords. 

This allows you to be more focused and aggressive. 

In this new campaign, you can increase your bid and adjust your strategy to make sure you get more impressions and, most importantly, more sales on those keywords.

If you follow this strategy, combined with a competitive price, an appealing main image, good reviews, and aggressive PPC efforts, you should see a successful launch. 

You’ll have the right tracking in place, the right keywords targeted, and a solid marketing plan to back you up. 

These are the key elements for a strong launch on Amazon.

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Now, a common question people often ask is when to stop being so aggressive with the launch. 

When to Balance Aggression and Sustainability in Your Product Launch

Isaac: So, when can you ease up a little?

Well, the answer depends on how close you are to achieving your goals. 

For example, let’s say your goal was to reach a Best Seller Rank (BSR) of 10,000 or 2,000. 

If you’re nowhere near that rank, then you’re still in the launch phase. 

On the other hand, if you’re getting closer to that goal and your product is gaining momentum, that’s when you can start to ease off a bit.

A good rule of thumb is that when at least 50% of your sales are coming from organic traffic, you can start to lower your PPC spend. 

The reason for this is that, if the majority of your sales (like 80%) are still coming from PPC ads, and you start reducing your PPC budget, your sales will drop quickly. 

The goal is to have a product that is gradually making progress and getting sales both from paid ads and organically. 

If your sales are growing organically and you’re hitting around 50% from organic traffic, that’s a good sign that your product is standing on solid ground. 

You’re no longer in the heavy launch phase, and it’s okay to start easing up on PPC, raise your prices slowly, and focus more on making the product profitable.

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💰 Bonus Tip #12 💰

Vova: It’s great that you have clear numbers to work with. 

For example, if you set a target like aiming for a specific Best Seller Rank (BSR) or making sure that 50% of your sales come from organic traffic, then you can track your progress. 

As you start seeing these numbers improve, you can tell if your product is on the right path. 

For instance, if your BSR keeps going down and you notice more sales coming in from organic search, you know things are going well. 

When you see these numbers moving in the right direction, it’s a good sign. 

Ideally, the product will continue to perform well and stay stable in its ranking. 

That’s the dream for Amazon sellers, right? 

Getting the product in a place where it consistently does well, even after the launch phase.

Now, once we’ve passed the launch stage and the product is performing well, what happens to the PPC (Pay-Per-Click) strategy? 

PPC Evaluation After Successful Product Launch

Vova: I know this is something a lot of sellers are interested in. 

What do you do after the launch is over, the product is getting reviews, and it’s making sales on its own? 

What should PPC look like at that point?

Isaac: That's a great question. 

In the past, people could be very aggressive with their PPC when launching a product, and then once the product started performing well, they would stop running ads altogether. 

Back then, this worked for some people, and their products would still do well. 

However, today, this is rare. 

For most products, you still need to run PPC ads in order to keep your ranking up and maintain your organic position on Amazon.

If you look at Amazon’s product pages now, PPC ads take up a big portion of the page. 

It's common for ads to show up in the top part of the page, sometimes making up to 60% of what’s visible. 

The first row might be PPC ads, followed by organic listings, video ads, and other types of widgets like “Amazon’s Choice” or “Top Rated.” 

So, if you stop running ads for your product, you risk losing a lot of visibility, and that can hurt your sales and overall performance.

That’s why you always need to keep running ads and manage your spending in a way that makes sense for your business. 

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What Must be the Ad Spend

Isaac: Now, what’s a healthy amount to spend on ads? 

On the higher end, you might spend about 15% of your sales on PPC ads. 

Anything higher than that, and it can be hard to make a real profit, but some categories with larger profit margins can handle a higher percentage, like 20%. 

The important thing is to find what works for your specific product and category.

Generally, a “healthy” amount to spend on ads usually falls in the range of 8% to 15% of your total sales. 

We’ve seen clients with even lower percentages, like 1%, 2%, or 3%, depending on their category. 

The key is that you need to continue running ads consistently, even after a year or two. 

In the beginning, your ad spend might be higher, especially during the launch phase, and you might not make a profit right away.

However, once the product is established and doing well, you should aim to keep your ad spending between 8% and 15% of your total sales, while still making money.

It’s important to adjust your PPC strategy to fit your product and budget. 

For example, if your TACoS (Total Advertising Cost of Sale) is 10%, but you’re not making money because your product doesn’t have enough margin to cover the cost, then you need to rethink your approach. 

It’s all about finding the right balance for your business.

Vova: I understand, and I think that answers the question well. 

💰 Bonus Tip #13 💰

Vova: I just want to add something about product launches. 

If you’re launching a new product, especially if it’s your second product or beyond, there’s something valuable you can do.

By now, you might have started building an email list or gathered some customer information. 

These are people who have bought from you before, so they’re familiar with your products. 

You can reach out to them when you launch a new product.

For example, you could send them a link to your new product on Amazon and offer them a discount. 

Even if they don’t buy, it can still help Amazon’s system understand that there is interest in the product. 

If you’re selling something like barbecue accessories, and you send your previous customers a link to a new product, like a new grill cleaner, it’s more likely that they’ll be interested. 

After all, these customers trusted you before, and they bought from you already.

Even if they don’t buy this new product, you’re still sending Amazon signals that people are clicking on your page. 

This can help improve the visibility of your listing, and the customer might end up buying something else from your page. 

So, there’s still some value in having those clicks. 

💰 Bonus Tip #14 💰

Vova: Also, you can use special links that let you earn a brand referral bonus if people from your list purchase through those links. 

This is a nice way to make a little extra money from Amazon.

💰 Bonus Tip #15 💰

Vova: As for asking for reviews, if you offer a 10% discount and then ask for a review, it’s legal and should not cause any issues. 

You can even ask for reviews through Amazon’s review request feature. 

Since these customers have already bought your product, there’s a higher chance they’ll leave a review, especially if they’ve reviewed your previous products.

Building and using your email list in this way can be a smart approach. 

It’s something we plan to do for our launch as well. 

And as you mentioned earlier, offering variations of your product is a good strategy too. 

Since they are similar products, it makes sense to offer different options to customers who are already interested in what you’re selling.

So, to summarize, using PPC ads aggressively at the start of your launch is important to get traction. 

You can also use Vine reviews, which are helpful for new products. 

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Isaac: I think we’ve covered most of the important points now. 

You need to have a good product, an appealing product listing, a great main image, and use PPC ads. 

If you have an email list, that’s also really helpful. 

How to Create a Good Email List

Isaac: By the way, I was wondering, how do you actually get a good email list? 

Because as you probably know, Amazon doesn’t give you the email addresses of your customers. 

So, how do you gather those emails? 

Do you offer something like a free warranty, or maybe some kind of insert in the package offering a discount or freebie? 

How do you approach it?

Vova: Yeah, offering a warranty is a great idea. 

Basically, what we do is provide a warranty for our customers, and I would suggest that readers take a look at Amazon's guidelines about this. 

It’s really important to follow the rules, especially since this is a sensitive area. 

Amazon does allow you to offer a warranty, so it's a legitimate way to get customer emails. 

You can offer a warranty and then register it on Amazon. 

That way, you don’t have to worry about breaking any rules. 

To gather the email addresses, you can provide a warranty registration where you ask for their email. 

You could even make it feel more official by giving them a nice certificate, like a canvas certificate, which makes them feel like they’re getting something valuable in return for their email.

Once you have that email list, it opens up new opportunities. 

You can set up an automatic email sequence that introduces each of your products to everyone who joins your list. 

With this system, anyone on your list will get exposed to all your products over time. 

You could even use this to share other things you’re working on, like a blog, a YouTube channel, or educational videos. 

The idea is to increase the number of touchpoints you have with your customers, which can help build trust and keep them coming back.

Another idea, which is a bit more tactical, is if you have a blog, you can use it to showcase your products. 

For example, if you write a post about the “7 best tools for BBQ cleaning” and you are launching a new grill cleaner, you can put your new product in the number one spot. 

Spotlight Post: How To Find Profitable Products on Amazon

The first position always gets the most clicks, so you can replace your top-selling product with your new one. 

This strategy works well because it puts your product in front of people who are already interested in similar items. 

If you want to take it further, you could advertise your blog post on Google to get traffic from there, which can then lead to more customers finding your product on Amazon.

In the end, though, the main thing we do is PPC advertising, but these smaller strategies can also help bring in additional traffic. 

I want to remind everyone reading that we have a link to Isaac’s Instagram down below, along with a special offer. 

>> Isaac's LinkedIn: Isaac Gross LinkedIn

>> Refine Your PPC Strategy Now With FREE Audit From Isaac!: https://igppc.com/vova

If you’re interested in the tips and tricks we’ve shared, or if you need help with PPC, you can reach out and see what Isaac’s team can offer.

Isaac, do you want to add anything else? 

Maybe share what types of sellers you usually work with or what size sellers typically reach out to you for help?

Is IG PPC Right for Your Business Size and Goals?

Isaac: We work with sellers of all sizes. 

When a seller reaches out to us, we have a conversation to figure out if we’re the right fit for them. 

We pride ourselves on being friendly and responsive, so feel free to contact us if you want to chat. 

Before we start working with a new client, we do a thorough audit of their account. 

And even if you don’t plan on working with us, but you’re handling your own PPC (pay-per-click), we’re happy to do this audit for you for free. 

This is a service we offer because we want to help sellers improve. 

After the audit, we’ll give you a detailed report with actionable insights and tips. 

If you want to get a free PPC audit and see where you can improve your account, just go to our website at IGPC.com and get in touch with us. 

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We’ll provide you with a valuable report that’s packed with useful information.

Vova: That’s a great offer, Isaac. 

The free PPC audit can really help sellers, whether they want to continue managing it themselves or get extra help. 

It’s especially useful for experienced sellers, the ones who have been doing PPC for a long time. 

You never know; there might be something they’re missing or something that could work better for them. 

I’d also appreciate it if you mention my name, Vova Even, when you reach out to them. 

Just to let you know, I’m an affiliate for Isaac, so if you decide to work with his team, I will receive a small commission. 

This doesn’t cost you anything extra, but it helps me keep this content free and available for you. 

By doing so, I can create more helpful videos and articles for you. 

It’s a win-win for everyone.

Thanks again, Isaac. It was a pleasure having you as a guest. 

You shared some great tips that will help a lot of sellers out there. 

I really appreciate you taking the time to do this. 

Isaac: It was a pleasure. Thank you so much.

Vova: Thank you, man.

_____________________

Conclusion

To wrap up our conversation, Isaac shared some really helpful tips for Amazon sellers, especially when it comes to managing PPC. 

The free PPC audit he offers is a great chance to get insights, whether you’re doing your PPC yourself or looking for extra help. 

It’s a nice way to spot areas that could use improvement without any pressure.

If you’re interested in working with Isaac’s team, just reach out to them, and don’t forget to mention my name. 

-: A Quick Reminder Before You Go! :-

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I’m an affiliate, so if you choose to work with them, I’ll get a small commission, which helps me keep creating free content for you.

Thanks again to Isaac for taking the time to chat and share his advice. 

I hope you found this conversation useful, and I look forward to doing more of these in the future.