Quick Answer

Profitable Amazon PPC requires: proper campaign structure (auto → manual funnel), aggressive negative keyword mining, exact match scaling for winners, and weekly bid optimisation. Most Indian sellers waste 40% of ad spend on irrelevant keywords.

By EcomSarthi Editorial Team|May 2026|13 min read

Amazon PPC Advertising Strategy to Maximize ROI in India 2026

A complete playbook for Amazon Sponsored Products, Sponsored Brands, and Sponsored Display — from campaign structure and keyword harvesting to dayparting and scaling.

Step 1 — The Auto-to-Manual Funnel (Foundation)

The most reliable Amazon PPC structure for Indian sellers:

Week 1–2

Auto Campaign

Budget: ₹300–500/day

Let Amazon find keywords. Harvest converting search terms from Search Term Report.

Week 3+

Manual Exact Campaign

Budget: 60% of total

Add your top converting keywords from auto as exact match with competitive bids.

Week 3+

Manual Broad/Phrase Campaign

Budget: 30% of total

Expand reach with broad/phrase match. Mine for new keywords continuously.

Ongoing

Negative Keywords

Daily task

Block irrelevant terms from all campaigns. This is your biggest lever for ACoS reduction.

Step 2 — Negative Keywords (Biggest Quick Win)

Run your Search Term Report weekly. Add as negatives any keyword with:

10+ clicks and zero sales
ACoS more than 2× your target ACoS
Irrelevant product terms (e.g., if you sell cotton shirts, block "silk", "polyester")
Competitor brand names (unless you have a conquest strategy)

Step 3 — Bid Optimisation Rules

Situation	Action	Amount
ACoS below target & ROAS above target	Increase bid	↑ 10–15%
ACoS above target by >5%	Decrease bid	↓ 10–20%
Good keyword, zero impressions	Increase bid aggressively	↑ 25–40%
High impressions, low CTR	Pause or reduce bid	↓ 15–25%
Keyword with 20+ clicks, zero sales	Pause keyword	Remove

Step 4 — Dayparting

Amazon India conversion rates peak between 9am–12pm and 7pm–11pm. Pause campaigns or reduce bids during 1am–7am to cut wasted spend. Use Amazon's budget rules or third-party tools for dayparting automation.

Step 5 — Sponsored Brands & Display

Sponsored Brands (SB) — Use for brand awareness. Target competitor keywords at top of search. Include your logo, headline and 3 products. SB video ads get 2× the CTR of static SB.

Sponsored Display (SD) — Retarget shoppers who viewed your listing but didn't buy. Low cost, high intent. Allocate 10–15% of total ad budget to SD retargeting.

Want EcomSarthi to Run Your Amazon PPC?

We implement this full strategy for your account. Average ACoS reduction: 35–50% in 60 days.

View PPC Service →