Amazon PPC Full-Funnel Strategy: How to Reach New Customers and Boost Sales

You’re tired of relying solely on bottom-of-funnel Amazon PPC tactics like targeting branded keywords and product ASINs. You know you need to reach new customers, but expanding your campaigns feels risky and complicated.

The reality is, scaling your Amazon business requires a full-funnel PPC strategy. It’s not just about capturing existing demand; it’s about creating demand by introducing your products to a wider audience.

In this article, we’ll cover how to implement a full-funnel Amazon PPC approach, including specific tactics and real-world examples. Let’s dive in.

What is a Full-Funnel Amazon PPC Strategy?

Most Amazon sellers focus on the bottom of the funnel. This means targeting keywords that people search when they are close to buying, such as specific product names or competitor brands.

While this is important, it limits your reach. A full-funnel strategy expands your reach by targeting customers at different stages of the buying process:

• Top of Funnel (Awareness): Introducing your brand to new customers who may not even know they need your product.
• Middle of Funnel (Consideration): Educating potential customers about your product’s features and benefits.
• Bottom of Funnel (Conversion): Capturing customers who are ready to buy.

“Bottom of funnel is just catching that sale when they’re ready to buy and going after those keywords that are really closely targeted for purchase intent. Then you start to get into consideration, which is, ‘Okay, they know they want to solve this problem, but what are their different options?'” explains Destaney Wishon, a PPC expert.

Why You Need a Full-Funnel Approach on Amazon

Relying solely on bottom-of-funnel tactics leaves money on the table. Here’s why:

• Limited Growth: You’re only capturing existing demand, not creating new demand.
• Competition: Bidding on the same keywords as everyone else drives up costs.
• Missed Opportunities: You’re not reaching potential customers who could benefit from your product.

“If you want to be able to scale your business, you have to be able to go out and reach new people and introduce them to your brand,” says Wishon.

Top-of-Funnel Tactics to Drive Awareness

Top-of-funnel tactics focus on reaching a broad audience with general keywords and product categories. The goal isn’t immediate sales, but brand awareness and consideration.

Here are a few strategies to consider:

• Category Targeting: Target broad product categories related to your niche. For example, if you sell coffee makers, target the “coffee makers” category.
• Interest-Based Targeting: Use Sponsored Display ads to target audiences based on their interests. For example, target people interested in “home brewing” or “coffee culture.”
• Lifestyle Keywords: Target keywords related to a specific lifestyle or hobby. For example, if you sell yoga mats, target keywords like “yoga for beginners” or “home workout equipment.”

Example: A brand selling organic baby food could target the “baby food” category and use Sponsored Display to reach parents interested in “organic living” or “healthy eating for kids.”

Middle-of-Funnel Tactics to Drive Consideration

Middle-of-funnel tactics focus on educating potential customers about your product’s features and benefits. The goal is to move them from awareness to consideration.

Here are some effective strategies:

• Problem-Solution Keywords: Target keywords that describe a problem your product solves. For example, if you sell a sleep mask, target keywords like “how to sleep better” or “light sensitivity.”
• Benefit-Driven Keywords: Target keywords that highlight the benefits of your product. For example, if you sell a water filter, target keywords like “clean drinking water” or “remove contaminants from water.”
• Feature-Specific Keywords: Target keywords that focus on specific features of your product. For example, if you sell a noise-canceling headphones, target keywords like “noise-canceling technology” or “comfortable headphones.”

Example: A brand selling ergonomic office chairs could target keywords like “back pain relief,” “improve posture,” or “comfortable office chair for long hours.”

Bottom-of-Funnel Tactics to Drive Conversions

Bottom-of-funnel tactics focus on capturing customers who are ready to buy. This is where you target high-intent keywords and product ASINs.

Here are a few essential strategies:

• Branded Keywords: Target your own brand name and product names.
• Competitor Keywords: Target competitor brand names and product names.
• Product ASIN Targeting: Target specific product ASINs, especially those that are similar to yours.
• Long-Tail Keywords: Target long-tail keywords that are very specific and have high purchase intent. For example, “best portable espresso maker for travel.”

Example: A brand selling a specific model of wireless earbuds would target its brand name, competitor brands like Apple AirPods, and related keywords like “best noise-canceling wireless earbuds.”

Measuring the Success of Your Full-Funnel Strategy

It’s important to track the performance of each stage of your funnel separately. Don’t expect top-of-funnel campaigns to have the same ACOS as bottom-of-funnel campaigns.

Here are some key metrics to track:

• Top of Funnel: Impressions, clicks, and brand awareness (measured through brand lift studies or surveys).
• Middle of Funnel: Website traffic, engagement metrics (time on page, bounce rate), and product page views.
• Bottom of Funnel: Conversion rate, ACOS, and revenue.

“You can’t expect a top-of-funnel campaign to perform the same as a bottom-of-funnel campaign. You have to look at the metrics that are relevant to each stage,” Wishon advises.

Example: Full-Funnel Approach for a New Skincare Product

Let’s say you’re launching a new line of organic face serum. Here’s how you might implement a full-funnel strategy:

• Top of Funnel: Target the “face serum” category and use Sponsored Display to reach women interested in “organic skincare” and “natural beauty.”
• Middle of Funnel: Target keywords like “reduce wrinkles,” “hydrate dry skin,” and “anti-aging serum for sensitive skin.” Create a video ad showcasing the serum’s key ingredients and benefits.
• Bottom of Funnel: Target your brand name and product names, as well as competitor brands like The Ordinary and Paula’s Choice.

After 60 days, analyze the results. You might find that the top-of-funnel campaigns have a high impression share but a lower conversion rate. That’s okay! The goal is to introduce your brand to new customers who may eventually convert.

AdLabs Can Help You Manage Your Full-Funnel Campaigns

Managing a full-funnel Amazon PPC strategy can be complex, but AdLabs makes it easier. Our software allows you to:

• Easily segment your campaigns by funnel stage.
• Track key metrics for each stage.
• Automate bid adjustments based on your goals.
• Gain a clear overview of your overall PPC performance.

Don’t limit your growth by relying solely on bottom-of-funnel tactics. Expand your reach, create demand, and scale your Amazon business with a full-funnel PPC strategy.

This article provided guidance on implementing a full-funnel Amazon PPC strategy, a concept that’s crucial for sustainable growth. By reaching customers at every stage of the buying process, you can build brand awareness, drive consideration, and ultimately boost sales.

This article is based on Episode 42 of That Amazon Ads Podcast. Subscribe for weekly Amazon PPC strategies.