Real World Example: How Amazon uses PPC Marketing to Dominate Search Results

When people talk about PPC, most of us think about small ad budgets and testing keywords. But the big brands? They are playing the PPC game like it's chess- and they're winning.

One of the most powerful and (maybe underrated) PPC players in the world is Amazon. The company that seems to show up in your Google searches no matter what you're looking for is doing a lot more than relying on SEO or organic buzz, they are actively bidding on keywords.

Does Amazon really need to rely on Ads in the first place?

Yes I know, Amazon is already a giant in the marketing and sales industry, but the use of PPC is what makes them stay at the top of their game. Especially when:

• Outranking competitors.
• Promoting high converting product listings
• Dominating holiday and seasonal keyword traffic.
• Controlling brand perception in search results ("best water bottle, bluetooth headphones etc) on Google.

How Amazon uses PPC on two levels

1. Google Ads: Amazon runs on Google Search and Shopping advertisements that show up when people are searching for generic products like affordable planners or kids lunch boxes. They do this by directing people straight to product pages, promote Amazon Prime listings, push their private label products (AmazonBasics).
2. Amazon Sponsered Ads (Internal PPC) : Even inside Amazon's ecosystems, sellers run Sponsored Product Ads which are essentially PPC ads that show up when customers search for related items on Amazon. This means brands are bidding against each other within Amazon.