How to Adjust Amazon PPC When Demand Changes Overnight

This spring, Amazon demand is behaving like nothing we have seen. Some products have doubled in sales overnight. Others have stalled. Some brands are selling well but cannot get stock into FBA. A PPC setup that worked in February may be completely wrong today.

Here is how to adjust your Amazon ads when demand changes fast, whichever direction it is going for you.

First, look at the right data

Averages over 60 or 90 days are not useful right now. Look at the last 7 and 14 days. Compare clicks, conversion rate and cost per click with the weeks before. You need to know what is happening now, not what used to happen.

If demand has spiked

Good news, but it has risks.

• Check stock first. If you cannot restock quickly, more sales today can mean a stockout next month. Slow down ad spend to make stock last.
• Lower bids on generic keywords. When organic sales are strong, you may not need to pay for as many clicks.
• Keep brand terms covered. Competitors may try to grab your traffic. Keep your branded campaigns running.
• Watch your conversion rate. If it jumps, your ACoS will fall. Use that room carefully, not all at once.

If demand has dropped

• Do not panic and turn everything off. Shoppers will come back. Brands that stay visible keep their rank.
• Cut waste. Pause or lower bids on keywords that do not convert. Add negatives for poor search terms.
• Focus on your best keywords. Put budget on exact match terms that still convert.
• Look for new needs. Shoppers are using products differently while at home. A new use case might mean new keywords.

If you cannot get stock into FBA

• Lower spend on products with low stock, as we covered in our post on FBA restrictions.
• Pause ads entirely for products that will run out within days.
• Run ads on your merchant fulfilled offers if you have them, but only where delivery times are reasonable.

Watch cost per click

In some categories, advertisers have pulled back and clicks are cheaper. In others, competition has jumped. Check your average cost per click by campaign every few days. If clicks are cheaper and your stock is healthy, this can be a good time to win rank on key terms.

Check bids more often

Normally we review bids every week or two. Right now, a few times a week is better. Look for:

• Campaigns hitting their daily budget early in the day.
• Keywords where conversion rate has changed sharply.
• Products where stock is running low.

Keep a log

Write down what you change and why. When things settle, you will want to know which changes helped and which did not. It also makes it easier to roll back.

The bottom line

When demand changes overnight, your ads need to change with it. Use recent data, protect your stock, cut waste and keep your brand visible. If you want a team checking your campaigns every day, see our Amazon PPC management service, or start with a free audit.

FAQs

Should I pause Amazon ads when sales drop?

Usually not completely. Cut waste and focus on your best keywords so you stay visible and keep your rank for when demand returns.

How often should I adjust Amazon bids right now?

While demand is changing fast, review bids and budgets a few times a week instead of every week or two.

Should I advertise products that are low on stock?

Lower spend or pause ads on products that are close to running out, so you do not stock out before you can restock.