Amazon advertising by sector
Amazon PPC management for accessory brands
Accessory brands sell products that go with something else: cases and screen protectors for particular phones, straps for particular watches, chargers, cables, bags for particular laptops. Shoppers search with the model in mind, so 'case for [phone model]' is far more useful than 'phone case'. That makes compatibility the centre of keyword and negative work. Accessories often sell at low prices with thin margins, which limits what a click can be worth, and many come in a large number of variants that change as new models appear.
This page covers model-specific searches, negatives for other models, margins on low-priced items, variant structure and keeping up with new models. LetGetGrow manages Amazon advertising as ongoing management or one-off projects, working in your own advertising account, with the scope and fee set out in a custom quotation.
Illustrative diagram
- Announce
- Launch
- Peak
- Decline
- Clear
Model-specific searches
A shopper searching for a case for one phone model will not buy a case for another, however similar. Advertise each compatible variant against searches naming its model, and make sure the listing states compatibility clearly in the title. Generic searches such as 'phone case' are broad and expensive and may convert poorly for a model-specific product.
Model names can be trade marks of the device maker. Describing compatibility accurately is usually how accessory listings work, but check Amazon's policies on using other brands' names in titles, keywords and ads.
Accessory search types
| Search | Example | Advertising note |
|---|---|---|
| Model-specific | case for [model] | Main focus; match the variant |
| Feature plus model | magnetic case [model] | Strong intent |
| Generic | phone case | Broad; often poor fit |
| Wrong model | [similar model] case | Add as negative |
Excluding other models
Broad and phrase match can show a case for one model on searches for a neighbouring one, such as a 'Pro' or 'Max' version. Add those models as negative exact or phrase in each ad group, taking care not to block the model you do fit. Review search term reports often when new models launch, because searches shift quickly.
Low prices and thin margins
A low-priced accessory leaves little profit per sale after fees, so the break-even cost per click is low. Bids need to reflect that. Bundles or multipacks can raise order value and allow a little more room. Avoid copying bids from higher-priced products.
Following the model cycle
Announcement
Prepare listings for new models.
Output: Variants ready
Launch
Campaigns for new model searches.
Output: Early visibility
Peak
Bids from margin and conversion.
Output: Profitable sales
Decline
Reduce spend on older models.
Output: Budget moved
Clear
Pause or clear old stock.
Output: Tidy account
Example: a case range
Illustrative example — not a client case study
Situation: A brand sells cases for six phone models.
- Each model has its own ad group with keywords naming that model.
- Neighbouring models are negatives in each group.
- When a new model is released, budget for the oldest model is reduced and moved to the new one once its listing is live.
What this shows: Spend followed the models shoppers were searching for. This example is illustrative.
Accessory PPC checks
Structure
- One ad group per model
- Compatibility in the title
Negatives
- Neighbouring models excluded
- Fitting model not blocked
Budget
- Bids from thin margins
- Spend moved as models age
Many variants
Colours and finishes multiply the number of variants. Advertising the best-selling colour for each model and letting shoppers choose others on the listing keeps campaigns manageable.
Product targeting
Advertising an accessory on the page of the device it fits can reach shoppers at the right moment. Check compatibility carefully before targeting any product page.
Chargers and cables
Chargers and cables are searched by connector type, power rating and device. Advertise only for the connectors and ratings your product supports, and add others as negatives. Electrical accessories may also need to meet safety requirements, so check what applies before advertising, and make sure listings state ratings and compatibility accurately. Shoppers who receive the wrong connector return the product.
Straps, sleeves and bags
Watch straps are searched by watch model or lug width; laptop sleeves by screen size and model. The same principle applies: match each variant to the measurement or model in the search, and exclude sizes you do not sell. A '16 inch laptop sleeve' search sent to a 14-inch sleeve wastes the click.
Reviews across models
When one listing covers several models as variants, a complaint about the fit of one model's variant can affect the whole listing's reviews. Check fit carefully for each model before advertising it.
Questions about Amazon PPC management for accessory brands
How do accessory shoppers search?
Usually by the device model the accessory fits.
Why exclude similar models?
A case for one model does not fit another.
How should bids be set for cheap accessories?
From the thin margin; break-even per click is low.
Can we use device model names?
To describe compatibility; check Amazon's policies.
What happens when new models launch?
Move budget towards the new model's searches.
Should every colour be advertised?
Advertising the best seller per model keeps things manageable.
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