Amazon PPC Management
Data-driven campaign restructuring, keyword harvesting, and automated bid rules that turn your ad spend into profitable sales.
Campaign Architecture
What I Manage
Amazon PPC isn't one campaign — it's a system of interlocking parts. Here's everything I build and optimize so your ad spend actually drives profit.
Campaign Structure
Tiered campaign architecture that separates discovery, testing, and scaling so every dollar has a clear job.
- 3-tier funnel: auto → phrase → exact
- Single match type per campaign for clean data
- Product-level campaign segmentation
Keyword Harvesting
Continuous keyword discovery from search term reports, competitor analysis, and reverse ASIN lookups.
- Weekly search term mining & graduation
- Competitor reverse ASIN lookups
- Aggressive negative keyword management
Bid Optimization
Data-driven bidding based on real conversion data, not Amazon's suggested bids.
- Start low, let conversion data guide bids up
- Top-of-search placement optimization
- Day-parting for peak conversion windows
Sponsored Brands & Display
Full-funnel coverage beyond Sponsored Products — brand awareness, retargeting, and category defense.
- Brand video for top-of-funnel awareness
- Category and product retargeting
- Storefront spotlight campaigns
Budget Allocation
Strategic budget distribution based on campaign performance, not gut feeling or equal splits.
- Shift spend toward top performers
- Seasonal budget scaling (Q4, Prime Day)
- Portfolio-level caps to prevent overspend
Reporting & Analysis
Clear performance reports showing what's working, what's wasting money, and exactly what to adjust next.
- Search term performance analysis
- Keyword-level profitability reporting
- Actionable weekly optimization plan
Track Record
Real Results
50K+/mo
Ad Spend Managed
Across Sponsored Products, Brands, Display, and DSP campaigns
22%
Average ACoS Achieved
Down from 35%+ through systematic keyword optimization and bid management
3.5x
Average ROAS
Every dollar in ad spend generates 3.5x return in attributed revenue
6+ mo
Continuous Optimization
Ongoing weekly campaign management with compounding improvements over time
These aren't hypotheticals — they're from real campaigns I manage every week.
Deliverables
What You Get
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Sponsored Products & Brands Setup
Full campaign architecture for SP, SB, and SD with proper ad group structure and targeting.
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Keyword Research & Harvesting
Continuous keyword discovery from search term reports, competitor analysis, and reverse ASIN lookups.
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Negative Keyword Management
Aggressive negative keyword pruning to eliminate wasted spend on irrelevant search queries.
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Bid Optimization & Day-Parting
Automated bid adjustments based on performance data, time of day, and day of week patterns.
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ACoS & ROAS Tracking Dashboards
Real-time dashboards showing ACoS, TACoS, ROAS, and spend efficiency at campaign and keyword level.
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Weekly Performance Reports
Clear weekly reports with spend, sales, ACoS trends, top performers, and action items.
Scope & Pricing
Every Project Is Different
I scope every engagement individually based on your data, goals, and timeline. No cookie-cutter packages — just a solution built around what you actually need.
Data Volume
Number of SKUs, pages, or data points to process drives the scope of the project.
Delivery Format
Raw CSV, live dashboard, API integration, or automated reporting — each has different complexity.
Ongoing Support
One-time delivery versus ongoing monitoring, maintenance, and iteration on results.
Process
How It Works
Audit
Full campaign teardown — structure, keywords, bids, search terms, and wasted spend analysis.
Restructure
Rebuild campaigns with proper hierarchy: research, performance, and defense layers.
Optimize
Weekly bid adjustments, negative keyword pruning, and search term harvesting based on live data.
Scale
Increase spend on winners, launch Sponsored Brands and Display retargeting for full-funnel coverage.
Report
Weekly dashboards with ACoS, TACoS, ROAS, and clear action items. No vanity metrics.
Deep Dive
Expert Insight
Campaign Structure: Research / Performance / Defense
The most effective PPC accounts use a three-layer structure. Research campaigns (auto + broad match) discover new converting search terms at controlled budgets. Performance campaigns (exact match) bid aggressively on proven winners — these drive the bulk of profitable sales. Defense campaigns target your own brand terms and competitor ASINs to protect market share.
This separation means you never overspend on discovery and never underspend on what's already working. Most accounts I audit have all three layers smashed into one campaign — making optimization impossible.
TACoS vs. ACoS: The Metric That Actually Matters
ACoS (Advertising Cost of Sales) only measures ad spend ÷ ad revenue. But ads drive organic sales too — a product that ranks on page 1 organically thanks to PPC-boosted sales velocity is invisible to ACoS. TACoS (Total ACoS = ad spend ÷ total revenue) captures the full picture.
A healthy account shows ACoS holding steady while TACoS gradually decreases — that means organic sales are growing as a proportion of total revenue. If both metrics move in lockstep, your ads aren't building organic momentum.
Day-Parting: When Not to Show Ads
Most Amazon categories see 60-70% of conversions between 8 AM–11 PM in the buyer's timezone. Running ads at 3 AM means you're competing for low-intent browsers while paying the same bid. Day-parting lets you reduce bids during dead hours and increase them during peak conversion windows. Even a simple rule — cut bids 40% from midnight to 6 AM — can drop overall ACoS by 5-8% with zero impact on sales.