Amazon PPC
SKILL.md
Amazon PPC
Amazon advertising is a pay-to-play channel where campaign structure determines whether you scale profitably or bleed budget on irrelevant clicks. Amazon PPC helps you design Sponsored Products, Sponsored Brands, and Sponsored Display campaign architectures from scratch — or restructure messy existing accounts — with clear keyword match type strategies, bid logic, negative keyword funnels, and budget allocation rules tied to your actual margin and ACoS targets.
Quick Reference
| Decision | Strong | Acceptable | Weak |
|---|---|---|---|
| Campaign goal for new product | Launch (maximize data) | Scale if similar product exists | Profit mode on day 1 |
| Starting ACoS target | Below gross margin by 5-10% | Equal to gross margin | Above gross margin |
| Match type for seed keywords | Exact + Phrase in separate campaigns | Broad with negatives | Auto only |
| Budget allocation (launch) | 60% research, 40% performance | 50/50 split | 100% exact match |
| Negative keyword timing | Add day 1 (obvious irrelevants) | Add after 7 days of data | Never (bleeding budget) |
| Bid adjustment for top-of-search | +20-50% if ACoS allows | +10-20% to test | No adjustment |
| Search term graduation trigger | 5+ orders at target ACoS | 3+ orders | Never harvest |