Amazon PPC Secrets Top Sellers Don't Want You to Know About

Amazon PPC Secrets Top Sellers Don't Want You to Know About Speaker 1: Amazon PPC, what is it? Amazon PPC is Amazon Pay-Per-Click. And we really want to understand in this masterclass, why should you use Amazon and how to use it in a simpler way instead of overcomplicating it. My name is Yanni. I've been selling on Amazon for over six years. I've done over six million pounds in sales, which is around $7 million, I guess. Right now we have a full service Amazon agency called eCommerceville, the city of eCommerce, where we manage over 20 million in yearly revenue and a couple of million, actually by now, 3 million in ad spend per year. So we do have a lot of data and we do have a lot of stats when it comes to Amazon advertising. Let's get into it. What we'll cover today is the following things. First, the role of PPC. What it does and what it doesn't. Ad types, what type of advertising there are, sponsor, product, brands and display and etc. Campaign structures, type of structures and how you should structure for maximum efficiency. Match types, bidding strategy, the funnel of ads, negative keywords, reading data and scaling, common mistakes and actual clients results so you can actually see these things work. Now, Amazon, before we even start, we need to figure out what Amazon is and how people use it. Amazon is a search engine, meaning people go there to search. Always go back to how do customers buy from Amazon and the way they buy is by searching on it. Shoppers come with intent, they know why they're coming from, they know why they should buy and they're looking for something. They're already looking for let's say a phone, let's say for an energy drink. So the key here is you want to be shown for what they're looking for. So visibility will equal revenue. The more you're seeing, the more potential there is for revenue. PPC feeds also with organic rank. So every ad sale will feed organic sale. And most importantly, the Amazon algorithm will feed relevant. So the more relevant you are for the search, the better your product will do. Perfect. So what does PPC do? And here is the most important part. PPC generates traffic. It does not guarantee conversion. Just because someone sees me doesn't mean I'll convert. That is down to the listing, that is down to the market fit, that's down to the pricing and to the reviews. If you have those things and you're relevant for the search, then you're going to convert. But if you don't have those things, PPC is not going to help you. So successful advertisement on Amazon means that you're actually there and you're seen by people. That's the goal. That's the key. Nothing less, nothing more. So we need to understand that part. So another thing before you even start advertising, which is paramount, is you need to know your margin. You need to understand how much can you actually afford to spend on ads. When I say margin, I'm talking about gross margin, but I want to know the margin after the fees, because if you use the margin before the Amazon fees, it can be 70 to 80%, but after the fees, it can be something like 30%. So the margin you really want to understand is after fees. Example, if your gross margin after Amazon fees, is 30% you know that the maximum you can afford to spend on ads is 30% and after that you won't make a profit. Now the caveat with this is that you need to understand that when you're starting Most likely you're not going to make money. Sometimes breaking even especially for the launch is actually successful. So understand your profits extremely well because if you don't you're going to be struggling and you might be in a position where it looks like you're growing, you're doing good revenues, you're starting to be established in the ranks. But you're actually not making profit and that is the issue and that's the problem. So understand the fees extremely well. A simple way to do that is use an Amazon calculator. Amazon provides you with that. Understand your SKU, your category, how much gross margin and profit there actually is. From there you can start building the ad strategy. But that is paramount. Margin is above everything. Now, we also need to differentiate what type of product you sell, because different products and categories will have different ad strategies. The first product is consumable. Products that people buy all the time. Example is supplement, example is drinks, example is food. Products that people buy all the time. Consumables that have high LTV, meaning LTV is Lifetime Value Customer, it means how much are people buying. Example, if it's a supplement and you know you have 12 purchases from a customer, you know that you can afford a lot more spend wise and you can have a much higher A cost. Ecos is advertising cost of sales, meaning ad spend divided by ad sales. It basically tells you how efficient your advertising is. So the key here is to understand that the higher your LTV, the more you can afford advertising. And with products like consumables, you can have higher ecos. And the key here is to focus on consumer acquisition and to make sure that that's profitable. Another big thing that consumable product has is subscribe and save. Subscribe and save is, and if you're shopped on Amazon, I'm sure you know, it's when you offer a percentage discount for people to repeat buy. The good thing about subscribe and save is you pay for the product once through advertising and for the customer once through advertising. And the second, third and 10th time, as long as they don't cancel, you don't pay in ad spend, which is paramount here. That is the key. If you have, let's say a 10% subscribe and save discount, yes, you're going to lose that 10% of margin the first time, but then you're not going to pay that in advertisement. And the majority of the time, your ad spend is going to be higher than that. So key here, subscribe and save, use it if it's consumable. Now on the other side, you have the one-off products, the single purchases. That can be furniture, that can be microphones, that can be keyboards and computer. Those are one-off products. So the key there is you need to really understand your margins because you cannot afford to spend as much because people are not going to come back as much. Example, if you're selling a microphone, And you know that microphone is going to last at least two to three years. You cannot advertise and be as aggressive as you would be with consumables where you get products, purchases every month. So understand this. If I have a one-off product, I need to know how often people are buying it. And ideally for one-off products, you want to have a higher price because you can afford to spend more. A cost here must usually stay lower. Profitability, ideally you want to have it from day one or at least in the first three to four months because then you will have the same chance. Protect your best keywords. This is very important. Be very precise of how you advertise because it's one-off. So you need to make sure that the search intent is extremely good. And of course, listing conversion needs to be high because you want to convert as much as possible. Now, me personally, with all the products I've sold and the brands I work with, the brands that do usually much better are consumables because you can play around more with that. You can be more aggressive. I tend to stick to it and you have a higher LTV. Now, one-off purchases and one-off single products are great as well. You have someone like the wallet companies, rich, that they're more expensive, but they do quite well. You have more premium products that do well, but in this category, the one-off and single purchases, you really want to be playing with higher average order values because if you don't, your advertising is going to be very difficult to be profitable. As with everything on Amazon, ad sales heavily influence organic sales, and that's very important to know. So let's get into the type of Amazon ads you have, and they're different. You have sponsored products, which is when you appear in search results and they actually see you there. You have sponsored brands, which they're more for to build awareness And you have to use more products in there. It's usually a minimum of three products. You have sponsored display, which are great for retargeting and defending your listing. And then you have sponsored TV, which is usually for large budgets only, and they're not for most. And then you have Amazon DSP as well, which I'm not even going to mention here because That requires a lot more spend and a lot more nuances and understanding. But the key you need to understand on Amazon is that 90% of sales come from sponsored products, the PPC. So if you get sponsored products right, you got pretty much everything else right. Now sponsored brands, sponsored display, they're great. They can do well as well. But the majority of your sales for 99% of products come from sponsored products. You get those right, you're on a very good path. I always say this when it comes to Amazon advertising, always be testing. Have all your sponsored products done and ready and always optimize and test, but also have sponsored products and sponsors on display if the budget permits. It's very important what your budget is. That is paramount. Now, let's start with the first type of sponsored products, which is automatic campaigns. Automatic campaigns are one of the most underrated in 2026 because you're basically relying on Amazon's algorithm. And for them to help you search for the right customers. And Amazon automatic campaigns, they have four types of targeting. The first one is close match. Many times one of the best performer. With close match, your app shows for searches closely matching or exactly the same to your product. So you're looking for keywords that are, so basically Amazon is going to show you for those search terms that are very close to what your products do. And this is paramount here. Close match is a great, great method to get more sales. Next one is Loose Match, and it's broader matches, including adjacent use cases, wider reach. It has lower precision, but sometimes can find a lot of winners that close match won't be, because you're giving Amazon more leeway. It's great to find unexpected winners with that. And after that, you have Substitutes. And Substitutes are amazing as well. Don't get me wrong, because with Substitutes, a lot of the times you're showing up for other listings, for competitor listings, so you're kind of stealing traffic, and Amazon is saying, My product is A, it's better price, has better reviews. I'm showing underneath a product B that is not as good. So people are actually a lot of times buying that. So it's very powerful. Compliments, it appears a listing of products bought alongside your product. Usually compliments is the one that doesn't perform as best. But for me, I'll always try all four of them. And there's two ways to do it. So you can put one automatic campaign and put it all together. So you're testing close, loose, substitutes and complements or you can do one by one. You do four different campaigns, one with close match, one with loose match, one with substitutes and one with complements. There's no wrong or right here. It's very depending on the budget. If the budget permits, I would like to test them individually because it's cleaner, it's better and it's easier for me to track. But very important here, this is probably the most important part, you have to optimize it. The thing with automatic campaigns is if you're not checking them regularly and you're not optimizing, the search term can run wild because Amazon, because you gave them so much leeway and you're not controlling the search so much, they might start showing you for relevant search terms. You might be advertising a phone, but they're looking for a mouse or for a keyboard and sometimes people will click on that. When you see that, you need to add negations, negations of paramount. And what are negations on Amazon? Amazon negations When you say to Amazon this search term or this product, this keyword, I don't want you to show at all. This way you control. A good automatic campaign is a campaign where you control that. You want to make sure that you're as precise as possible in your only You're only showing up for search terms and for products that are relevant to your product. Because if you don't, you can run very well. I've seen cases with campaigns where they have a couple of thousands per month in wasted ad spend because negations were never added. You start adding those negations, automatically the campaign starts working even better. So that is very paramount, negations. Moving to the other type of campaigns is the manual campaigns and match types. And here you choose which keywords or which phrases you want to target. You have the broad match, which is the wildest reach. Broad match gives you a wilder reach. Example, if you look for protein powder, it may also show best stream supplements, meat replacement shakes, it can go quite wide there. But because of that, it can bring you amazing results. Because again, Amazon is incredibly smart I'm here to help you to understand where the click comes and where the conversion goes. And when they see something that's converting more and it's clicking more, they're going to start pushing that more. So broad match is again, one of the most underrated ones. A lot of people push the exact match, which is great, but more and more in the last two years, Amazon is preferring broad matches, is preferring all the campaigns, but it gives it more leeway and more data to play with. So broad match, similar to automatic, you want to make sure you're adding negations. It can run a while. What do you see by that? Meaning that you're looking for protein powder, but then it's showing just gem stuff, right? So you might getting a lot of clicks, but you're not converting. So again, add negations. When you see something that's not converting and it's not completely relevant, then you want to start negations. That's very important. The second one is phrase match. Very powerful again. It's more balanced precision. The search main contain your keywords, phrase and order. Good middle. It's quite good because it's more precise than broad. It also gives you phrases so you can control a lot more. Phrases, another one that's quite underrated. It works best because still you have the discovery element, but it's more precise, but it also lets you use longer keywords. Example, so if your keyword is protein powder, the matches can be chocolate protein powder. So it's very important to know how to use it well. Here, again, I would still make sure that I'm checking for search terms and that I'm adding negation. That's very important. And then you have the third type, which is exact match. For an exact match, you have the maximum control. If you say protein powder, it should advertise around protein powder. Now, very important. Exact match is becoming less and less exact in the last couple of years. Sometimes, even if you say protein powder, it can run a bit looser and not be exactly protein powder. And on exact match, you'll be using negations less, but still, I'll make sure that I keep negations less. Now, forget about the type of matches. The same principle applies. You always start testing and you're always optimizing. You need to understand your conversion rate extremely well. If you know your conversion rate is 10%, it means that every 10 clicks you convert. So if you see a search term in broad phrase or exact match that has more than that, example 15 to 20 clicks, then that's a good time to negate it. Don't negate it too quickly. So if your conversion rate is 10% in 10 clicks, don't negate it on the 11th or 12th click. But when you see 15, 20 clicks and there's no conversion, then that's time to negate it because obviously that thing is not converting. You remove that, you start spending more and better. So very important, understand the match types, but always understand it will never be autopilot and you need to keep managing them. Now, the other campaign is product targeting campaigns, product category targeting campaigns as well. And here we have a couple. Top five competitors, meaning you select the ASIN that are the most competitive to you, that have the highest sales in your niche and you're trying to steal traffic. The important part here is that in some ways you can compete with them. If the top five competitors beat you in price, reviews and overall quality of product, you will struggle to compete with them. I would still suggest to put a product competitor targeting, but what I would suggest to do is slower bid because you'll still be getting clicks, but you won't be converting as well. All the product targeting campaigns that we love to do, it's low star ratings. What does that mean? ASINs that have lower reviews, but they have a good amount of traffic, I would like to be shown underneath. And why is that? Because they have traffic, they're getting sold, and when someone is on their page and underneath they see a product that has better reviews, better price, or at least better reviews, they will buy yours because they have high intent. They're already there to buy, they see a product that's clearly better, they go and they buy. So that's very powerful. Another one, it's higher priced ASINs. So show them the smarter value. Show them that you're cheaper or other than cheaper, you're better priced and you have more value. You're basically starting and competing against people who have higher price, example, $30, you're $25, $20 and you look like the better deal. People will go for you. So that's very important. And then the last but not least is the category targeting. Product targeting again, but now you're targeting the full category. Ideally, what I would love to do here is to, one, which is above your price, meaning if your price is $9.99, you want to start for all the category from $9.99. And then another one with all the category and all pricing. For all the category and all pricing, you want to make sure that it's a lower bid, especially at the beginning, because that can go quite wild. The category targeting here, It's similar a bit to the broad one because it's wider. You're going to get a lot of search terms and the search terms here will be products that are quite wider. So again, you want to negate. Same principle with negation. You negate what's irrelevant. Similar with the other three types. You want to make sure that you're always looking for search terms and where you're showing up for products and for which products you're showing up and if it's relevant and if it's running wilder, you want to make sure that you remove it because you always want to make sure you're as precise as possible. So remember, this is all about biopsychology. A shopper on a competitive page who sees your better offer, it's prime to switch and to buy. That's Paramount here. That's why these campaigns work extremely well. After we understand what the campaigns are, we need to understand also bidding strategies and they're very, very important. There are three types of bidding strategies on Amazon. The first one is dynamic down only. Dynamic down only means that Amazon is willing to reduce your bid. So if your bid is a dollar and they see something that's not going to convert as much, they will lower that. They can lower 40, 50, 60 cents, whatever your bid is. Important part here, Dynamic Down Only, you rarely, rarely lower. Amazon doesn't really lower. They're not going to increase, but they're not going to really lower either. But here you can control more your bid. You can control it. You know that if you put a dollar and you don't have any bid adjustments, you're going to stay around that. You're not going to go to $1.20, $1.50. So it gives you more control. Personally, for us, that is something we love to use. Majority of the campaigns we do is Dynamic Down Only because we have more control. The second campaign here, the second type of bidding, it's dynamic up and down. Another good one, with dynamic up and down, the complication is they're willing to go up to 100% more than you bid. Meaning, if you have a dollar bid, they're willing to go up to $2, up to 100%, so it can get very priced very quickly. Dynamic up and down is great for kind of discover where the sweet spot is for bids. It will also sometimes generate a lot more sales there, but it will be pricier sale. You don't have as much control and when you're optimizing, you're always doing 2x. So if you go from $1 to $1.20, now you can go up to $2.40 per bid. And also because Amazon is tricky, the 100% up and down can happen quite regular, but the down, they don't really do that. They usually tend to stick more and more up. So always be careful with this one. The last one is fixed bids. Fixed bids meaning that if you put a dollar, they're going to do a dollar. Fixed bids can be quite expensive and they're great usually for ranking, meaning you're trying to push your rank. But me personally, over all the campaigns we've worked with and all the brands we've worked with, we love dynamic bid down only. If we want to test and be more aggressive, we go with dynamic bid up and down. And for us, dynamic bid up and down works better for ranking than fixed bids. So be always very cautious of what you're using. But if you want to be on the safer side, you want to play with dynamic down only. That's very paramount here. This here comes the grayer area. How much should you bid? And then it goes back to know your conversion rate, know your gross margin, know your product price. And here we have a simple math, which is product price, target ACOS and conversion rate. So if it's 20 pound product, you want to have a 30 ACOS and you have a 10% conversion rate, your max cost per click should be 60. Now, don't always abide by this and I'll tell you why. Because when we go back to what type of product you're selling and if you're selling a one-off product, you need to be a little bit less aggressive. If you're selling a consumable with high LTV, you can be a little bit more aggressive. So that's why you need to be very careful here. That's why testing is important because when you test, you start understanding how you're spending and how much you can spend. But this is a very good rule of thumb to kind of stay under that. So always be doing this math, do a simple Excel sheet calculator or use AI and just understand how much your bid is. Feel free to use these. That's something we use internally, but it's very straightforward and easy to use. But again, the key here is always be testing, testing bits. Understand that Amazon PPC is not just math, it's art to it as well. And you will understand your product better than most. And that's key here. Very important to understand that part. Then another super important thing, of course, to understand is it's the Amazon conversion funnel. What's the Amazon conversion funnel? How does it even work? In the conversion funnel, it's very simple. At the top is impressions, people actually looking at your listing. When you're scrolling on Amazon and you're looking at those products, that counts as an impression. Not when you click on it, just before you even click on it. After that, it's the click. And very important, the click is the first time Amazon charges you anything. Amazon doesn't charge for impressions, but it does charge for click. Click is of course when someone goes to your listings, when they click on it and they go to the listings. Then you have the at the basket. This is when people at the basket, but this is something that especially if you're a beginner, I wouldn't track extensively. I'll focus more on the purchase, which is when they actually purchase. So impression, clicks and purchase is what you need to be looking for and purchase is also Let's see what we have. either irrelevant keywords to what you're selling, which means that with PPC, you can fix that. You make sure that you're looking for relevant keywords or on the other side, your bid is not high enough. Your bid is too low. Maybe your bid is 30 cents when it should be 50 cents. So what do you do there? You keep on increasing. You increase the point where you start getting more impressions and for more impressions, you get more clicks. Now clicks, which CTR and CTRS is basically impression in clicks. If you have 1,000 impressions and you have 100 clicks, that's 10% CTR, click-through rate. If you have 1,000 impressions and you have 10 clicks, that's a 1% CTR. The higher the CTR, the better everything is. And CTR, again, what's impacted by here is image, title, price and review count. But the most important is main image. Review and pricing. That's what people click on. And remember, always go back to the customer. How do customers buy and how do customers click? Very simple. It's the same way you buy products. It's usually how customers buy your product. So always use logic. Always use how are people buying. So clicks, if you get it right, you're on the right path. The more impressions you get and the higher CTR you have, the more clicks you have. Now we go to the purchase conversion rate. When people are on a listing, they usually buy. That's the great thing about Amazon. It's the king of bottom funnel. People that go on Amazon go there to buy parts. They don't go there to just look at parts and that's why we're on Amazon because they're the biggest platform when it comes to eCommerce and they're the best platform for actual purchases. Conversion rate. How do you actually fix it? And again, we go back similar to click-through rate. Price, reviews, delivery speed and images on the listing. If those things are there and they match what they sold beforehand, you will convert better. If your conversion rate is suffering, what do you need to improve? Images, pricing and ideally reviews. Those are paramount. You improve those, you should be having a better conversion rate. Now, just to give you an example of how important conversion rate is, a change between 10% conversion rate and 20% conversion rate can literally change your business. Because 10% conversion rate means 10 clicks, you get a sale. 20% conversion rate means five clicks, you get a sale. Now, not only you're converting twice as much, when you add the ad sales and the organic sales and the compounding of that, you can become four to five times more profitable and have more sales. Always be optimizing conversion rate. But more importantly, know why you're optimizing it and know which part of the funnel you're optimizing. If you're optimizing impressions, know that. That's why you always should be tracking your performance. Because if you know that you have problems with impressions, you know what to fix. If you know you have problems with conversion, you know what to fix. Not knowing what you're fixing is the mistake. If you're just optimizing to optimize, many times it's a waste of time and you can actually hurt yourself. Example of this is, If you think impressions is your biggest issue, but it's actually conversion, you'll be increasing bids, increasing bids to the point that now it's becoming more expensive and more unprofitable. So this is a very important part. Understand that. Now, as I said, negative keywords, they're very important. You need to understand when to negate and how to negate. And the way we love to negate is average conversion rate. 10%, 10 clicks. If it becomes 15 to 20 clicks, we need to negate that because it's just running well. Important here is to have enough data. One week, two weeks is not enough usually. You need to have a couple of months to start really using negations very well. Now, rule of thumb here is something, if a search term is not relevant, you negate it right away because people are not going to buy it there. But if something has 10 clicks and your average conversion rate is 10 clicks, give it time. Sometimes it can convert on the 13th click and then on the 17th click. So that's very important as well. And now, as I mentioned, you need to keep track of the data, but you need to understand what the data means. You need to understand these acronyms. What do they mean? Because all of these ACoS, TACoS, what does it actually mean? And let's break that down very simply. ACoS is advertising cost of sales. Ad spend divided by ad revenue. You ideally want to keep it below your profit margin for most products. Target is 15 to 25%, but I would disagree with that right away and I'll tell you why. ACOS is an important metric, but it's not the most important metric because that shows you just advertising sales. That's not enough. Advertising sales are one part, but it doesn't keep a track of organic sales. Organic sales are where you make the money. I've seen and we have a lot of brands that have very high ACOS, a lot higher than the margin, but the overall profitability is a lot higher. You can have high ACOS, but actually have Super efficient ad spend because your organic sales are being pushed. And again, think about one-off products and consumables. In the second part, the second acronym and step I want to talk about is TACOS, Total Advertising Cost of Sales. One of my favorite metrics. And the good thing about this metric is that it's ad spend divided by total sales. The key here is important that with TACOS, different than ACOS, It shows you your ad spend, but it shows your total sales. So now you're saying, okay, I understand how much of a margin I'm spending for ads. And here, ideally, in the long term, your tacos, your total advertising cost of sales should be lower than your margin. If your gross margin is 30% and your tacos is 10%, that's great. You have 20% margin left. But if your TACOS is 30%, your gross margin is 30%, you're breaking even. And when you add your other expenses, you'll be losing money. So always make sure in the long term, TACOS is getting lower and lower. ACOS, I'm not that worried about. I want to make sure that TACOS is going now. Next metric is return on ad spend, ROAS, which means revenue divided by ad spend. ROAS of 5, it means you get 5x your money. Example, you put $1 in, you get 5 in ad sales, you have a 5 ROAS. Again, ROAS is the same as ACOS. It shows only advertising efficiency, but it doesn't show organic efficiency. So it is an important metric, but you shouldn't just die by this metric. You should make sure that you're checking your tacos all the time and how organic is performing. Conversion rate, which is orders divided by clicks. Conversion rate is how often you're converting. And as I said, 10% is 10 clicks, 20% is 5 clicks. Always be optimizing conversion rate because conversion rate is the biggest helper and the biggest impact when it comes to profitability for your ads and your account. Click-through rate, CTR, as we mentioned in the funnel, it's clicks divided by impressions. Ideally, you want to have over 1% if you can, depending on category, under 0.3%, that's quite low. You always want to get it up. But important here is if you're optimizing click-through rate, you're probably optimizing conversion rate as well. And cost per click, CPC, is how much is it costing you per click. Cost per click of 60 pence or 60 cents, it means that it costs you 60 cents per click. Again, as with metrics and as with advertising, you want to make sure that you're tracking them correctly and you understand what they mean. Personally, I'm obsessed about conversion rate. I'm obsessed with tacos. I also look at ecos and raws, but I'm not as obsessed because they don't move the needle as much as the other statistics. Now, when you're launching a product, You will probably check them a lot more often when you're in a phase where you're selling a lot more now and you're more established. You're not going to be checking them all the time. You want to check them every week and all the time compare them to before. If March conversion rate was 20%, but in February was 15%, what happened there? You need to always track. Why did it improve so much? Is it the season? Is it the type of advertising I'm doing? Is it the images? You need to always track why things are changing. Now, the search report, as I mentioned, that's incredibly important. It's a goldmine. Now, here where I said download weekly, if you're starting, you don't want to download it weekly. You need to look at it, but you don't want to download it. You want to identify winners and see what works well and what doesn't. Now, where it says here, add as an exact quote in your manual campaigns, I wouldn't suggest that. Not always. If something is working in the campaign, keep it there. So point to move it because in the past, so one of the things when it comes to Amazon advertising, a lot of people what they love to say is, I start automatic campaign to discover, I look at the search term, the search term looks good, everything looks good and now I'm going to get this keyword that looks like it's performing well and I'm going to transfer it to exact. That's not bad. The issue is that many times that we've been doing it in the last couple of years, many times if it performs very well on automatic, we negate it, then we take it to an exact, it doesn't perform as well. So if something performs well on a campaign, keep it. Then, of course, identify, then kill the losers, as I said. If the average conversion rate is 10%, something is starting to spend 15, 20 clicks, no ad, negate it. That's important. And of course, always track. Everything needs to be tracked. If you track the right things, you will win. If you track the wrong things, you're going to struggle to win. And here I want to recap again the complete campaign blueprint. All-to-all targeting, depending on the budget, you can do four campaigns or one campaign. Then when it comes to manual, we have three types. You have the broad phrase exact and you need to understand which ones work well and not. Important here when it comes to manual campaigns, I personally like to keep one product per campaign unless it's a variation of the same product and three to five keywords. In the past when we've done 10, 15, 20 keywords and we've tested, it hasn't performed as well because Amazon doesn't understand how to To spread out the spend. So if you have 20 keywords, the first five to seven might get more ad spend allocated, but the other 13, not as much. So you don't even know if they perform. So if you have the budget and let's say you have 15 different keywords, you do three broads, three freights and three exact. That's nine extra campaigns, but at least this way you can track what wins and what doesn't. What doesn't when you shut off, what wins, you keep on pushing more. Then you have the product top five competitors, you have the product with low reviews, product with high prices and category targeting. Then one campaign that is not being added here that I always recommend, it's a brand defense campaign. What is a brand defense campaign? Brand defense campaign is if your brand is called 1, 2, 3, you start a campaign, one broad, one phrase, one exact manual and you put 1, 2, 3 as the keyword. And there you can be more aggressive because that's actually your brand. You want to protect your brand. You don't want to spend all your budget there, but you want to protect your brand. The good thing about brand defense campaigns, they're actually quite good because they'll give you amazing return on ad spend. They'll have good ACOS and good conversion rate because people looking for your product usually convert much better. So always add that brand defense campaign as well. So, scaling your campaigns, right, and this is where it becomes a lot more complicated. Never scale spend on a losing campaign. Scaling more volume of what's already working, that's key. So, phase one, when you're collecting data the first couple of weeks, when you're doing the alter, when you're doing the down bids only, when you're landing the campaigns, when you're collecting data, and then when it goes towards the end of the month, sometimes even earlier, you start looking at what's winning and what's not. If you see a campaign winning more and if you see a targeting winning more and it has good sales velocity, you keep on putting more budget there. Vice versa, if something is not working as well, the opposite, you remove budget. Because you want to always go after the biggest budgets and the biggest return on ad spend. Because if you don't, you'll be wasting time and spend. Half of the game is knowing where you put your money in. And from 10 products, 2 to 3 will sell. So you want to make sure that most of your budget is going there. It's the same with the campaigns. From 10 campaigns, probably 2 to 4 will perform very well. So that's where you put the majority of your money, you cut the losers and you increase the winners. Now, these are the eight mistakes that will kill PPC accounts, and there are a lot more, but these are the eight that we're seeing a lot more comment. 20 plus keywords per campaign. You can do, they can perform okay, but majority of what I've seen is three to five, it's the sweet point. Changing bits every day is something that will kill your account and ad spend quite fast. Amazon needs time to learn. Amazon's data is two to three days backwards. So if you're looking at something every day, it's not even the real data. So that's where you need to be extremely careful. Don't change bits every day. You can look at them, but don't change them every day unless you made a huge mistake and you need to correct. No negative keywords, meaning broad and old campaigns, big budget or relevant searches without them. So if you put no negative keywords, it becomes an issue, right? Because ad spend is starting to look quite wild. You're starting to struggle in that sense because now you have search terms where you're spending 20, 30, 40 clicks, no conversion. You're not negating them. Amazon keeps on bidding on them because they're seeing clicks and for them clicks is money. Trusting Amazon's suggested bid is another huge mistake. And what I mean by that, Amazon, when you start a campaign, will show you suggested bids. They might say anywhere between $1.60 to $2. That doesn't mean that that's how much you need to convert or to get a click. That's just some of their stats. Amazon doesn't review exactly how they get a suggested bid figure, but it doesn't mean you need to go buy it. Now, rule of thumb here is though, the closer you are to a suggested bid, the more clicks you'll get. But very often you see 40, 30, 50, 60 cents. That will perform well. So if you are a bit more budget tight, you can always start lower and increase step by step. Or if you want to start closer to the suggested budget, and more importantly, you can afford it, and you've done the math of what bid you can afford, then you can get close to the suggested bid. And then if it starts spending too much, you can always lower it. Remember, you're in control and you need to look at it and optimize it consistently. Another thing is ignoring search term reports. You need to understand search terms and where the waste of money is going and where it's not. That goes back to the negative keywords. Scaling before profitability. It's another mistake. More spend on losing campaigns will give you bigger losses. Fix your conversion rate. Make sure you have okay angles and make sure you have a great tackles before you scale significantly. Because scaling what's not working will only suffer you more losses. Also, another thing is mixing all types of campaigns and targeting times will confuse things. So if you're doing both phrase exact and auto in one campaign, it will be a lot of confusion and usually doesn't provide great performance. Another one is PPC without listing quality, which is one of the biggest ones. It's a mistake. PPC and advertising is one part, listing is another part, they're connected. If your product is not good, if it doesn't have good images, if the reviews are not good and it's not priced correct, no amount of PPC will save you and that is very important to know. But this is what the PPC structure delivers. It's exactly this and knowing what to optimize. But again, it's not understanding PPC the most technical way, it's understanding what it needs to happen. That's why having the best product is paramount because you can be incredible in Amazon advertising, but if you don't understand how to do listings or you don't understand how to do conversion rate the correct way, how to impact that, you're going to struggle. That's unfortunately the reality of the game. And in our space, there is a big push of how difficult Amazon advertising is. You need to be an expert. Yes, you need to understand it, but you need to understand it in a simple way. What am I using Amazon advertising for? It's to get impression. It's to be seen for the relevant search intent. That's it. Not much, not less.